Abstract: In live-streaming e-commerce shows, the reputation of anchor plays a central role because it simultaneously affects the brand-side price negotiation and the anchor-side long-run profitability. This paper examines the effect of the anchors’ reputation on price negotiation with Nash bargaining model in light of the conflict between brands’ myopic focus on one-off profits and anchors’ focus on long-term reputation. Our analytical and numerical results suggest that the negotiated price is non-monotonically affected by the reputation concern. An anchor with a greater reputation concern may receive a smaller discount. Besides, the brand, the anchor, and consumers all benefit when the anchor has a moderate concern for his or her reputation.

Key words: Livestreaming, Anchor, Reputation concern, Nash bargaining, Discount