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Yao Chen
Shanghai University of International Business and Economics
Professor
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SCHOLARLY PAPERS
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Scholarly Papers (1)
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1.
Selling Fast, Returning More? Scarcity Strategies and Transaction Stability in Livestream E-Commerce
Number of pages: 31
Posted: 04 Feb 2026
Yao Chen,
Guoming Lai
,
Xuan Wang
and
Tingting Zhang
Shanghai University of International Business and Economics, University of Texas at Austin - McCombs School of Business, Shanghai University of International Business and Economics - School of Management and Shanghai University of International Business and Economics - School of Management
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Abstract:
Livestream e-commerce, Product returns, Time scarcity, Quantity scarcity, Decision compression
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