时 间：6月16日上午10点

地 点：九里校区零号楼0411室

主 题：The Role of AI Assistants in Livestream Selling: Evidence from a Randomized Field Experiment

内 容：Livestream technology is increasingly transforming consumers’ online shopping experience, as it enables streamers to perform real-time product presentation while interacting with a large number of consumers to sell those products. In this research, we address how livestream selling platforms can potentially mitigate the tension between streamers’ constrained service capacity and individual service demands with algorithm-based assistants (termed “AI assistants”). In partnership with the world’s largest online shopping platform, we report a large-scale field experiment wherein the consumers in the treatment group have access to an AI assistant that predicts consumers’ potential needs and provides individualized services, while the consumers in the control group do not have access to such an AI assistant. By analyzing data from 132,199 consumers, we find that the introduction of the AI assistant increases sales by 2.61% and reduces product returns by 62.86%. More interestingly, with granular clickstream data, our models on multiple-stage purchase decision-making reveal that an AI assistant increases the duration of the awareness and consideration stages, improves the probability of placing an order in the evaluation stage and, more importantly, reduces the likelihood of product returns (given that the order is placed) at the post-purchase stage. Further, our analyses of consumer comments reveal that interacting with the AI assistant also reduces consumers’ expressions of affection and positive emotions. We further indicate that interaction with an AI assistant triggers consumers to make fewer emotion-driven decisions, which likely leads to high-quality purchase decisions. Moreover, our heterogeneous treatment effects analyses reveal that an AI assistant only exhibits significant effects in selling products that have a higher level of product uncertainty. Overall, our findings provide actionable implications for online shopping platforms in designing and implementing AI artifacts.

主讲人简介：何玉梅博士现任美国杜兰大学弗里曼商学院(A.B. Freeman Business School, Tulane University)助理教授。在加入杜兰大学之前，她曾在美国明尼苏达大学卡尔森商学院和休斯顿大学保尔商学院开展博士后研究。何博士于2019年7月在清华大学437必赢会员中心获得管理学博士学位，2014年于清华大学437必赢会员中心获得硕士学位，并在2012年于北京邮电大学437必赢会员中心获得管理学学士学位。她的研究兴趣集中在人与AI的关系探索，主要包括人与AI协同机制设计、生成型AI与分析型AI（如推荐算法）以及大数据时代的隐私问题。她的研究场景涉及在线教育、直播带货和在线交友，采用多种研究方法，包括田野实验、实验室实验、计量方法辨识因果关系，以及深度学习算法和传统行为研究方法（问卷和调研）。

何博士的研究成果已发表于管理学国际顶级期刊，如Information Systems Research (ISR)和Journal of the Association for Information Systems (JAIS)。此外，还有多篇论文在国际顶级期刊ISR，MIS Quarterly INFORMS，Journal of Computing处于审稿修改阶段。同时，她在ICIS、CIST、INFORMS、POMS、WISE、MIT CODE等国际会议上发表了20多篇论文。她的研究成果曾获得国际信息系统年会ICIS 2021最佳论文奖提名、2021年国际信息系统年会IS设计与项目管理专题最佳论文奖、2020年INFORMS国际会议电子商务分区最佳论文奖和2015年人民网优秀技术课题一等奖等荣誉。目前，何博士担任阿里巴巴达摩院、东方闻道科技发展有限公司等企业的外部研究员。

主办：437必赢会员中心 大数据决策与信息管理团队

承办：服务科学与创新四川省重点实验室

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