基于ISM和AHP模型的网络主播受欢迎程度影响因素研究

In order to further study the relationship between the factors and the factors that influence the popularity of the network anchor, the index system of influencing factors of the popularity of the network anchor is established from the aspects of the individual, the audience, the platform and the society. The relationship between various factors was analyzed by using the interpretative structural model (ISM), and the 3 level hierarchical ISM. Application of analytic hierarchy process (AHP) to explain the structural model of the various factors of the order of the impact of the index, the establishment of comprehensive weight index system. The results show that the surface factors are mainly related to three aspects: individual factors, audience factors and platform factors. The influence factors of middle level involve four aspects: individual factor, audience factor, platform factor and social factor. The deep influence factors focus on individual factors and audience factors. Herd mentality, self marketing, personal ability, viscosity, appearance fans are the main factors affecting anchor welcome, to anchor themselves and the industry rational development raise concerns about the psychological tendency and the audience to enhance their core competitiveness that anchor