{"id":"https://openalex.org/W4410969271","doi":"https://doi.org/10.3390/jtaer20020120","title":"Risk Assessment of Live-Streaming Marketing Based on Hesitant Fuzzy Multi-Attribute Group Decision-Making Method","display_name":"Risk Assessment of Live-Streaming Marketing Based on Hesitant Fuzzy Multi-Attribute Group Decision-Making Method","publication_year":2025,"publication_date":"2025-06-01","ids":{"openalex":"https://openalex.org/W4410969271","doi":"https://doi.org/10.3390/jtaer20020120"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20020120","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020120","pdf_url":"https://www.mdpi.com/0718-1876/20/2/120/pdf?version=1748761077","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/2/120/pdf?version=1748761077","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5066919154","display_name":"Changlu Zhang","orcid":"https://orcid.org/0000-0003-2382-649X"},"institutions":[{"id":"https://openalex.org/I78675632","display_name":"Beijing Information Science & Technology University","ror":"https://ror.org/04xnqep60","country_code":"CN","type":"education","lineage":["https://openalex.org/I78675632"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Changlu Zhang","raw_affiliation_strings":["Beijing Key Lab of Big Data Decision Making for Green Development, Beijing 100192, China","School of Management Science and Engineering, Beijing Information Science & Technology University, Beijing 100192, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Beijing Key Lab of Big Data Decision Making for Green Development, Beijing 100192, China","institution_ids":[]},{"raw_affiliation_string":"School of Management Science and Engineering, Beijing Information Science & Technology University, Beijing 100192, China","institution_ids":["https://openalex.org/I78675632"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5108137949","display_name":"Yuchen Wang","orcid":"https://orcid.org/0000-0002-6165-6500"},"institutions":[{"id":"https://openalex.org/I78675632","display_name":"Beijing Information Science & Technology University","ror":"https://ror.org/04xnqep60","country_code":"CN","type":"education","lineage":["https://openalex.org/I78675632"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Yuchen Wang","raw_affiliation_strings":["Beijing Key Lab of Big Data Decision Making for Green Development, Beijing 100192, China","School of Management Science and Engineering, Beijing Information Science & Technology University, Beijing 100192, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Beijing Key Lab of Big Data Decision Making for Green Development, Beijing 100192, China","institution_ids":[]},{"raw_affiliation_string":"School of Management Science and Engineering, Beijing Information Science & Technology University, Beijing 100192, China","institution_ids":["https://openalex.org/I78675632"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5100680433","display_name":"Jian Zhang","orcid":"https://orcid.org/0000-0002-8824-8574"},"institutions":[{"id":"https://openalex.org/I78675632","display_name":"Beijing Information Science & Technology University","ror":"https://ror.org/04xnqep60","country_code":"CN","type":"education","lineage":["https://openalex.org/I78675632"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jian Zhang","raw_affiliation_strings":["Beijing Key Lab of Big Data Decision Making for Green Development, Beijing 100192, China","School of Management Science and Engineering, Beijing Information Science & Technology University, Beijing 100192, China"],"raw_orcid":"https://orcid.org/0000-0002-8824-8574","affiliations":[{"raw_affiliation_string":"Beijing Key Lab of Big Data Decision Making for Green Development, Beijing 100192, China","institution_ids":[]},{"raw_affiliation_string":"School of Management Science and Engineering, Beijing Information Science & Technology University, Beijing 100192, China","institution_ids":["https://openalex.org/I78675632"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5108137949"],"corresponding_institution_ids":["https://openalex.org/I78675632"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1082},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1082},"fwci":7.8944,"has_fulltext":true,"cited_by_count":5,"citation_normalized_percentile":{"value":0.96876039,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":91,"max":99},"biblio":{"volume":"20","issue":"2","first_page":"120","last_page":"120"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14139","display_name":"E-commerce and Technology Innovations","score":0.9958999752998352,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14139","display_name":"E-commerce