主讲题目：How can we build theory in research: An example using research on users’ consumption of virtual gifts in live streaming（研究中如何建立理论：一个基于视频直播中用户虚拟礼物消费的研究案例）
主讲人：Professor Alain Chong（张毓隆教授，宁波诺丁汉大学研究生院院长，诺丁汉大学（中国）商学院教授）
主持人：董进才教授，浙江财经大学工商管理学院（MBA学院）院长
时 间：2018年6月1日（周五）上午9：30-11：30
地 点：下沙校区工商管理学院楼410会议室
承办单位：浙江财经大学工商管理学院（MBA学院）、信息管理与工程学院
Abstract：
In this presentation, I will share with students and faculty members the process of how we develop our research from an initial idea to testing our theory in the context of live streaming research. Live streaming is growing explosively worldwide, particularly in China. According to the report by Iresearch, the market in China was valued USD 3 billion in 2016, with an 180% increase from 2015. Live streaming platforms not only allow real-time interaction, but also offer virtual gifts that can be purchased by viewers and sent to the streamer during broadcasting. Such consumption of virtual gifts contributes to the majority of live streaming revenue, leading to the emergence of a new monetization model in live streaming. Considering the popularity and unique features of live streaming, it is important to gain a theoretical understanding of user behaviors in live streaming. Specifically, three studies were carried out to investigate what drives people’s consumption of virtual gifts in live streaming. First, interviews were conducted to explore the typology of live streaming and users’ motivations of purchasing virtual gifts in live streaming. Based on the results, study 2 adopted flow theory and examined the mediating role of flow. The results confirmed the importance of flow in mediating the effects of contextual factors and personal factors on consumption intention of virtual gifts. Extending study 2, study 3 further emphasized the enjoyment in Information systems and the importance of social interaction, and combined cognitive absorption and sense of belonging to investigate viewers’ purchase intention of virtual gifts. The results showed that the platform features and people’s social experience could contribute to their holistic experience in live streaming which further led to consumption.
主讲人简介：
张毓隆教授现任宁波诺丁汉大学研究生院院长，诺丁汉大学（中国）商学院信息系统学教授。在此之前，张毓隆教授曾经在英国、马来西亚和香港工作，时任系统工程师、博士后研究员和信息系统副教授。张毓隆教授的主要研究方向在电子商务，技术实践和医疗信息系统等领域。在2012年，张毓隆教授荣获了国际青年商会授予的马来西亚十大杰出青年奖。此外，张毓隆教授还在2015年、2016年和2017年被Elsevier的Scopus数据库的评为‘被引用最多的中国研究人员’。
目前，张毓隆教授是《工业管理与数据系统》（SCI）的合作主编，《决策支持系统》（SCI）的高级编辑和《信息与管理》（SSCI & SCI）及《计算机信息系统杂志》（SCI）的副主编。此外，他曾担任《国际移动通讯杂志》（SSCI）、《管理信息系统季刊》、《信息系统研究》等顶尖学术期刊的编辑委员会成员（或同等职责）。同时，张毓隆教授也在南洋理工大学，香港理工大学和格林尼治大学担任着客座研究的职位。
本次学术讲座由浙江财经大学工商管理学院（MBA学院）、信息管理与工程学院联合承办。届时张毓隆教授还将针对研究生宣讲诺丁汉博士招生、合作培养情况，欢迎广大老师和研究生（特别是有意读博士的研究生）踊跃参加本学术讲座！
