Effect Evaluation of Live Streaming E-Commerce Policies: A Weight TOPSIS Method

Abstract

With fierce competition between platforms and the change of consumer behavior, a new trend is emerging in the pattern and business model of live streaming e-commerce. Scientific and reasonable policy system is an important strategic support for its vigorous development. In this paper, the four-dimensional analysis framework of regional live streaming e-commerce support policy is established from the policy-making perspective, and the evaluation index system as well. Then, ten typical live streaming e-commerce policies as samples are selected to evaluate the effect by the text mining and entropy weight TOPSIS method, and the horizontal and vertical comparative analysis are carried out. Results show the weights differences exist between policy strength, policy tools, policy objectives, and policy synergy. Policy attribute index of policy strength has the greatest impact on policy evaluation. The more specific and clear the objective, the higher the degree of quantification, the better the policy evaluation effect. Finally, it puts forward optimization path to accelerate the live streaming e-commerce, and further research direction is explored. This paper can provide some theoretical and methodological implications during the process of policy formulation, implementation and evaluation of new business models managerial implications to facilitate its orderly and high-quality evolution as well.