Purpose: This paper considers the brand awareness and anchor influence on consumers' live-streaming purchases, and explores the existence of “free-riding” behavior, the comparison of brand promotion effect and active live-streaming effect and the optimal strategic combination between the brand and the anchor. The authors investigate the evolutionary stabilization strategies of the bounded rational brand and anchor, and explore the conditions for the realization of the optimal strategy. Management suggestions for the development of live streaming commerce can be provided in this paper.Design/methodology/approach: Two significant models are used in this paper. The Stackelberg model is used to study the “free-riding” behavior, the comparison of brand promotion effect and active live-streaming effect and the optimal strategic combination between the brand and the anchor. Using evolutionary game theory to get the evolutionary stable equilibrium strategies and analyze the binary equilibrium strategy of the bounded rational brand and anchor. In addition, relevant simulation analysis is conducted using realistic data to verify the conclusions and for further analysis, making the conclusions of the paper have realistic significance.Findings: The study shows that “free-riding” behavior exists and the positive effect of brand promotion is greater than that of active live-streaming. The brand and the anchor take active actions as the optimal strategy. As the sensitivity coefficient of consumers to live-streaming effort and the sensitivity coefficient of consumers to brand promotion change, various evolutionary stabilization strategies will appear. When the two sensitivity coefficients are below a certain threshold, the game sides will reach the optimal strategic combination to obtain the maximum benefits. When they rise above this threshold, it is counterproductive instead. The system achieves the optimal strategic combination when the difference factor between effort cost and promotion cost must be higher than a certain value, but when it takes the smallest possible value, the game sides tend to take active actions. This study can provide management suggestions for the sustainable development of the live-streaming model.Research limitations/implications: This paper shows that under certain conditions, the brand and the anchor can evolve into the optimal strategy to maximize the profits of both parties, which has certain practical significance for the prosperous development of live streaming commerce. In future research, the authors will consider the regulatory role of the government and construct a more realistic game model to provide constructive suggestions for the sustainable prosperity of live streaming commerce. Meanwhile, there are also games between multiple brands and multiple anchors, as well as games among brands-anchors-the live streaming platforms, and the authors will conduct more in-depth research in the future.Originality/value: So far, the co-impact of anchor influence and brand awareness has not been considered simultaneously in published articles. This paper provides theoretical guidance for the behavioral choices of the brand and the anchor under the live streaming commerce, which is conducive to the prosperous development of live streaming commerce.

The construction of the Yangtze River Delta Ecological Green Integrated Development Demonstration Zone is the need to implement the important development strategy of Yangtze River Delta integration. Livability is an important starting point of ‘eco-green’, which is an important embodiment of the people-centered approach to scientific development. Taking the road of sustainable development, the sustainable construction of regional integration is the scientific road and the inevitable choice for the construction of the demonstration area. Based on the general background of the integration construction of the Yangtze River Delta Demonstration Zone, this paper constructs the evaluation index system related to livability by considering the construction standards of livable cities and combining the big data word frequency analysis method. The weights of the indicators are determined by the CRITIC entropy weighting method, and the degree of integrated development of the demonstration area is evaluated by the coupled synergy degree model, which analyses the livability and degree of synergy of the districts and counties in the Yangtze River Delta Demonstration Area. The following conclusions are drawn: among the demonstration zones, Qingpu District has a stronger livability capacity, and Wujiang District is the weakest; the degree of coordination of livability capacity building in the demonstration zones has gradually changed from primary dysfunction to intermediate coordination, and the degree of construction coupling is at a high coupling stage, with a greater mutual influence, and the overall trend of development is orderly, with better development potential.