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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.

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.

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.

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.

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.

Improvement of the environment quality and human development has become the main focus of modern urban development. Micro-renewal is a relatively people-oriented model of urban transformation compared with traditional renewal modes. To improve the theoretical system of neighborhood micro-renewal from a microcosmic perspective, a comprehensive analysis of neighborhood residents' cognition is needed. The purpose of the study is to explore the possibilities and methods of applying gene theory into the study of neighborhood micro-renewal.

According to the meme theory, the research explores the genetic analysis of neighborhood micro-renewal. The cross-over studies with “gene theory” from natural science to social science are analyzed and the neighborhood micro-renewal system was constructed from the perspective of micro-participants and micro-objects. Moreover, the concept of neighborhood “micro-renewal gene” was put forward. Finally, the authors show three application scenarios of public participation with a specific neighborhood micro-renewal project.

The cross research on urban studies with gene theory could be divided into three scales and four research fields. The characteristics of carrying out neighborhood micro-renewal in China could be summarized as micro-participants and micro-objects. Residents' cognition could be considered as “micro-renewal gene” in refer to meme theory. The application scenarios of introducing “micro-renewal gene” into the study of neighborhood renewal are of great potentialities.

Neighborhood micro-renewal system was constructed from the perspective of micro-participants and micro-objects. Moreover, neighborhood “micro-renewal gene” was proposed and applied into the study of this system in refer to meme theory.

Breast cancer has become the largest cancer in the world today. Health problems for women with breast cancer need to be addressed urgently. This study aims to select the best method for preparing temperature-sensitive sports underwear, and to verify the feasibility of using K-type thermocouple threads in underwear fabrics.

In the experiments, two samples were designed for temperature-sensitive performance tests and the effects produced by different outer layer structures were investigated. In the second step, K-type thermocouple wires were integrated into sports underwear. The comfort and feasibility of the temperature-sensitive underwear were investigated.

It was finally verified to obtain the best comfort and temperature-sensing performance of K-type thermocouple filaments integrated into sports underwear with plain stitching.

The underwear has a certain prospect for the application of smart apparel based on breast cancer health monitoring, which is of some significance for monitoring smart apparel.