Specialized Risk Evaluation of Agricultural Products on Live-Streaming e-Commerce Platforms using Interval-Valued Intuitionistic Fuzzy Group Decision-Making

Evaluating the risk of agricultural products live-streaming e-commerce platforms (abbreviation: platforms) is a key initiative for agricultural product merchants (abbreviation: merchants) to achieve sustainable development. For the uncertainty of the risk and risk evaluation environment and the fuzzy thinking of decision makers (DMs), this paper proposes an improved risk evaluation method based on interval-valued intuitionistic fuzzy (IVIF) multi-criteria group decision-making (MCGDM) to evaluate the risk of platforms. The method determines the DMs' weights for risk criteria based on the expertise of DMs in risk criteria and ranks the risk magnitude of alternative platforms using the VIse Kriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method. The risk evaluation method proposed in this study is more suitable for the real situation of agricultural products live-streaming e-commerce platform. The research in this paper will not only provide practical guidance for merchants to determine the platforms with the lowest comprehensive risk, but also develop the theoretical research results in the field of agricultural products live-streaming e-commerce and help realize rural revitalization.