Title: Comprehensive evaluation method of live streaming business model in online marketing environment

Authors: Miaomiao Zhang; Pianpian Zhao; Pei Wang

Addresses: School of Journalism and Communication, Hebei Institute of Communications, Shijiazhuang, 050000, China ' Department of Economics and Management, Hebei Energy College of Vocation and Technology, Tangshan, 063000, China ' Department of Economics and Management, Hebei Energy College of Vocation and Technology, Tangshan, 063000, China

Abstract: In order to effectively analyse the business model of live streaming, this article studies a comprehensive evaluation method for live streaming business models in an online marketing environment. Firstly, the analytic hierarchy process is used to determine the 20 evaluation indicators of the indicator layer. Then, calculate the indicator weights based on the entropy method. Finally, based on comprehensive evaluation indicators, conduct a comprehensive evaluation of the live streaming business model. Through experiments, it can be seen that the evaluation method proposed in this article can accurately analyse the importance of evaluation indicators, and the evaluation results are consistent with the actual state of the live streaming sales business model. Multiple secondary indicators designed can better measure economic effectiveness, marketing effectiveness, market competition, and consumer influence, which can reflect the good practical application performance of the proposed method in this article.

Keywords: network marketing; live streaming with goods; business model; comprehensive assessment; evaluation metrics.

DOI: 10.1504/IJWBC.2024.142482

International Journal of Web Based Communities, 2024 Vol.20 No.3/4, pp.228 - 244

Received: 19 May 2023
Accepted: 10 Oct 2023
Published online: 04 Nov 2024 *

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