Chengcheng Liao
Biographic Data
| ID | 9506977 |
|---|---|
| NAME | Chengcheng Liao |
| GIVEN NAMES | Chengcheng |
| FAMILY NAME | Liao |
| SIGNATURE | LIAO C |
| AFFILIATIONS | Sichuan University |
| ORCID | 0000-0002-0016-0931 |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 3 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2024 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Benefit Appeals in Livestreaming E-Commerce
Benefit appeals represent a commonly used advertising tactic for improving customer response, yet their effectiveness in multimedia livestreaming e-commerce remains unverified. To address this issue, we develop a multi-study framework to investigate the effectiveness of benefit appeals with livestreaming video data and corresponding TikTok sales data. In Study 1, we examine the correlational relationships between benefit appeals and sales with tw…
When and How Artificial Intelligence Augments Employee Creativity
Can artificial intelligence (AI) assist human employees in increasing employee creativity? Drawing on research on AI–human collaboration, job design, and employee creativity, we examine AI assistance in the form of a sequential division of labor within organizations: in a task, AI handles the initial portion, which is well-codified and repetitive, and employees focus on the subsequent portion, involving higher-level problem-solving. First, we pro…
How effective is AI augmentation in human–AI collaboration? Evidence from a field experiment
Purpose Companies increasingly leverage artificial intelligence (AI) to enhance human performance, particularly in e-commerce. However, the effectiveness of AI augmentation remains controversial. This study investigates whether, how and why AI enhances human agents’ sales through a randomized field experiment. Design/methodology/approach This study conducts a two-by-two factorial randomized field experiment ( N = 1,090) to investigate the effects…
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When and How Artificial Intelligence Augments Employee Creativity
Can artificial intelligence (AI) assist human employees in increasing employee creativity? Drawing on research on AI–human collaboration, job design, and employee creativity, we examine AI assistance in the form of a sequential division of labor within organizations: in a task, AI handles the initial portion, which is well-codified and repetitive, and employees focus on the subsequent portion, involving higher-level problem-solving. First, we pro…
How effective is AI augmentation in human–AI collaboration? Evidence from a field experiment
Purpose Companies increasingly leverage artificial intelligence (AI) to enhance human performance, particularly in e-commerce. However, the effectiveness of AI augmentation remains controversial. This study investigates whether, how and why AI enhances human agents’ sales through a randomized field experiment. Design/methodology/approach This study conducts a two-by-two factorial randomized field experiment ( N = 1,090) to investigate the effects…
Benefit Appeals in Livestreaming E-Commerce
Benefit appeals represent a commonly used advertising tactic for improving customer response, yet their effectiveness in multimedia livestreaming e-commerce remains unverified. To address this issue, we develop a multi-study framework to investigate the effectiveness of benefit appeals with livestreaming video data and corresponding TikTok sales data. In Study 1, we examine the correlational relationships between benefit appeals and sales with tw…
Computer Science (2 works) · Psychology (2 works) · AI in Service Interactions (1 work) · Applied Psychology (1 work) · Artificial Intelligence (1 work) · Artificial Intelligence in Healthcare and Education (1 work) · Beauty (1 work) · Business (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Consumer Retail Behavior Studies (1 work)