管理科学与工程系学术讲座

题 目：直播电商中叙事性对销售的影响（The Sales Impact of Narrativity in Live Streaming E-Commerce）

主讲人：方钰麟 (香港大学经管学院教授、数字经济与创新研究所所长)

时 间：2023年12月16日 上午10:00-11:30

地 点：同济大厦A楼1922教室

报告内容摘要

Live streaming e-commerce (LSE) has emerged as a new way of product presentation for online shopping. It offers live interactive videos intended to construct streamers’ dynamic and personal product experiences by supporting verbal speech and emotional expressions during product presentation, thus going beyond the static and impersonal website interface in traditional e-commerce. Yet little is known about how streamers’ verbal speech and emotional expressions in LSE can construct such experiences and improve product sales. Extending narrative transportation theory to the LSE context, we posit that streamers can achieve great sales by presenting products using narrativity dimensions, including temporal embedding (i.e., the structure of verbal speech that organizes the presentation activities of streamers in a temporal and causal sequence) and emotional volatility (i.e., moment-to-moment shifts between streamers’ emotional valences). The unique LSE context also motivates us to understand the boundary conditions of narrative transportation theory by incorporating product trial (streamers’ visual usage of products) and interaction prompt (streamers’ verbal encouragement in sending live comments) as two context-specific factors moderating the relationship between product presentation and sales in LSE. Using a real-world dataset of 1,145 product-level video clips from Taobao Live, one of the largest LSE platforms in China, we find that temporal embedding improves product sales only when the streamer demonstrates product usage (i.e., high product trial). Interestingly, emotional volatility exhibits a stronger positive effect on product sales with low product trials and low interaction prompts. We elaborate on how these findings contribute to both e-commerce and the live streaming literature in the information systems field and the narrative research in the marketing field. We also discuss the practical implications for streamers and LSE platform operators.

报告人简介

Yulin Fang is a Professor of Innovation and Information Management and Director of the Institute of Digital Economy and Innovation (IDEI) at HKU Business School. Before joining HKU, he was the Acting Head of the Department of Information Systems and Residence Master of Sir Gordon and Lady Ivy Wu Hall at City University of Hong Kong. His research interests include digital innovation, digital entrepreneurship, digital transformation, platform ecosystems, and e-commerce/social media.

Yulin has published over 70 research articles in renowned information systems and management journals, including MIS Quarterly (MISQ), Information Systems Research (ISR), Journal of Management Information Systems (JMIS), Journal of the Association for Information Systems (JAIS), Strategic Management Journal (SMJ), Journal of Management Studies (JMS), Organizational Research Methods (ORM), Journal of Operations Management (JOM), Journal of Organizational Behavior (JOB) among others. His articles have been cited over 9000 times (Google citation) with an H-index of 42.

He has served as a Senior Editor of Information Systems Research, Information Systems Journal, Journal of Information Technology. He is the Co-Editor-in-Chief of Information Technology & People. He was an Associate Editor for MIS Quarterly and Information Systems Research in 2012-2016, and was awarded the Associate Editor of the Year (2015) for his editorial services to Information Systems Research. He has also regularly served as a track co-chair for International Conference on Information Systems (ICIS) and Pacific Asia Conference on Information Systems (PACIS) since 2013. He was a faculty advisor at ICIS Junior Faculty Consortium in 2020, at ICIS Mid-Career Faculty Consortium in 2018, and PACIS Junior Faculty Consortium in 2023.

Yulin has taught extensively at Undergraduate, MBA, EMBA and DBA levels. He has supervised many cross-cultural student consultant teams to deliver management/information systems/data analytics consulting projects to fast-growing firms in emerging, Internet-empowered industries.

Yulin practiced as a management consultant with Accenture and Arthur Anderson before pursuing a PhD. He was specialized in (e-)business strategy, marketing strategy and IT strategic planning. He also provided independent consultancy services on knowledge/innovation management for Canadian Government and Alcatel Global.

As a professional case writer, Yulin has developed many business cases on digitally-savvy corporations operating in Asia, such as Huazhu, Volkswagen, Cathay Pacific, Ctrip, Uber, Alcatel China, Google China, Tencent, HK Stock Exchange, and HK Airport. His cases “Keda’s SAP Implementation” and “Google in China (B)” were best sellers at Ivey Business School Publishing and European Case Clearing House, respectively. Over 60,000 copies of his cases have been distributed worldwide.