A Multi-Criteria Group Decision-Making Method for Risk Assessment of Live-Streaming E-Commerce Platform

Abstract

Live-streaming e-commerce is the future development direction of the retail industry. When retailers choose a live-streaming e-commerce platform, they face the test of various risks of the platform, such as insecure control of capital flow, insufficient support of public domain traffic, etc. Therefore, it is necessary to evaluate the risks of the platform to help retailers identify the platform with the lowest risk. Considering the complexity of the risks of live-streaming e-commerce platforms and the ambiguity of the decision-makers thinking, the current method for multi-criteria group decision-making (MCGDM) method in a fuzzy environment rarely discusses the decision-makers weight for the criterion. This paper proposes interval-valued intuitionistic fuzzy multi-criteria group decision-making based on the decision-makers’ professionalism to evaluate the platform’s risks. This method determines the decision-maker’s weight for the criterion based on the professionalism of the decision-maker and uses the technique for order preference by similarity to an ideal solution (TOPSIS) method to rank the alternative platforms. Finally, a risk assessment of the agricultural product live-streaming e-commerce platforms is used as a case study to demonstrate the feasibility and effectiveness of the proposed method. This research will not only provide practical guidance for retailers to choose the live-streaming e-commerce platform with the lowest comprehensive risk but also provide ideas for the research of live-streaming e-commerce from the perspective of risk assessment.

The Rise of Collaborative Consumption in EU Member States: Exploring the Impact of Collaborative Economy Platforms on Consumer Behavior and Sustainable Consumption

“…In practice, the collaborative economy, according to Menor-Campos et al [43] and Kong et al [44], entails changes in the economic behavior of consumers and fosters new business models where trust is a prerequisite for individuals to engage in commercial transactions. In this context, the activity of real-time risk identification and management in e-commerce, as discussed by Sharmaa et al [45], becomes relevant for the advancement of retail trade, as emphasized by Su et al [46].…”

“…The empirical study's findings [44][45][46][47][48] show that reviews, information privacy, and transaction security build users' trust. This trust contributes to their continued intention to use the exchange platform for social commerce and share positive consumption experiences with other consumers.…”

The Business Digitalization Process in SMEs from the Implementation of e-Commerce: An Empirical Analysis

“…Digitalization is an internal process that companies execute in order to transform their existing business model into a digitally based business model where the ICT is located at the core of the daily operations involving customers and providers in the business activity [42]. The rapid adoption in companies of modern information technologies such as big data, the Internet of Things, cloud computing, and the blockchain have provided the necessary tools to improve their business management skills [43]. "Digitalization trends are disrupting the ways in which firms do business" [28].…”

Evaluating Information Risk Propagation in Complex Public Opinion Environments Based on the Improved Grey Relational Analysis—Decision Making Trial and Evaluation Laboratory Method

“…Under a circular economy context, Yazdani et al [21] employed a multi-criteria decision-making framework for agricultural product risk management. Su et al [22] used a multi-criteria group decision-making approach for risk assessment of live e-commerce platforms. In addition, scholars have also applied multi-criteria decision-making methods to various other evaluation problems.…”