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.
