题目：Live streaming selling under consumers’ limited attention

主讲人：熊慧（东华大学旭日工商管理学院）

时间：2024年12月4日（周三）10：00 - 11：30

地点：必发9988集团212

讲座摘要：In recent years, many sellers sell products through third-party live streamers and share revenue with these streamers. In the live streaming channel, a streamer can provide informative content about product attributes in real-time. Besides, the streamer can exert effort in noninformative content about social interactions to entertain consumers, and obtain revenue from consumers’ gift-giving behavior. In this paper, we consider consumers’ limited attention to informative and noninformative content, and characterize the bargaining process between the seller and the streamer in game-theoretic models. In the scenario with an exogenous commission rate, we find that if the social interaction or gift-giving is not efficient, the increase in consumers’ attention to social attention content leads the streamer to increase the social interaction effort, while the demand decreases. In this case, the reduction in attention to the quality causes a loss in the consumers’ utility, which exceeds the gain from social interaction. Moreover, our finding shows that consumers’ gift-giving behavior may hurt the streamer, which occurs when the effort cost exceeds the commission from product sales. Furthermore, if the commission rate is negotiated by the seller and streamer, the commission rate decreases in the streamer’s bargaining power when the streamer’s effort efficiency is high. The concession on the commission rate encourages the seller to set a lower retail price, which leads to more sales.

主讲人简介：熊慧，东华大学旭日工商管理学院教授、博士生导师，入选湖北省“楚天学者”计划、华中科技大学 “华中学者”计划。主要从事供应链管理、平台经济、自有品牌等相关领域的理论研究，已主持/完成3项国家自然科学基金项目。以第一作者和/或通讯作者在管理学国际期刊MS、NRL、TRE、Omega、IJPE、IJPR、DA发表10余篇论文。获教育部第七届高等学校科学研究优秀成果奖（人文社会科学）和国际期刊Omega 2022年最佳论文奖。目前担任Journal of Systems Science and Systems Engineering客座编辑（Guest editor），为MSOM、POM、NRL、TRE、OMEGA、IJPE、JSYS、《系统管理学报》等国内外学术期刊的审稿人，以及国家自然科学基金项目通讯评审。