Multidimensional Evaluation of Consumers’ Shopping Risks under Live-Streaming Commerce

Hongbo Li, Zhenzhen Wang, Zhijie Yuan () and Xin Yan ()
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Hongbo Li: School of Management, Shanghai University, Shanghai 200444, China
Zhenzhen Wang: School of Management, Shanghai University, Shanghai 200444, China
Zhijie Yuan: School of Management, Shanghai University, Shanghai 200444, China
Xin Yan: School of Cultural Heritage and Information Management, Shanghai University, Shanghai 200444, China

Sustainability, 2023, vol. 15, issue 19, 1-14

Abstract: As a new e-commerce model, live-streaming commerce enhances consumers’ shopping experiences by providing deeply involved online interaction. However, in live-streaming commerce, consumers are also faced with many shopping risks, such as fake products, poor after-sales service, etc. Therefore, we propose an analysis framework to evaluate consumers’ shopping risks on live-streaming commerce platforms. In our framework, we first construct a multidimensional consumer shopping risk evaluation index system by considering different stakeholders involved in live-streaming commerce. Then, we assess consumer shopping risks based on an intuitionistic fuzzy analytic hierarchy process and cloud model. Our framework is applied to evaluate consumers’ shopping risks on four typical live streaming commerce platforms in China, i.e., Taobao, Douyin, Kuaishou, and JD.com. Our research results provide decision support for different parties involved in live-streaming commerce and thus promote the sustainable development of the live-streaming commerce industry.

Keywords: live-streaming commerce; consumers’ shopping risks; intuitionistic fuzzy analytic hierarchy process; cloud model; sustainable development (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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