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