Study on the Weightings of Evaluation Indicators for Factors Influencing Eastern and Western Consumers’ Purchase Intentions in Live Streaming E-Commerce Based on the Triangular Fuzzy Number

This study aims to explore the preferences of factors influencing Eastern and Western consumers’ purchase intentions in E-commerce live streaming under different cultural backgrounds. On the theoretical basis of Individualism/Collectivism, Uncertainty Avoidance, Long Term Orientation & Short Term Orientation in the Hofstede (2011) model and High Context & Low Context proposed by Hall (1976), a questionnaire for evaluation indicators was designed for Eastern and Western consumers. Three groups, i.e., Chinese local consumers (n = 44), Chinese consumers having lived in the West for over half a year (n = 43), and Western consumers having lived in China for over half a year (n = 30), were invited to take part in this study. According to the fundamentals of Triangular Fuzzy Number, through data collection, this article statistically analyzed the evaluation indicators influencing the willingness of Eastern and Western consumers to watch live-streaming shopping, quantified the importance of evaluation indicators with weights, and then analyzed the willingness, needs and preferences of Eastern and Western consumers watching live-streaming shopping. The findings showed that both Eastern and Western consumers considered visual display and anchors’ professionalism as the most important indicators. Eastern consumers represented by Chinese consumers placed more weight on being able to buy more affordable goods with guaranteed quality in live-streaming shopping while Western consumers represented by European and American consumers were more concerned about the personality of anchors. This study will have some reference value for the cross-cultural study on live-streaming shopping and related industry network operations.