2025年第83期(总第1124期
演讲主题：How Livestreaming E-commerce Reshapes Consumers’Product Return Behaviors: A Tri-processing Theory Perspective
主讲人：隗然屹 香港科技大学商公司博士
主持人：杨彦武 信息管理与数据科学系主任、教授
活动时间：2025年11月13日（周四）14:00-15:00
活动地址: 管院大楼406教室
主讲人简介：
隗然屹，香港科技大学商公司信息系统专业博士生。他的研究聚焦于新兴科技的“双刃剑”效应，尤其侧重直播电商与生成式人工智能对用户和社会的影响。其研究曾在信息系统领域的顶级会议（WISE 2024）获得最佳员工论文奖。在攻读博士学位之前，他在直播电商领域有六年成功的直播电商创业经历。其研究与创业活动曾被国内外主流媒体报道，包括人民网、腾讯新闻等。他同时为山东广电集团等国内企业提供市场营销的顾问服务。
活动简介：
Livestreaming e-commerce (LEC) is transforming online shopping by enhancing consumer experiences and boosting sales. However, should retailers adopt LEC solely based on its potential for sales growth? This study examines the impact of introducing LEC on consumer purchases and product returns by comparing it to traditional e-commerce (TEC). Extending the tri-processing theory to the LEC context and integrating it with the LEC and channel introduction literature, we examine the impact of LEC exposure beyond consumers’purchasing on product returns behaviors. We leverage a novel dataset from a leading retailer in China that adopted LEC in July 2017. Employing difference-in-differences (DID), regression discontinuity in time (RDiT), and instrumental variable (IV) estimation approaches, our findings reveal that LEC increases sales by 95% in value and 111% in quantity. However, it also results in an 86% increase in the value of returns and a 50% increase in return frequency. Notably, most returns occur at the pre-shipping stage. We further identify consumers’self-control failure as a critical moderator of tri-processing theory, indicating that consumers lacking self-control are less likely to correct their purchase decisions early. Furthermore, we find that increased product returns at the pre-shipping stage are associated with more negative emotions compared to returns in the post-shipping stage. Finally, we analyze how LEC disrupts retailers' cost structures related to each return stage. Our research contributes to tri-processing theory by applying it to a multi-stage decision-making context in online shopping and highlighting self-control as an important moderator for activating Type3 processing. Our work provides valuable guidelines for retailers and platforms considering the adoption of LEC.
