Trang 1 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION THESISMAJOR: INTERNATIONAL BUSINESSEVALUATING AND SELECTING LIVE STREAMING P
MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION THESIS MAJOR: INTERNATIONAL BUSINESS EVALUATING AND SELECTING LIVE STREAMING PLATFORM IN FMCG FIELD: AN INTEGRATED FUZZY AHP – TOPSIS APPROACH INSTRUCTOR: NGUYEN PHAN ANH HUY STUDENT: CHU NGOC HUYEN VO THI KHANH LINH SKL010245 Ho Chi Minh City, May 2023 MINISTRY OF EDUCATION AND TRAINING HCMC UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY OF ECONOMICS GRADUATION THESIS TOPIC EVALUATING AND SELECTING LIVE STREAMING PLATFORM IN FMCG FIELD: AN INTEGRATED FUZZY AHP – TOPSIS APPROACH Completed by: 1/ Chu Ngoc Huyen 19136031 2/ Vo Thi Khanh Linh 19136036 Grade: 2019 Major: International Business Instructor: Ph.D Nguyen Phan Anh Huy Thu Duc City, May – 2023 TABLE OF CONTENTS LIST OF ABBREVIATIONS iv LIST OF TABLE v LIST OF FIGURES vii ACKNOWLEDGEMENT .viii WORK BREAKDOWN TABLE ix ABSTRACT x CHAPTER 1: INTRODUCTION 1.1 Overview 1.2 Objectives 1.3 Scope of study 1.4 The necessity of study 1.5 Methodology CHAPTER 2: LITERATURE REVIEWS 2.1 Theoretical foundations 2.2 Variables definition 2.2.1 Technology factors (C1) 2.2.2 Operating Costs (C2) 11 2.2.3 Partnership relations (C3) 12 2.2.4 Number of Users (C4) 13 2.2.5 Promotion (C5) 14 2.2.6 Customer services (C6) 15 2.3 Results overview 21 CHAPTER 3: RESEARCH METHODOLOGY 22 3.1 Theoretical foundations of an integrated model Fuzzy AHP - TOPSIS 22 3.1.1 Fuzzy Set Theory 22 3.1.2 Fuzzy Logic 22 3.1.3 Triangular Fuzzy Number 23 3.1.4 Fuzzy AHP Method - Fuzzy Analytical Hierarchy Process (F-AHP) 25 3.1.5 The Topsis Method 29 3.2 Research process 32 ii 3.2.1 Overview diagram of the research process 32 3.2.2 Steps to take 33 3.3 Statistics of survey subjects 37 CHAPTER 4: PERFORMANCE RESULTS 38 4.1 The results of the study of the weights of the factors by Fuzzy AHP 38 4.2 Evaluating and ranking the livestream platforms in the FMCG industry by the TOPSIS method 50 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS 55 5.1 Conclusions and recommendations 55 5.2 The novelty of the topic 59 5.3 The humanity of the topic 60 5.4 Limitations of the topic 61 REFERENCES 63 APPENDIX 71 iii LIST OF ABBREVIATIONS AI Artificial intelligence CDN system Content Delivery System CI Consistency Index COD/Non-COD Cash on Delivery/Non-Cash on Delivery CR Consistency Ratio F-AHP Fuzzy Analytic Hierarchy Process FMCG: Fast-moving consumer goods IT Information technology KOL, KOC Key Opinion Leader, Key Opinion Consumer MCDM Multi-Criteria Decision-Making RI Random Index SME Small and Medium Enterprise TOPSIS Technique for Order Preference by Similarity to an Ideal Solution TV Television UI, UX User Interface, User Experience US United States iv LIST OF TABLE Table 2.1 Deciding Criteria for Choosing a Live Streaming platform 17 Table 3.1 Language variables and corresponding fuzzy numbers 24 Table 3.2 RI conversion 29 Table 4.1 Pairwise comparison of main criteria (C1 - C6) 38 Table 4.2 Weighted values of crucial criteria (C1 - C6) 39 Table 4.3 λ, CI and CR Value 40 Table 4.4 Pairwise comparison of sub-criteria of C1 - Technology 40 Table 4.5 Weighted values of sub-criteria C1 - Technology 41 Table 4.6 λ, CI and CR Value 41 Table 4.7 Pairwise comparison of the C2 - Operating costs 42 Table 4.8 Weighted values of sub-criteria C2 - Operating Costs 42 Table 4.9 λ, CI and CR Value 43 Table 4.10 