管理科学与工程系学术讲座系列2025年第4讲

来源：管理科学与工程系

主  题：当说服过于有效：直播电商中商品退货的实证分析

主讲人：田歆（中国科学院大学经济与管理学院教授）

协调人：刘靓晨

时  间：5月23日 (周五) 上午10:00

地  点：明德商学楼712室

语  言：中/英文

讲座摘要：

Livestream e-commerce features live social interactions that enable real-time, face-to-text communications among a streamer and many customers. We posit such live social interactions generate persuasion effect that eventually leads to higher product returns. Using data from a leading livestream e-commerce firm, we compare the product returns between live sessions with rerun sessions where the only difference is the presence of live social interactions in live sessions but not in rerun sessions, and develop econometric models to estimate the effect of live social interaction intensity on product returns. We find that product returns are higher for the live sessions than for the rerun sessions, and that the magnitude of the effect increases with live social interaction intensity, confirming the adverse persuasion effect in livestream e-commerce. We also find that the persuasion effect of live social interactions on product returns is stronger when the streamer has more experience in hosting livestream sessions and the product price is lower. We estimate that one standard deviation increase in live social interaction intensity can increase the product return rates by as much as 11.68 percentage points in terms of absolute product return rates, which is more than 30% of the average product return rates. Robustness checks, theoretical and managerial implications are also discussed.

主讲人简介：

田歆，中国科学院大学经济与管理学院教授，中国科学院虚拟经济与数据科学研究中心虚拟商务研究室主任、中国科学院大学经济与管理学院数字经济与虚拟商务系副主任。曾兼任多家知名IT企业、电子商务企业和商业集团资深数据分析师、咨询总监等职，在企业一线从事虚拟商务、零售、电子商务、移动商务、物流与供应链管理、供应链金融、港口航运等领域商业理论研究和现场实践二十年。在Management Science，Information Systems Research，Production and Operations Management，管理世界等国内外顶级或知名学术期刊上发表学术论文100余篇，出版学术专著/教材5本。发表教学案例4篇并获 “全国百优管理案例”奖。获得包括上海市科技进步奖等9项科技进步奖。截至2025年，指导的每届普研硕士生都被海外高校全奖博士录取。

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