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

Table 9

Importance ranking.

Criteria		DEMATEL	ANP	Borda Score	Final Sequence
Seller taste	A1	8	7	15	7
Seller popularity	A2	1	1	2	1
Seller attractiveness	A3	4	5	9	4
Seller trust	A4	2	6	8	3
Subjective attitude	B1	11	11	22	11
Platform convenience	B2	13	12	25	12
Product discount	C1	3	2	5	2
Product quality	C2	6	3	9	5
Product awareness	C3	5	4	9	6
Service quality	C4	9	10	19	10
Product diversity	D1	10	8	18	9
Overall vision	D2	14	14	28	14
Sellers-customer interactivity	D3	12	13	25	13
live broadcast time	D4	7	9	16	8