and Technology Innovations","score":0.9958999752998352,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9771000146865845,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9435999989509583,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/group-decision-making","display_name":"Group decision-making","score":0.6488906145095825},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6433850526809692},{"id":"https://openalex.org/keywords/group","display_name":"Group (periodic table)","score":0.451670378446579},{"id":"https://openalex.org/keywords/fuzzy-logic","display_name":"Fuzzy logic","score":0.44609761238098145},{"id":"https://openalex.org/keywords/operations-research","display_name":"Operations research","score":0.3725464344024658},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.3326456546783447},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.32472914457321167},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.28916722536087036},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.1289220154285431},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.12658002972602844}],"concepts":[{"id":"https://openalex.org/C20701700","wikidata":"https://www.wikidata.org/wiki/Q388791","display_name":"Group decision-making","level":2,"score":0.6488906145095825},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6433850526809692},{"id":"https://openalex.org/C2781311116","wikidata":"https://www.wikidata.org/wiki/Q83306","display_name":"Group (periodic table)","level":2,"score":0.451670378446579},{"id":"https://openalex.org/C58166","wikidata":"https://www.wikidata.org/wiki/Q224821","display_name":"Fuzzy logic","level":2,"score":0.44609761238098145},{"id":"https://openalex.org/C42475967","wikidata":"https://www.wikidata.org/wiki/Q194292","display_name":"Operations research","level":1,"score":0.3725464344024658},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.3326456546783447},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.32472914457321167},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.28916722536087036},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.1289220154285431},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.12658002972602844},{"id":"https://openalex.org/C178790620","wikidata":"https://www.wikidata.org/wiki/Q11351","display_name":"Organic chemistry","level":1,"score":0.0},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer20020120","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020120","pdf_url":"https://www.mdpi.com/0718-1876/20/2/120/pdf?version=1748761077","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:63c2c69d817b4b3087bd672c67485a46","is_oa":true,"landing_page_url":"https://doaj.org/article/63c2c69d817b4b3087bd672c67485a46","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 2, p 120 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20020120","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020120","pdf_url":"https://www.mdpi.com/0718-1876/20/2/120/pdf?version=1748761077","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4410969271.pdf","grobid_xml":"https://content.openalex.org/works/W4410969271.grobid-xml"},"referenced_works_count":38,"referenced_works":["https://openalex.org/W1965239040","https://openalex.org/W2002574279","https://openalex.org/W2040121225","https://openalex.org/W2083199031","https://openalex.org/W2116365436","https://openalex.org/W2123195536","https://openalex.org/W2779610776","https://openalex.org/W2797963859","https://openalex.org/W2804548084","https://openalex.org/W2898549912","https://openalex.org/W2920005441","https://openalex.org/W2931299015","https://openalex.org/W2951628043","https://openalex.org/W2974846222","https://openalex.org/W3011402052","https://openalex.org/W3012795991","https://openalex.org/W3030616540","https://openalex.org/W3155914460","https://openalex.org/W3208008611","https://openalex.org/W4205632731","https://openalex.org/W4206722727","https://openalex.org/W4211007335","https://openalex.org/W4223475609","https://openalex.org/W4282570256","https://openalex.org/W4283814535","https://openalex.org/W4306796170","https://openalex.org/W4362667528","https://openalex.org/W4362733326","https://openalex.org/W4377108281","https://openalex.org/W4380632202","https://openalex.org/W4380679953","https://openalex.org/W4386807258","https://openalex.org/W4386963079","https://openalex.org/W4391326518","https://openalex.org/W4399781820","https://openalex.org/W4407929077","https://openalex.org/W6805667158","https://openalex.org/W6852979914"],"related_works":["https://openalex.org/W2184221808","https