Study on Consumer Cognition Evaluation Model for Internet Celebrity Food Used by AHP Method
Year: 2025
Type: article
Abstract: One mathematical model to quantitatively evaluate consumer recognition of internet celebrity food (ICF) was established, providing assistance in the development of such products. Firstly, through a questionnaire survey conducted among college students, combined with literature reports, an evaluation system was proposed comprising four topics of Product quality, Brand image, Marketing promotion, and Consumer experience, along with 14 specific indices. Secondly, the Analytic Hierarchy Process (AHP) method was employed to construct the evaluation model for consumer recognition of ICF, revealing that "Marketing promotion" was a crucial topic. Specifically, the comprehensive weight values of 14 indices were obtained. The indices of "Endorsement or Recommendation by Internet Influencers" and "Cultural Experience" with the high weight values reflected the internet popularity and cultural essence of ICF, underscoring their extreme importance in consumer recognition. Finally, the established model was tested by four kinds of ICF with high praise rates from the online shopping platform. And the results showed that the model had good stability to make quantitatively informed decisions about which food best fits the criteria of consumer recognition, which will provide a theoretical basis and practical reference for the development of ICF.
DOI: 10.54097/3csv9280
Authors: Chenxuan Zhao, Qianmu Zhang, Lili Wang, Anjun Liu
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414646642
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