AHP Analysis of Factors Influencing Customer Trust in E-commerce Live Streaming Shopping in Hangzhou

In this study, the analytic hierarchy process (AHP) was used to construct a customer trust model of live streaming shopping that includes four main factors (product, anchor, platform, seller) and twelve sub-factors. Based on the results of the AHP questionnaire survey of live shopping users in Hangzhou, the product factor is the most critical in building customer trust. Among the sub-factors, product quality and information, anchor professionalism, platform transaction security, and seller integrity are of great significance. The results of the study provide strategic recommendations for foreign merchants to explore the Chinese live streaming market. The aim is to identify the key factors that affect customer trust in live streaming shopping, and to provide guidance for foreign merchants who want to enter the Chinese market.