The Key Factors of Watching Live Streaming in Taiwanese Manufacturing Sectors Identified by the Analytic Hierarchy Process †
Abstract
:1. Introduction
2. Literature Review
3. Research Method
3.1. AHP
3.2. Questionnaire Design and Survey
4. Result and Discussion
4.1. Ranking
4.2. Discussions
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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No. | Code | Barriers | Description | Reference |
---|---|---|---|---|
Viewers’ motivation to watch live streaming (VM) | ||||
1 | VM1 | Social aspects | Satisfy and gain social support through live streaming platforms | [8] |
2 | VM2 | Obtaining information | Get new knowledge through live streaming platforms | [9] |
3 | VM3 | Visual design | Viewers and live streaming manufacturers can interact, exchange information, and conduct online teaching | [10] |
Product market pricing (PP) | ||||
1 | PP1 | Business trend analysis | Enterprises have a grasp of the latest business innovation directions and context. What these refer to are trends like benchmark cases and overall industry trends | [13,23] |
2 | PP2 | Technical analysis | Collect the cross-field technologies required by enterprises when conducting design innovation to understand the implementation methods and feasibility of innovation | [12,26] |
3 | PP3 | Selecting target markets | Strengthen the interactivity of the market, and sociality contributes to the concept of one-to-one marketing | [11] |
Brand promotion resource (BR) | ||||
1 | BR1 | Brand design | Brand design in a broad sense includes strategic design, product design, and image design. Corporate image design is an aspect of brand design, and its connotation is relatively broad | [15,27] |
2 | BR2 | Local integration | Integrate locally related resources, materials, workforce, expertise, etc. to assist in product manufacturing, sales, promotion, etc. | [14] |
3 | BR3 | Marketing and channel experience planning | Mainly through understanding the positioning of current competitors and overall channel analysis, we develop channel-specific brand strategies, so that the marketing strategy can be fully realized in stores. Channel strategy includes distribution, price, and promotion | [28,29] |
Intensity of Importance | Definition |
---|---|
1 | Equal importance |
3 | Moderate importance |
5 | Strong importance |
7 | Very strong importance |
9 | Extreme importance |
Factor | Weight | Relative Ranking |
---|---|---|
Viewers’ motivation to watch live streaming (VM) | 0.649 | 1 |
Product market pricing (PP) | 0.247 | 2 |
Brand promotion resource (BR) | 0.104 | 3 |
Code | C.R | Decision |
---|---|---|
VM | 0.030 | Accept |
VM1 | 0.001 | Accept |
VM2 | 0.003 | Accept |
VM3 | 0.004 | Accept |
PP | 0.009 | Accept |
PP1 | 0.005 | Accept |
PP2 | 0.006 | Accept |
PP3 | 0.007 | Accept |
BR | 0.010 | Accept |
BR1 | 0.009 | Accept |
BR2 | 0.008 | Accept |
BR3 | 0.001 | Accept |
Sub-Factor | Weight | Overall Weight | Ranking |
---|---|---|---|
VM1 | 0.663 | 0.428 | 1 |
VM2 | 0.238 | 0.154 | 3 |
VM3 | 0.099 | 0.064 | 6 |
PP1 | 0.652 | 0.163 | 2 |
PP2 | 0.271 | 0.068 | 4 |
PP3 | 0.077 | 0.019 | 8 |
BR1 | 0.647 | 0.068 | 4 |
BR2 | 0.271 | 0.029 | 7 |
BR3 | 0.081 | 0.009 | 9 |
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Hoang, T.-T.; Huang, Y.-F.; Do, M.-H. The Key Factors of Watching Live Streaming in Taiwanese Manufacturing Sectors Identified by the Analytic Hierarchy Process. Eng. Proc. 2024, 74, 29. https://doi.org/10.3390/engproc2024074029
Hoang T-T, Huang Y-F, Do M-H. The Key Factors of Watching Live Streaming in Taiwanese Manufacturing Sectors Identified by the Analytic Hierarchy Process. Engineering Proceedings. 2024; 74(1):29. https://doi.org/10.3390/engproc2024074029
Chicago/Turabian StyleHoang, Thi-Them, Yung-Fu Huang, and Manh-Hoang Do. 2024. "The Key Factors of Watching Live Streaming in Taiwanese Manufacturing Sectors Identified by the Analytic Hierarchy Process" Engineering Proceedings 74, no. 1: 29. https://doi.org/10.3390/engproc2024074029