主讲人

（单位）

刘峻铭

香港城市大学

主持人

（单位）

史雅妮

永利平台

讲座时间

8月26日10:00

讲座地点

经管楼B201

主讲人简介

Junming Liu is an associate professor in the Department of Information Systems at the City University of Hong Kong. He received his PhD from the Rutgers Business School at Rutgers University. Prior to joining Rutgers, he received his B.S. degree in Physics from University of Science and Technology of China (USTC). His general areas of research are data mining, supply chain analytics, urban computing, and large-scale optimization, with a focus on developing effective and efficient data mining techniques for emerging applications. He has published prolifically in top venues of knowledge discovery and data mining.

讲座内容摘要

Unlike one-to-one consultations that provide additional information in traditional e-commerce, influencer streamers in live streaming e-commerce (LSE) often position themselves as authoritative product recommenders, leveraging one-to-many communication to guide consumers' purchase intentions. However, existing live streaming literature has primarily focused on how influencers influence through their roles as authority. It is still unclear whether or how streamers use verbal and visual expressions, like spoken language and body gestures, to “perform like authority”. This is particularly relevant for grassroots streamers who are not recognized by audiences and therefore cannot “be as authority” to influence purchases. Extending the performative view of authority to the LSE context, we propose that streamers can perform authority through their verbal and visual expressions. This performance is characterized by verbal dominance and visual expansiveness. We incorporate streamer popularity and staging elevation as moderators, which represent the authority role of actors and the vertical position of stages, respectively. Using a rich dataset of 4,159 product-level video clips from Taobao Live, we find that verbal dominance has a stronger negative effect on product sales when streamer popularity is low and staging elevation is high. Conversely, visual expansiveness has a stronger positive effect on product sales only when streamer popularity is low. We elaborate on how these findings contribute to the live streaming literature and the original performative view of authority. Additionally, we discuss their practical implications for streamers and LSE platform operators.