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

Table 7

Impact weight.

Aspect	No	Criteria	Weights	Total
Seller characteristics	A1	Seller taste	0.0730	0.3020
	A2	Seller popularity	0.0808
	A3	Seller attractiveness	0.0744
	A4	Seller trust	0.0738
Streaming platform	B1	Subjective attitude	0.0689	0.1333
	B2	Platform convenience	0.0644
Consumer perceptual value	C1	Product discount	0.0798	0.2986
	C2	Product quality	0.0747
	C3	Product awareness	0.0745
	C4	Service quality	0.0696
Performance	D1	Product diversity	0.0723	0.2662
	D2	Overall vision	0.0597
	D3	Sellers-customer interactivity	0.0643
	D4	live broadcast time	0.0699