2025年第63期(总第1104期)
演讲主题：When Workloads Are Emotional Labor: An Empirical Study of Livestreaming Productivity
主讲人：姜沈阳 香港理工大学助理教授
主持人：关旭 供应链管理与系统工程系教授、系主任
活动时间：2025年11月3日（周一）10:00-11:30
活动地点：管院大楼105教室
主讲人简介：
姜沈阳博士现任香港理工大学工商BETWAY必威物流与航运系助理教授。他于2021年获得浙江大学BETWAY必威管理学博士学位。研究领域涵盖供应链管理、数字化运营（平台经济与人工智能）以及行为运营。已在国内外学术期刊发表论文20余篇，其中8篇发表在运营管理领域UTD24顶级期刊，包括Management Science、Journal of Operations Management、Production and Operations Management等，谷歌学术引用超过400次。主持国家自然科学基金青年项目2项。在学术服务方面，现任International Journal of Operations & Production Management和International Journal of Physical Distribution & Logistics Management编委。曾获AOM年会最佳会议论文提名、INFORMS BOM最佳会议论文奖、CIST最佳员工论文奖等荣誉。
活动简介：
Livestreaming e-commerce has grown rapidly in recent years, yet little is known about how livestreamers’work patterns affect their performance and productivity. On the one hand, the prevailing view is that because livestreamers compete for limited customer attention, longer streams maximize their exposure, viewership, and sales—regardless of a livestreamer’s productivity per hour. On the other hand, livestreamers engage in emotional labor, and their performances critically depend on factors like energy and affect, which may be highly sensitive to working extended hours. As a result, the relationship between workload, sales, and engagement remains unclear. This study leverages a natural experiment arising from localized policy changes in China that restricted excessive working hours on livestreaming platforms to examine the causal impact of workloads on performance. Using a difference-in-differences (DiD) approach, we empirically find that shortening streaming durations significantly increases both viewer engagement and sales, by respectively 24.6% and 42.1%, challenging the common assumption that“longer is better.”To uncover the mechanisms underlying these results, we analyze live video feed data using artificial intelligence (AI) technologies to measure livestreamers’levels of emotional expressiveness and use of verbal tactics. We find that longer streams cause livestreamers to exhibit diminished expressiveness and use of effective tactics, negatively impacting viewer engagement and sales outcomes. These findings underscore how diminishing or negative returns—stemming from livestreamer fatigue—can outweigh the benefits of prolonging customer exposure. Our study highlights the importance of strategic bursts of content over continuous streaming and offers actionable insights for livestreamers, brands, and platform managers seeking to optimize livestreaming performance.
