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AHP-Based Research on the User Experience of Clothing Sales Live Broadcasts

In: Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)

Author

Listed:
  • Qi Shen

    (Jiangsu Maritime Institute
    China University of Mining and Technology)

  • Lingjing Bian

    (Jiangsu Society of Technical and Vocational Education)

  • Kang Yu

    (Jiangsu Maritime Institute)

  • Jing Chen

    (Universiti Sains Malaysia)

  • Ya Ma

    (Jiangsu Maritime Institute)

Abstract

This study aims to explore user preferences for clothing sales live broadcasts and identify the key factors influencing the user experience. Utilizing the Analytic Hierarchy Process (AHP) method, the research focuses on evaluating the user experience of clothing sales live broadcasts. By assessing and scoring various aspects of the user experience, the study derives the weight of each layer in the hierarchical structure of the evaluation metrics. This provides a foundation for subsequent optimization and improvement of the live streaming experience in the clothing sales category. In the first level weighting, live broadcast scenes > Platform factors > live broadcast > host image, and in the secondary weights, the relatively higher qualities are background music, room layout, text and symbols, platform dependence, platform praise, and platform guarantee, which shows that the above qualities are the main qualities affecting live broadcasts of apparel sales, and they need to be given higher importance.

Suggested Citation

  • Qi Shen & Lingjing Bian & Kang Yu & Jing Chen & Ya Ma, 2025. "AHP-Based Research on the User Experience of Clothing Sales Live Broadcasts," Advances in Economics, Business and Management Research, in: Huaping Sun & Hang Luo & Vilas Gaikar & Natālija Cudečka-Puriņa (ed.), Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), pages 794-801, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-734-2_87
    DOI: 10.2991/978-94-6463-734-2_87
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