岭南学术交流会（商务管理系）

报告题目：A Mechanism Design Perspective of Live-streaming Commerce: The Role of Information Provision

报  告 人：高品（香港科技大学，博士生）

主  持 人：王杉（中山大学岭南学院，助理教授）

时      间：2020年12月4日（周五）下午14:30-16:00

地      点：MBA楼702

语      言：英文+中文

摘要：

Live-streaming commerce has been emerging as a new trend of online shopping. Amazon and Alibaba both embrace this novel marketing tool to engage consumers by sequentially recommending different products for choice. We use a mechanism design framework to demonstrate how the live-streaming platform can leverage information provision to improve its advertising revenue in traditional position auctions. We show that the revenue loss from neglecting information provision can be arbitrarily large. However, solving for the optimal mechanism is NP-hard. We thus develop several heuristics with constant performance bounds, compared to the optimal one. We attribute the effectiveness of information provision to its discriminatory role in serving heterogeneous advertisers. The impacts of information provision on the payment/allocation rules as well as advertisers’ utilities are non-trivial and studied in detail.

报告人简介：

       高品是香港科技大学工业工程与决策分析系的四年级博士学生。在此之前，他分别获得了香港科技大学的物理学硕士和武汉大学的理学学士学位。他目前的研究兴趣包括收入管理，老虎机和算法博弈论。

欢迎师生参加！