Yue Cheng

HSBC Business School, Peking University

SCHOLARLY PAPERS

3

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484

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Scholarly Papers (3)

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1.

The Sales Impacts of Traffic Acquisition Promotion in Live Streaming Commerce

Kelley School of Business Research Paper No. 2022-10
Number of pages: 51 Posted: 16 May 2022 Last Revised: 06 Dec 2022
Wenchang Zhang, Che-Wei Liu, Liu Ming and Yue Cheng
Indiana University, Kelley School of Business, Indiana University Bloomington - Kelley School of Business, The Chinese University of Hong Kong, Shenzhen and HSBC Business School, Peking University
Downloads 226 (204,701)

Abstract:

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Live streaming commerce, Lucky draw, Sales effects, Negative spillover, Difference-in-differences

2.

Short Video or Not? The Role of Short Videos in Shifting Customers’ Price Sensitivity in Live Streaming Commerce

Kelley School of Business Research Paper No. 2022-11
Number of pages: 48 Posted: 08 Jul 2022 Last Revised: 23 Nov 2022
Che-Wei Liu, Liu Ming, Yue Cheng and Wenchang Zhang
Indiana University Bloomington - Kelley School of Business, The Chinese University of Hong Kong, Shenzhen, HSBC Business School, Peking University and Indiana University, Kelley School of Business
Downloads 173 (260,619)

Abstract:

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Short Video, Live Streaming Commerce, Price Discounts, TikTok

3.

Reducing Traffic Incidents in Meal Delivery: Penalize the Platform or its Independent Drivers?

Kelley School of Business Research Paper No. 2022-09
Number of pages: 46 Posted: 29 Sep 2022
Wenchang Zhang, Christopher S. Tang, Liu Ming and Yue Cheng
Indiana University, Kelley School of Business, University of California, Los Angeles (UCLA) - Decisions, Operations, and Technology Management (DOTM) Area, The Chinese University of Hong Kong, Shenzhen and HSBC Business School, Peking University
Downloads 85 (436,277)

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Meal delivery platforms, Penalty system, Public safety, Traffic violations and accidents