基于模糊层次分析法的抖音服装直播中消费者购买决策影响因素分析

Analysis of Influencing Factors on Consumers’ Purchase Decision-Making in Douyin Apparel Live Streaming Based on Fuzzy Analytic Hierarchy Process

摘要: 为探究抖音服装直播中消费者购买决策的关键影响因素，本研究结合模糊层次分析法(FAHP)与德尔菲法，构建包含服装产品、直播与附加服务、消费者3个准则层及18个指标层的评价体系。实证分析显示，直播与附加服务对购买决策影响最大，其次为服装产品和消费者自身因素；个人收入、主播特征、主播互动性是核心指标。研究结果为抖音服装直播从业者优化直播策略、品牌方精准适配需求、平台完善支撑体系提供了科学参考，助力行业可持续发展。

Abstract: To explore the key influencing factors of consumers’ purchase decision-making in Douyin apparel live streaming, this study integrates the Fuzzy Analytic Hierarchy Process (FAHP) with the Delphi method to construct an evaluation system. The system comprises 3 criteria layers (apparel products, live streaming and value-added services, and consumers) and 18 indicator layers. Empirical analysis demonstrates that live streaming and value-added services exert the greatest impact on purchase decision-making, followed by apparel products and consumers’ own factors; personal income, streamer characteristics and streamer interactivity are identified as the core indicators. The research findings provide a scientific reference for Douyin apparel live streaming practitioners to optimize live streaming strategies, for brands to precisely match consumer demands, and for platforms to improve their support systems, so as to facilitate the sustainable development of the industry.