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

Table 8

Relevance and importance.

Criteria		D (Influences)	R (Effects)	D + R	D–R
Seller taste	A1	7.4944	7.0064	14.5008	0.4879
Seller popularity	A2	8.2918	8.1581	16.4500	0.1337
Seller attractiveness	A3	7.6282	8.1293	15.7575	−0.5011
Seller trust	A4	7.5722	8.2481	15.8203	−0.6758
Subjective attitude	B1	7.0759	6.9786	14.0545	0.0973
Platform convenience	B2	6.6113	6.9820	13.5933	−0.3707
Product discount	C1	8.1924	7.5677	15.7601	0.6247
Product quality	C2	7.6710	7.0434	14.7144	0.6276
Product awareness	C3	7.6454	7.2902	14.9357	0.3552
Service quality	C4	7.1433	7.2688	14.4121	−0.1254
Product diversity	D1	7.4282	6.9662	14.3944	0.4619
Overall vision	D2	6.1213	6.6562	12.7775	−0.5349
Sellers-customer interactivity	D3	6.5934	7.0179	13.6113	−0.4245
live broadcast time	D4	7.1842	7.3400	14.5241	−0.1558