主讲人

（单位）

张鑫（中国科学技术大学）

主持人

（单位）

高星（东南大学）

讲座时间

2025年12月19日

上午10:30

讲座地点

东南大学榴园宾馆

三江阁会议室

主讲人简介

张鑫，中国科学技术大学管理学院特任副教授，于2022年获得中国科学技术大学管理学博士学位以及香港城市大学信息系统博士学位，主要研究领域包括信息系统经济学，数据要素的流通与定价，平台商业模式以及Human-AI人机协作等，相关成果发表在ISR、MISQ、JMIS等国际学术期刊，并有10余篇会议论文在ICIS、CIST、PACIS等国际主流会议上宣讲，曾获得2020年ICIS最佳会议论文提名奖、中国系统工程学会优秀博士论文奖以及管理科学与工程学会优秀博士论文奖。

讲座内容摘要

Livestreaming has transformed e-commerce by blending real-time interactions, product demonstrations, and entertainment, offering brands powerful tools to engage consumers and drive sales. In practice, brands navigate a critical choice between two dominant livestreaming strategies: brand-owned livestreaming (BL), which provides direct control over content, and influencer livestreaming (IL), which leverages influencers’ fan bases to expand market reach. This study develops a game-theoretic model to examine how brand awareness, product characteristics (search vs. experience goods), and influencer attributes (sales-oriented vs. entertainment-oriented) shape optimal strategies. Our findings provide several intriguing insights. First, while BL intuitively seems better positioned to provide richer product information—given brands’ direct control over content and strong incentives to reduce consumer fit uncertainty—our findings reveal that this is not always the case. For low-awareness brands, limited audience reach weakens the effectiveness of BL. In contrast, IL can surpass BL in information provision, as influencers, motivated to convert their large fan bases, may invest more effort in product demonstrations. This challenges the conventional belief that BL inherently ensures richer product information. Second, a brand’s optimal livestreaming strategy depends critically on its brand awareness, product type, and the platform’s service commission. Brands with low awareness benefit more from IL, while high-awareness brands prefer BL. Interestingly, for experience goods and moderate brand awareness, IL may outperform BL when the platform’s service fees are low, as reduced fees enhance influencers’ motivation to prioritize product promotion. Finally, we uncover misalignments between brand and platform preferences. While platforms consistently favor livestreaming to increases sales and service fees, brands with high awareness and search-oriented products may optimally prefer no livestreaming (NL) or disagree on whether BL or IL is superior. These findings highlight the need for platforms to tailor incentives—such as offering marketing support or differentiated service fees—to better align brand and platform objectives.