Abstract: Live shoppingis different from traditional e-commerce sales. Live shopping eliminates the time difference between consumers and product displays, allowing consumers to experience product quality more intuitively and accurately in the live streaming room. Live streaming not only provides convenience for consumers, but also provides a suitable platform for retailersto promote products. Utilizing professional streamers to promote products has become the most popular form of product sales at present. How to choose the most suitable professional live streaming room is the primary decision-making issue faced by retailers.The quality of streamers is generally measured by popularity, and the prices of streamers with different popularity also vary. Streamers with high popularity often have high prices, and inflated indices may be caused by fake popularity. From the perspective of the affordances of live streaming window functions, the differences in design elements of live streaming rooms can also have different impacts on consumers’ purchasing intentions. Therefore, when making choices, merchants cannot solely rely on the popularity of the streamer but need to start from multiple perspectives and gather the wisdom of multiple people to use group multi-attribute decision-making methods to select the optimal live streaming room.However, previous research on intuitionistic fuzzy language sets has encountered problems such as aggregation operators not meeting basic mathematical properties, expert weight calculation neglecting subjective weights, and inheritance operators missing the calculation of hesitancy.
This study utilizes the improved intuitionistic fuzzy language set and combines it with the similarity calculation formula between intuitionistic fuzzy numbers. The topsis method is used to compare the results and determine the most suitable live streaming window for retailers. In theory, this study proposes a novel intuitionistic fuzzy aggregation operator, which compensates for the deficiency of previous operator information and does not meet basic mathematical properties. Second, the calculation method of expert weights in group multi-attribute decision-making has been improved, considering both subjective and objective weights of experts. When calculating subjective weights, the calculation formula for similarity between intuitionistic fuzzy numbers has been improved. Once again, when using integration operators for integration, this study considers that the original score function lacks the calculation of hesitation, and thus proposes a new score function. Finally, based on the above improved methods, this paper proposes a novel group multi-attribute decision-making method based on intuitionistic fuzzy language sets. In practice, this article starts from the current hottest issue of live streaming with goods and considers the selection of live streaming rooms for goods from the perspective of retailers. In previous literature, four functional design elements of live streaming rooms that affect consumers’ purchasing intentions were summarized, and six attributes of live streaming rooms that affect merchant decisions were summarized based on their popularity and delivery prices. And utilizing the optimized intuitionistic fuzzy group multi-attribute decision-making method, it provides an effective means for merchants to choose suitable live streaming windows.

Key words: intuitionistic fuzzy linguistic set, intuitive fuzzy set, group multiple attribute decision making, IFPHA, score function, attributes’ weight, live broadcast anchor

摘要： 商家利用职业直播带货主播推销产品已经成为当下最为火热的销售形式,本文利用基于直觉模糊语言集的群体多属性决策方法,为商家选择最优直播带货窗口提供了理论指导。在群体多属性决策方法的制定中,本文利用将语言变量转化为直觉模糊数的方式,对语言文本进行转化处理。分别考虑决策者与专家风险偏好的拟合程度,提出了一种将专家主观权重和客观权重相结合的专家权重确定方式。在对权重与直觉模糊集进行集合时,提出了一种全新的直觉模糊幂混合平均算子(IFPHA),并优化了集合过程中排序使用的得分函数。最后,采用topsis法,并结合改进的直觉模糊数相似度计算公式对最终方案进行了比较,选出最适合风险偏好中等商家的带货直播窗口。

关键词: 直觉模糊语言集, 直觉模糊集, 群体多属性决策, 直觉模糊幂混合平均算子, 得分函数, 属性权重, 直播带货