Prof. Yuan Sun, Zhejiang Gongshang University, China
Yuan Sun is professor and deputy Dean of School
of Business Administration at Zhejiang Gongshang
University, China.His main research interests
include IT/IS usage, IT/IS Innovation,
enterprise social media and electronic commerce.
His research has been published in various
journals, such as Information & Management,
Journal of Enterprise Information Management,
International Journal of Information Management,
Enterprise Information Systems, Electronic
Markets, Computers in Human Behavior, Computers
in Industry, Computers & Education, Electronic
Commerce Research and Applications, Industrial
Management & Data Systems, and Journal of
Computer Information Systems. Prof. Sun is
currently serving as a Senior Editor for
Information Technology & People, and an
Associate Editor for Journal of Electronic
Commerce Research and Journal of Global
Information Management. He is a member of the
council of the China Association for Information
Systems.
Title: How Live Streaming Influences Purchase in Social Commerce
Abstract: As a new form of social commerce, live streaming shopping is becoming increasingly popular among Chinese consumers, which has aroused great interest among practitioners and researchers. Building a theoretical model from the perspective of IT affordance, our study examines how live streaming influences social commerce customers’ purchase intentions in China. We empirically measure the model by surveying customers who have shopped via live streaming shopping platforms including Taobao.com, JD.com, Mogujie.com, and Sina Microblog. Our results show that visibility affordance, metavoicing affordance, and guidance shopping affordance can influence customer purchase intention through live streaming engagement. Our study highlights the importance of understanding the implications of IT affordance for social commerce. Besides, this talk will discuss the potential future research about how live streaming influences purchase intentions in social commerce.
Prof. Lili Yang, Southern
University of Science and Technology, China
Prof. Dr. Lili Yang, a professor in Department
of Statistics and Data Science at Southern
University of Science and Technology. She was
working at Loughborough University in the UK.
She has been a tenure assistant professor,
associate professor and then professor in the
School of Business and Economics at Loughborough
University, and a senate member of the
Loughborough University. She has also served as
Associate Director of the Service Management
Research Center and the head of the Emergency
Management Research Group. She was selected as a
Fellow of the British Computer Society in 2008
(BCS Fellow). Recently she joined the Southern
University of Science and Technology. Professor
Yang has long been engaged in the research of
theories and methods of public safety emergency
management to preside over and complete more
than 20 important projects funded by the
European Commission (European Commission FP7),
the UK National Engineering and Natural Sciences
Fund (EPSRC), or the British Ministry of Defence
(MoD), etc. Her many scientific research results
have been successfully applied into real life
practices. She has published three books and
more than 100 papers. She has been acting as an
EPSRC Associate Peer Review Colleague for a long
time and playing the role as an expert reviewer
for different scientific funding bodies in the
UK, China, Portugal and Luxembourg etc. At
present in Southern University of Science and
Technology, she is leading a project of the
National Natural Science Foundation of China,
and a sub-project leader for the project of
National Key Research and Development Program of
the Ministry of Science and Technology.
Expertise: big data analysis, decision science,
multi-objective optimization, emergency model
building, energy relationship analysis