Live streaming selling under consumers' limited attention
International Journal of Production Research · Hui Xiong Jie Liu Ying-Ju Chen a Glorious Sun School of Business and Management, Donghua University, Shanghai, People's Republic of Chinab Research Center for Smarter Supply Chain, Business School, Soochow University, Suzhou, People's Republic of Chinac School of Business and Management (ISOM), The Hong Kong University of Science and Technology, Kowloon, Hong KongHui Xiong is a professor at the Glorious Sun School of Business and Management, Donghua University. Before joining Donghua University, she served on the faculty of the School of Management at Huazhong University of Science and Technology. She earned her Ph.D. in Management Science from the School of Economics and Management, Tsinghua University. She has received the Higher Education Scientific Research Outstanding Achievement Award (Humanities and Social Sciences) in 2015 and the OMEGA Best Paper Award in 2022. Her research interests include supply chain management, platform economy, and store brands. Her work has appeared in Management Science, Naval Research Logistics, International Journal of Production Research, Omega: The International Journal of Management Science, and other leading management journals.Jie Liu is an associate professor of Business school at Soochow University, China. She has a Ph.D. in management and graduated from Huazhong University of Science and Technology, China. Her research interests include operations-marketing interface, supply chain management, etc. Her research has published in Naval Research Logistics, International Journal of Production Economics, IEEE Transactions on Engineering Management, and Chinese-language journals.Ying-Ju Chen is the Crown Worldwide Professor of Business and a Chair Professor at HKUST. Prior to the current position, he was a faculty in the Department of IEOR at UC Berkeley. He obtained a Ph.D. degree in Operations Management from Stern School of Business at New York University in 2007, and he also holds master's and bachelor's degrees of Electrical Engineering from National Taiwan University. He serves as a department/deputy editor for NRL and Service Science and a senior/associate editor for OR, M&SOM, and POM journals. His current research interests lie in network economics, socially responsible operations, operations-marketing interface, and supply chain management. His work has appeared in several leading journals in the fields of economics, electrical engineering, information systems, marketing, and operations research. He is ranked No. 3 among Operations Management researchers world-wide according to an article in POM (2025).
摘要
本文研究了消费者注意力有限情境下的直播销售策略。通过构建理论模型,分析了主播在有限注意力下如何优化产品展示顺序与定价决策。研究发现,主播倾向于优先展示高价值产品以最大化利润,而消费者注意力限制会显著影响销售绩效。研究结果为直播运营者设计产品展示策略提供了管理启示。