Seminars topic: Live-commerce, an interactive online shopping model combining real-time video streaming with direct purchasing, has become a key channel for consumer engagement. This seminar explores the impact of reducing product sourcing channel options on live-commerce effectiveness. Leveraging TikTok China’s 2020 policy banning external product sourcing channels, the study shows that limiting influencers’ sourcing scope significantly boosts live-commerce performance—especially for mid- and low-tier influencers—by enabling better product matches and improved content quality. These findings offer valuable insights for platform operators, firms, and influencers navigating the live-commerce landscape.

Scholars Background: Chu (Ivy) Dang is an Assistant Professor of Marketing at The University of Hong Kong. Her research focuses on the economics of information in quantitative marketing, particularly in digital platforms, influencer marketing, and consumer information provision. Her work has been published in top academic journals such as *Marketing Science* and *Information Systems Research*.

Time and Location: June 6, 2025, 09:30
Room A423, School of Management

Language: EN & CN