商学院卓越学术讲坛2025年第34期

来源：

学校官网

收录时间：

2026-03-17 19:20:32

时间：

2025-12-24 10:00:00

地点：

学院南路校区主教学楼615会议室

报告人：

吴靖

学校：

中央财经大学

关键词：

livestreaming e-commerce, persuasive strategies, large language models, sales impact, digital retail, real-time decision making, consumer behavior

简介：

Livestreaming e-commerce is transforming digital retail by enabling rapid, real-time purchase decisions driven by streamers’ sales pitches. Yet the persuasive role of language in this high-stakes, competitive setting remains underexplored. We develop a theory-driven framework of seven persuasive strategies and introduce an iterative prompt engineering procedure to identify these strategies from streamers' presentations using Large Language Models (LLMs). We apply our framework to a large dataset of TikTok's top accounts, which aired 1,683 livestream events during our two-week study period, generating over 2.6 million sentences (130 million tokens) in sales pitches. Exploiting within-livestream-streamer-product variation and an instrumental variable approach, we identify the effects of persuasive strategies on instant sales. Our findings indicate that even modest increases in persuasive content during livestreams raise sales, with experience-based appeals, trust building, and audience targeting proving most effective, particularly for popular products in competitive markets. Persuasion works best when delivered with concrete, credible language rather than overly emotional or positive appeals, highlighting the value of clarity over sentiment. This study also demonstrates a scalable LLM-based method for extracting persuasive strategies from massive, multimodal datasets, offering new tools for both researchers and practitioners.

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