讲座题目：Regulating Misinformation in Influencer Markets网红推荐中的虚假信息与机制规范

主讲人：关旭 华中科技大学管理学院 教授

讲座时间：2026年01月08日10:30

讲座地点：学院419

讲座摘要：

Influencers play a crucial role in shaping consumers' purchase decisions by evaluating and recommending products in exchange for sales commissions. However, misinformation about products, whether due to intentional deception or a lack of expertise to accurately evaluate products, can mislead consumers into purchasing low-value products. This paper investigates how regulations can mitigate misinformation through two mechanisms: penalizing influencers for misrecommendations and improving their expertise. We find that while higher penalties increase the cost burden on influencers and reduce their incentive to recommend a firm’s products, they can also increase consumers' perceived value of the recommended product and ultimately benefit not only consumers but also the influencer and the firm. Surprisingly, although improving influencer expertise enhances the accuracy of product evaluations, it may also incentivize influencers to make deceptive recommendations more frequently, leaving the firm worse off when collaborating with more experienced influencers. From the consumers' perspective, neither increasing the penalty for misrecommendation nor raising influencers' expertise level alone necessarily safeguards them from misinformation and may even backfire. Our findings highlight the need for policymakers to adopt a joint regulatory approach that considers penalties and expertise requirements to curb misinformation in influencer marketing.

网红通过评估并推荐产品以换取销售佣金，在影响消费者购买决策方面发挥着关键作用。然而，无论是由于故意欺骗，还是因为缺乏准确评估产品的能力，关于产品的错误信息都可能导致消费者购买低价值产品。本文研究了两种监管机制如何减少错误信息：一是惩罚网红的错误推荐，二是提升其专业能力。研究发现，提高惩罚力度虽然会增加网红的成本负担、降低其推荐企业产品的意愿，但也能提升消费者对推荐产品的感知价值，最终不仅使消费者受益，也有利于网红和企业。令人意外的是，尽管提升网红专业能力能提高产品评估的准确性，但也可能激励网红更频繁地进行欺骗性推荐。当企业与经验更丰富的网红合作时，其自身利益反而可能受损。从消费者角度看，单纯提高错误推荐惩罚或增强网红专业能力，并不一定能保护他们免受错误信息的影响，甚至可能产生反效果。研究结果提示应采取结合惩罚措施与专业能力要求的联合监管策略，以遏制网红营销中的错误信息传播。

主讲人简介：

关旭，华中科技大学管理学院教授，华中卓越学者首席教授，国家高层次人才。主要研究方向为供应链管理、运营与市场结合、信息设计和平台经济。在Management Science, Marketing Science, Manufacturing and Service Operations Management, Information Systems Research, Production and Operations Management等商学院权威期刊发表多篇论文。现任中国运筹学会博弈论分会副理事长，中国管理现代化研究会生产与运作管理专业委员会副主任委员，中国管理科学与工程学会青年工作委员会秘书长；担任Decision Sciences、Service Science期刊副主编。