主讲人:  Jason Lu Jin (金露)

报告时间：2023年5月4日14:30

报告地点：B10南座202

报告摘要：

Although rapid technological development has resulted in the proliferation of digital platforms, our understanding remains limited regarding their roles in international markets. Drawing on the information economics perspective, we investigate whether live streaming use as an emerging platform-based function enables foreign sellers to enhance their sales performance in host markets. Using a unique longitudinal dataset from a B2C digital platform in China, we find that live streaming use is positively associated with international seller sales performance. This positive effect is stronger when cultural distance is higher. Moreover, the influence becomes stronger for durable products than for non-durable products while the effect is weaker for name-brand products than for non-name-brand products. These findings provide rich insights into the role of digitalization in the international marketing literature.

主讲人简介：

Jason Lu Jin is a Research Fellow at The City University of Hong Kong (Dongguan). He received his PhD from the University of Hong Kong. His research focuses on
innovation management, digital platform, and inter-organizational relationship in emerging markets. His work has appeared in the Research Policy, International Journal of Operations and Production Management, Journal of Business Research, Journal of International Marketing, and Industrial Marketing Management.