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A hybrid MCDM model for live-streamer selection via the fuzzy Delphi method, ahp, and topsis

Lim, You Rang and Ariffin, Aini Suzana and Ali, Mazlan and Chang, Kuei Lun (2021) A hybrid MCDM model for live-streamer selection via the fuzzy Delphi method, ahp, and topsis. Applied Sciences (Switzerland), 11 (19). pp. 1-15. ISSN 2076-3417


Official URL: http://dx.doi.org/10.3390/app11199322


The development of the Internet is a key revolution of the 20th century. The Internet has led to a boom in e-commerce. Online shopping is generally the most popular shopping option for consumers. The coronavirus disease 2019 (COVID-19) pandemic has resulted in adopting various measures, such as lockdown and stay-at-home orders, in various countries. This has led to changes in people’s consumption habits. In Taiwan, consumer behavior has also rapidly shifted to online shopping after the outbreak of the COVID-19. As livestreaming breaks time and space barriers, its real-time, interactive, and authentic features are unparalleled compared to other marketing meth-ods, thereby creating a brand-new shopping experience for consumers. Accordingly, livestream shopping, a new consumption model, has developed and become an essential part of people’s daily lives. Live-streamers, who are similar to salespersons in traditional markets, play a vital role in e-commerce livestreaming. The success of livestream shopping has highlighted the importance of live-streamers. The competition among live-streamers has become more intense because of the arrival of many newcomers. Thus, operators must make careful hiring decisions. However, no related literature in the past has investigated this important topic. Therefore, this study applied a hybrid multi-criteria decision-making (MCDM) model comprising the fuzzy Delphi method (screen the selection criteria), analytic hierarchy process (AHP) (obtain the weight of each dimension and criterion), and technique for order preference by similarity to ideal solution (TOPSIS) (rank the alternatives) to assist the managers of shopping websites in selecting live-streamers. We interviewed the managers of shopping websites and reviewed the related literature to compile the selection criteria. Following the fuzzy Delphi method, 15 important selection criteria were retained based on the 30 managers’ opinions. Further, the criteria were classified into dimensions based on the previous literature and interviews conducted on managers to establish a hierarchical framework. On the basis of this hierarchical framework, AHP and TOPSIS were applied to help a case company select live-streamers.

Item Type:Article
Uncontrolled Keywords:fuzzy Delphi method, live-streamer, shopping website
Subjects:T Technology > T Technology (General)
Divisions:Razak School of Engineering and Advanced Technology
ID Code:94295
Deposited By: Yanti Mohd Shah
Deposited On:31 Mar 2022 23:29
Last Modified:31 Mar 2022 23:29

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