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

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.