# A Hybrid MCDM Model for Live-Streamer Selection via the Fuzzy Delphi Method, AHP, and TOPSIS
## 1 Introduction  
The development of the Internet has been a significant revolution of the 20 th century. Through the complex and rapid communication and the transfer of all kinds of data, the information content on the Internet has shown a high growth potential [1]. The Internet offers a channel for continuous and limitless information exchange. With the advancement of information technology and the gradual maturing of the e-commerce market, there has been a global annual increase in engagement in online shopping. Taiwan's online shopping market has also shown considerable growth [2]. Since its onset in the 20 th century, theuse of the Internet has increased globally, driving the rise of the e-commerce industry. The dot-com bubble crash in 2000 resulted in the Internet losing its popularity. However, the emergence of Web 2.0 in 2004 promoted the gradual rise of global e-commerce due to the gradual increase in the number of Internet users and the establishment of broadband networks [3]. The Internet is a competitive field for businesses, with e-commerce disrupting the traditional business models among firms and extensively impacting consumers' shopping patterns. Online shopping has no time and space restrictions; it allows consumers to make purchases without leaving their homes and offers personalized services. Therefore, it can inevitably become the consumers' preferred shopping channel [4]. Furthermore, the emergence of the Internet has expanded consumers' social connections and networks. The widespread adoption of the Internet among the e-generation has gradually changed the way in which consumers shop, leading to the rise of online shopping. With the development of the Internet and high population of Internet users, people's increasing reliance on the Internet has driven the advancement of the e-commerce industry, which has eventually led to a boom in the \"stay-at-home economy.\" Thus, online shopping is generally the most popular shopping option among Internet users [5]. Recently, due to the COVID-19 pandemic, restrictions on outdoor shopping and self-management at home have changed people's consumption habits. With the ubiquitous adoption of mobile phones and the Internet, traditional retailers have switched to selling products online; therefore, online shopping is gradually becoming a new transaction channel [6]. Shopping websites are platforms set up by companies to provide services or products to consumers. Shopping websites have to engage in price wars and must employ their intangible competitive advantage against a host of competitors [7]. The evolution of the Internet has made people's lives more convenient while enabling the rapid rise of e-commerce. Consumers can complete most transactions on online platforms at the click of a button, completely disrupting the traditional shopping model in the process. This is of considerable convenience for busy consumers today, allowing them to purchase their preferred products in just a few minutes without having to go out. Generally, the original business model began to change with a rise in the emergence of shopping platforms; each platform emphasizes its competitive advantage in different ways, such as through the variety of products sold, speed of logistics, and price bidding. As business models are becoming similar to each other, these platforms are slowly losing their original brand features and advantages [8]. Due to the convenience generated by the Internet and a rapid expansion of the \"livestreaming\" feature in recent years, a new consumption model, namely \"livestream shopping,\" has developed. Since it can reduce operating costs, it has become reasonable for traditional businesses to shift to a sales model that directly or concurrently runs livestream shopping. As a current trend in consumption, livestream shopping has become an indispensable aspect of people's daily lives in the modern era [9]. Livestream shopping is focused on the relationship between sellers and buyers.