Research On Credibility Evaluation Index System Of E-commerce Direct Broadcast Information

With the continuous development of the information age,e-commerce direct broadcast,as a channel and method of information dissemination,continues to deliver relevant information to the public.2020 is the first year of e-commerce direct broadcast.With the sudden attack of the new crown epidemic,the e-commerce direct broadcast industry has ushered in a blowout development.However,while the e-commerce direct broadcast industry is developing,many industry problems have also appeared.Problems such as data fraud,false information,legal proceedings,product quality,etc.occur from time to time.In addition,the information and data in the e-commerce direct broadcast are not transparent enough,causing consumers to e-commerce direct broadcast information is difficult to distinguish between true and false,and their own rights have been violated.Although the "Live Complaint Platform" of People's Daily Online was launched in the second half of 2020,and many e-commerce direct broadcast-related policies and regulations have been introduced,these have not completely eliminated data fraud,false information,false marketing and other e-commerce direct broadcast industry chaos.Therefore,the author hopes to build a scientific and reasonable e-commerce direct broadcast information credibility evaluation index system,and promote the sound development of the e-commerce direct broadcast industry through the evaluation of the credibility of the information in the e-commerce direct broadcast,and combat data fraud,false information,Fake marketing and other e-commerce direct broadcast industry chaos.First of all,based on the analysis of the current situation of e-commerce direct broadcast and information credibility,this article introduces e-commerce direct broadcast and information credibility,and discusses Schram's information dissemination theory,information service theory,and interpersonal interaction theory.And the user information behavior theory is explained.Secondly,the four basic principles based on the research on the evaluation index system of e-commerce direct broadcast information are determined,and the credibility evaluation index of e-commerce direct broadcast information is preliminarily determined based on related theories,existing literature research and user interviews.Then,experts in the relevant fields of e-commerce direct broadcast information credibility evaluation were selected to score the evaluation indicators,and the final 4 first-level evaluation indicators and15 second-level evaluation indicators were determined,and then the analytic hierarchy process was used to design the index weights.The single-layer weight and total weight of each evaluation index are calculated,and then the credibility evaluation index system of e-commerce direct broadcast information is constructed.Finally,the empirical research on the credibility evaluation index system of e-commerce direct broadcasts was conducted through volunteer survey scores,and the evaluation index system was verified by volunteers' evaluation of five e-commerce direct broadcasts to verify the scientific rationality of the evaluation index system.Five aspects of commercial live broadcast platforms,merchants,users and regulatory authorities put forward corresponding suggestions.This article hopes that all sectors of the society can have a complete set of e-commerce direct broadcast information credibility evaluation index system,which can accurately evaluate the credibility of e-commerce direct broadcast information,so as to regulate and adjust all aspects of the e-commerce direct broadcast industry,so that The information in the e-commerce direct broadcast is more transparent,which can reduce the problems of data fraud,false information,and false marketing in the e-commerce direct broadcast,and ensure the authenticity of the e-commerce direct broadcast information.