Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer marketing theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in the context of live streaming e-commerce. A sample of 449 valid questionnaires was utilized to test the proposed theoretical framework. The empirical research findings reveal that customer experience significantly and positively impacts both influencer trust and influencer attachment. Furthermore, trust and attachment established with live streamers are identified as two effective mechanisms influencing consumer decision-making. Notably, influencer attachment exhibits a stronger influence on consumer purchase intention compared to influencer trust. By comparing the effects of Taobao and Douyin live streamers on stimulating consumption and purchase intention, the study demonstrates that live streamers play a crucial mediating role between customer experience and consumer purchase intention. Specifically, the results indicate that consumer purchase intention influenced by top Taobao streamers is stronger than that of Douyin streamers, whereas influencer attachment for Taobao streamers is relatively weaker than that for Douyin streamers. These findings provide theoretical and managerial implications for platforms and live streamers seeking to stimulate robust purchase intentions among consumers by fostering attachment relationships. The establishment of an emotional connection between the live streamer and the audience proves particularly valuable in increasing purchase intention. This research contributes to the understanding of the underlying mechanisms driving consumer behavior in the context of live streaming e-commerce. It emphasizes the significance of customer experience, influencer trust, and influencer attachment as key drivers of consumer purchase intention. The findings offer valuable insights for platforms and live streamers to optimize their strategies and enrich user data labels in order to enhance consumer engagement and stimulate purchase intentions. Ultimately, this research contributes to the advancement of the live streaming e-commerce field, strengthens the application of data elements in live streaming e-commerce marketing, and guides effective decision-making by industry practitioners.

The digital trade ecosystem’s development relies on the growth of cross-border e-commerce platforms. To ensure the continued growth of China’s digital trade, it is crucial to consider the service capabilities of digital platforms and the digital transformation capabilities of cross-border e-commerce firms. This study explores the impact of these factors on the performance of cross-border e-commerce companies, with digital transformation capability acting as a mediator. Empirical research reveals that the service capability of digital platforms is composed of supply chain communication and cost control abilities, which partially mediate the relationship between digital platform serviceability and cross-border e-commerce enterprise performance. Moreover, both the service capabilities of digital platforms and the digital transformation capabilities of cross-border e-commerce companies have a positive and significant impact on enterprise performance.

During China’s air pollution campaign, whistleblowing has become an important way for the central government to discover local environmental issues. The three parties involved in whistleblowing are: the central government environmental protection departments, the local government officials, and the whistleblowers. Based on these players, this paper has constructed an Evolutionary Game Model under incomplete information and introduced the expected return as well as replicator dynamics equations of various game agents based on analysis of the game agents, assumptions, and payoff functions of the model in order to study the strategic dynamic trend and stability of the evolutionary game model. Furthermore, this paper has conducted simulation experiments on the evolution of game agents’ behaviors by combining the constraints and replicator dynamics equations. The conclusions are: the central environmental protection departments are able to effectively improve the environmental awareness of local government officials by measures such as strengthening punishment on local governments that do not pay attention to pollution issues and lowering the cost of whistleblowing, thus nurturing a good governance and virtuous circle among the central environmental protection departments, local government officials, and whistleblowers. Based on the study above, this paper has provided policy recommendations in the conclusion.

This paper evaluates the sustainable development of cross-border e-commerce pilot zones and their impact on regional economic growth. A comprehensive performance evaluation system is constructed to assess the degree of sustainable development in the first five batches of cross-border e-commerce pilot zones in China between 2011 and 2020, which reveals significant regional differences and a clear “Matthew effect”. We also quantify the specific role of cross-border e-commerce pilot zones in promoting regional economic growth; specifically, we demonstrate that the level of sustainable development of cross-border e-commerce pilot zones has a significant positive impact on regional economic growth and show that these effects vary according to regional distribution, city level, and the degree of sustainable development of cross-border e-commerce pilot zones. On this basis, we explore the mechanism through which these factors influence one another and identify three main channels on which to focus for further development: industrial structure upgrades, institutional innovation, and consumption upgrades. Finally, based on empirical results, we propose differentiated policy suggestions for various regions and city levels through the provision of theoretical and practical support for promoting the healthy and sustainable development of cross-border e-commerce pilot zones and the stable growth of regional economies.