://openalex.org/W2740147593","https://openalex.org/W2547800031","https://openalex.org/W4247431094","https://openalex.org/W3200324093","https://openalex.org/W2352386950","https://openalex.org/W4230573045","https://openalex.org/W2352120478","https://openalex.org/W2014786470","https://openalex.org/W2077860847"],"abstract_inverted_index":{"(1)":[0],"Background:":[1],"With":[2],"the":[3,23,47,55,88,103,110,124,131,150,159,166,173,205,208,214,236,240,246,280,286,296,310,349,375],"deep":[4],"integration":[5,63],"of":[6,22,49,57,90,106,113,126,133,154,175,207,222,261,285,303,309,336,374],"e-commerce":[7,28,51,59,75],"and":[8,16,35,39,61,70,93,109,141,188,211,268,278,282,325,363,370],"video":[9],"technology,":[10],"live-streaming":[11,27,50,58,74,127,155,215,266,287,333,364,376],"marketing":[12,29,60,76,91,128,216,288,334,377],"has":[13],"emerged":[14],"globally":[15],"maintained":[17],"rapid":[18],"growth.":[19],"However,":[20],"most":[21],"current":[24],"research":[25,44],"on":[26,31,149,235,245,348],"focuses":[30],"merchants\u2019":[32],"sales":[33],"strategies":[34],"consumers\u2019":[36,259],"purchase":[37],"intentions,":[38],"there":[40],"is":[41,162,200,233,341],"relatively":[42],"little":[43],"related":[45,272],"to":[46,129,164,203,257,271,366],"risks":[48,145,217,237],"marketing.":[52],"Nevertheless,":[53],"with":[54,64,239],"development":[56,284,373],"its":[62],"technologies":[65],"such":[66,80,101],"as":[67,81,102],"artificial":[68],"intelligence":[69],"virtual":[71],"reality":[72],"(VR),":[73],"still":[77],"faces":[78],"challenges":[79],"unclear":[82],"subject":[83],"responsibility,":[84],"difficulty":[85],"in":[86,172,218,227,301],"verifying":[87],"authenticity":[89],"information,":[92],"uneven":[94],"product":[95],"quality.":[96],"It":[97],"also":[98],"harbors":[99],"problems":[100],"ethical":[104],"misbehavior":[105],"AI":[107,311],"anchors":[108,226],"excessive":[111],"beautification":[112],"products":[114],"by":[115],"VR":[116,314],"technology.":[117],"(2)":[118],"Methods:":[119],"This":[120,254],"study":[121,255],"systematically":[122],"analyzes":[123],"scenarios":[125],"elucidate":[130],"mechanisms":[132],"risk":[134,142,168,178,209,247,262,299,335],"formation.":[135],"Utilizing":[136],"fault":[137],"tree":[138],"analysis":[139,232,350],"(FTA)":[140],"checklist":[143],"methods,":[144],"are":[146,252,354],"identified":[147],"based":[148],"three":[151,182,223],"core":[152],"elements":[153],"marketing:":[156],"\u201cpeople\u2013products\u2013scenes\u201d.":[157],"Subsequently,":[158],"Delphi":[160],"method":[161,198],"employed":[163],"refine":[165],"initial":[167],"indicator":[169,179],"system,":[170],"resulting":[171],"construction":[174],"a":[176,230],"comprehensive":[177,332],"system":[180],"comprising":[181],"first-level":[183],"indicators,":[184,187],"six":[185,241],"second-level":[186],"16":[189],"third-level":[190],"indicators.":[191,243],"A":[192],"hesitant":[193],"fuzzy":[194],"multi-attribute":[195],"group":[196],"decision-making":[197],"(HFMGDM)":[199],"then":[201],"applied":[202],"calculate":[204],"weights":[206],"indicators":[210,300],"comprehensively":[212],"assess":[213],"live":[219,338],"broadcast":[220,339],"rooms":[221],"prominent":[224],"celebrity":[225],"China.":[228],"Furthermore,":[229],"detailed":[231],"conducted":[234],"associated":[238],"secondary":[242],"Based":[244,347],"evaluation":[248],"results,":[249,351],"targeted":[250,352],"recommendations":[251,353],"proposed.":[253],"aims":[256],"enhance":[258],"awareness":[260],"prevention":[263],"when":[264],"conducting":[265],"transactions":[267],"pay":[269],"attention":[270],"risks,":[273],"thereby":[274],"safeguarding":[275],"consumer":[276,368],"rights":[277],"fostering":[279],"healthy":[281],"sustainable":[283,372],"industry.":[289,378],"(3)":[290],"Conclusions:":[291],"The":[292,331],"results":[293],"show":[294],"that":[295],"top":[297],"five":[298],"terms":[302],"weight":[304],"ranking":[305],"are:":[306],"Ethical":[307],"Risk":[308,317],"Anchor":[312,319],"(A4),":[313],"Technology":[315],"Promotion":[316],"(F3),":[318],"Reputation":[320],"(A1),":[321],"Product":[322],"Quality":[323,329],"(D1),":[324],"Logistics":[326],"Distribution":[327],"Service":[328],"(D2).":[330],"each":[337],"room":[340],"Y":[342],">":[343,345],"L":[344],"D.":[346],"provided":[355],"for":[356],"anchors,":[357],"MCN":[358],"institutions,":[359],"merchants,":[360],"supply":[361],"chains,":[362],"platforms":[365],"improve":[367],"satisfaction":[369],"promote":[371]},"counts_by_year":[{"year":2026,"cited_by_count":4},{"year":2025,"cited_by_count":1}],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}