Pairwise comparison of C3 - Partnership Relations sub-criteria 43 Table 4.11 Weighted values of sub-criteria C3 - Partnership Relations 44 Table 4.12 λ, CI and CR Value 44 Table 4.13 Pairwise comparison of C4 - Number of users sub-criteria 45 Table 4.14 Weighted values of sub-criteria C4 - Number of users 45 Table 4.15 λ, CI and CR Value 45 Table 4.16 Pairwise comparison of C5 - Promotion sub-criteria 46 v Table 4.17 Weighted values of sub-criteria C5 - Promotion 46 Table 4.18 λ, CI and CR Value 47 Table 4.19 Pairwise comparison of C6 - Customer services sub-criteria 47 Table 4.20 Weighted values of sub-criteria C6 - Customer services 48 Table 4.21 λ, CI and CR Value 48 Table 4.22 Ranking results of the criteria for evaluating a live-streaming platform 49 Table 4.23 Linguistic scales of alternative rating for the TOPSIS model 51 Table 4.24 Denotes the selected alternatives 51 Table 4.25 Decision matrix, Normalized decision matrix, and Weighted normalized decision matrix 52 Table 4.26 Calculate A+ and A- 53 Table 4.27 Distance between selected alternatives to ideal solutions 54 Table 4.28 Calculating the relative closeness and ranking the alternatives 54 vi LIST OF FIGURES Figure 1.1 The retail landscape in general Figure 1.2 Effectiveness of selling online Figure 1.3 Doing business on social network over the years Figure 1.4 Percentage of enterprises participating in e-commerce platforms Figure 1.5 The reasons that consumers care about when shopping online Figure 1.6 Assessment about the importance of investment in IT and Figure 3.1 Graphic concepts of Triangular Fuzzy Number 24 Figure 3.2 Diagram of the steps 32 Figure 3.3 Hierarchical Structure Diagram 34 vii ACKNOWLEDGEMENT With all due respect, the authors would like to express their gratitude and thanks to all the teachers of Ho Chi Minh City University of Technology and Education for their enthusiastic transmission of valuable knowledge throughout the period of study and training here This valuable knowledge has helped us apply it to the enterprise's working process, creating favorable conditions for completing our graduation thesis In particular, the authors would like to sincerely thank Ph.D Nguyen Phan Anh Huy for guiding and supporting us throughout the process of completing this thesis It is a relatively long period of a research journey and deciding on a topic for the final thesis Especially the enthusiastic support and comments on this new topic of Ph.D Nguyen Phan Anh Huy Thank you for spending your time to share and meet to come up with solutions to help us complete this topic well Once again sincerely thank and wish the lecturers of Ho Chi Minh City University of Technology and Education in general and the lecturers of the Faculty of Economics, in particular, a lot of health, happiness, and success in their work job viii WORK BREAKDOWN TABLE Full Name Student ID Mission Completion Level Chu Ngoc 19136031 Huyen - Research overview of the topic, and 100% implementation methods - Synthesis of research related to factors affecting a Live Streams platform - Survey of experts - Collect survey data - Give comments and suggestions - Compilation and completion of reports Vo Thi Khanh Linh 19136036 - Research overview of the topic and implementation methods - Synthesis of research related to factors affecting a Live Streams platform - Survey of experts - Perform data calculations - Give comments and suggestions - Compilation and completion of reports ix 100%