The Application of DEMATEL-ANP in Livestream E-Commerce Based on the Research of Consumers’ Shopping Motivation

Table 10

Performance values for 14 criteria of customer’ experience.

	Impact Factor	Criteria total AVG	Dimension total AVG
Seller characteristics	Seller taste	81.4	81.2
	Seller popularity	79.4
	Seller attractiveness	84.4
	Seller trust	79.5
Streaming platform	Subjective attitude	80.8	81.7
	Platform convenience	82.6
Consumer perceptual value	Product discount	77.2	79.4
	Product quality	79
	Product awareness	82.1
	Service quality	79.2
Performance	Product diversity	82.1	80.1
	Overall vision	81.1
	Sellers-customer interactivity	78.3
	live broadcast time	79