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

Table 4

Research aspects and influencing factors.

Aspect	No	Criteria	Description	AVG	SD	CDI
Seller characteristics	A1	Seller taste	Livestream seller can actively share the latest trends and designs or products with high style and taste to peer consumers through live broadcasts	86.25	6.94	0.0728
	A2	Seller popularity	The number of followers owned by the livestream seller	92.50	5.35	0.0560
	A3	Seller attractive	Seller’s own language, appearance, temperament, and charm	79.37	5.63	0.0590
	A4	Seller trust	Trust level of livestream seller	85.37	5.45	0.0571
Streaming platform	B1	Subjective attitude	The degree of subjective recognition of live shopping	71.25	7.50	0.0786
	B2	Platform convenience	The purchase process feels smooth and convenient	83.75	9.16	0.0961
Consumer perceptual value	C1	Product discount	Discounts on purchases	95.38	3.93	0.0411
	C2	Product quality	Quality perception of purchased products	91.50	8.33	0.0874
	C3	Product awareness	Awareness of the product	81.62	5.45	0.0571
	C4	Service quality	Service attractiveness and service reputation in the overall process of live shopping.	85.38	7.05	0.0739
Performance	D1	Product diversity	Increase the customer’s choice of products	75.63	6.23	0.0653
	D2	Overall vision	The overall visual effect shown to consumers in live shopping	76.88	5.94	0.0623
	D3	Sellers-customer interactivity	Can livestream seller mobilize interaction with consumers	80.00	4.63	0.0485
	D4	Live broadcast time	Number and duration of livestream conducted by the livestream seller	85.00	3.51	0.0368