| 英文摘要 |
This study explores the marketing model and perceived risk assessment of influencerled sales. Through the use of Analytic Hierarchy Process (AHP) and Importance- Performance Analysis (IPA) during the research process, results and findings were obtained. The study employs SWOT cross-analysis strategy to propose improvement measures. Based on IPA performance and importance analysis, strategies for planning the perceived risks of influencer-led sales are put forward. In the AHP revealed that consumers place the highest importance on the psychological aspect, with the integrated weight indicating that purchase risk is the most significant attribute. This suggests a contemporary emphasis on the security of online shopping among consumers. In the IPA analysis of perceived risk and importance in influencer-led sales, seven attributes related to service quality fall into the first quadrant. This indicates areas where improvement or strategic focus is crucial for enhancing the effectiveness of influencer-led sales. |
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