應用層級分析法(AHP)探討消費者選擇穿搭直播主之關鍵因子探討;Consumers select fashion live broadcast host with Analytic Hierarchy Process

NCUIR > School of Management at National Central University > Executive Master of Business Administration > Electronic Thesis & Dissertation > Item 987654321/96142

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/96142

Title:	應用層級分析法(AHP)探討消費者選擇穿搭直播主之關鍵因子探討;Consumers select fashion live broadcast host with Analytic Hierarchy Process
Authors:	陳儷心;CHEN, LI-SIN
Contributors:	企業管理學系在職專班
Keywords:	穿搭直播主;層級分析法
Date:	2024-10-16
Issue Date:	2025-04-09 16:13:27 (UTC+8)
Publisher:	國立中央大學
Abstract:	本研究探討消費者遴選穿搭直播主的關鍵因素，透過相關文獻的探討和與消費者反饋，並使用層級分析法作為本論文的研究方法，建立4層架構進行評量，第1層為研究標的穿搭直播主的遴選關鍵因素；第2層是為由評估標的而展出的評估要因，是為聲譽、專業性、吸引力、相似性、經濟條件以及說服性等六大項；第3層則為評估準則，由第2層之6項評估要因，分別各展出3個評估準則，總計18項評估準則；而第4層之中為唐葳、FIFI陳佳瑜和KIMY共三位直播主方案選擇。研究結果發現，在藉由與8位專家與3位消費者深入訪談與調查後，進一步得出各準則與各屬性間的權重，在6項評估要因之中，其中最重視前3項分別為經濟條件、相似性和說服性，後續再依照18項評估準則間的權重相互比較，前三名分別是性價比、身形條件匹配度和具備專業知識。本研究訪問3位消費者驗證AHP評量模式前後選擇方案是否相符以及其可用性，結果3位消費者中全數吻合，故本研究的AHP評量模式可適用於遴選穿搭直播主之方案選擇。關鍵字：穿搭直播主、層級分析法 ;This study explores the key factors for consumers to select fashion live broadcasters. Through the discussion of relevant literature and consumer feedback, and using the Analytic Hierarchy Process as the research method of this paper, a 4-layer structure is established for evaluation. The first layer is the key factors for selecting the fashion live host of the research target; the second level is the evaluation factors exhibited to evaluate the target, which are six major items: reputation, professionalism, attractiveness, similarity, economic conditions and persuasiveness; the third level is the evaluation criteria, and have extended each 3 details criteria from the second level, so the total of 18 evaluation criteria. On the fourth floor are the Live broadcast main plan selection for Tang Wei, FIFI Chen and KIMY. The research results found that after in-depth interviews and surveys with 8 experts and 3 consumers, the weights between each criterion and each attribute were further obtained. Among the 6 evaluation factors, the top 3 most important ones were: Economic conditions, similarity and persuasiveness. Then compared with each other according to the weight of 18 evaluation criteria. The top three are cost-effectiveness, body shape matching degree and professional knowledge. This study interviewed 3 consumers to verify whether the selection options before and after the AHP evaluation model are consistent and its usability. The results were all consistent among the 3 consumers. Therefore, the AHP evaluation model in this study can be applied to the selection of fashion live broadcasters for consumers.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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