Study on Consumer Cognition Evaluation Model for Internet Celebrity Food Used by AHP Method

Chenxuan Zhao; Qianmu Zhang; Lili  Wang; Anjun Liu

doi:10.54097/3csv9280

Authors

Chenxuan Zhao
Qianmu Zhang
Lili Wang
Anjun Liu

DOI:

https://doi.org/10.54097/3csv9280

Keywords:

Internet Celebrity Food, Consumer Evaluation Model, Questionnaire Survey, AHP Method, Data Crawling

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.

Downloads

Download data is not yet available.

References

[1] X. Li, Y. Wang, “Marketing strategies of Internet-famous food,” Food Industry 2020, 41(5), 123- 126.

[2] H. Zhang, M. Zhao, “Analysis of the popularity mechanism of Internet-famous food,” Modern Business Trade Industry 2021, 42(3), 56-58.

[3] Q. W. Cao, “The consumption logic of E-commerce food from the perspective of internet modernity,” E-Commerce Letters 2024, 13(2), 1725-1730.

[4] L. N. Wang, “Innovation of Visual Communication Design of Interactive Packaging for Internet-Famous Food Based on Artificial Intelligence,” Scientific Programming 2022, 15, 5828852.1-5828852.7.

[5] C. Song, L. Zheng, X. J. Shan, “An analysis of public opinions regarding Internet-famous food: a 2016–2019 case study on Dianping,” British Food Journal 2022, 124 (12), 4462.

[6] L. Q. Huang, Y. Yan, W. S. Niu, “Exploring the influence fFactors of repeated purchase intention in the context of online celebrity,” China Journal of Information Systems 2025, 29, 1-19.

[7] W. Fei, Z. X. An, “Analysis of the formation mechanism of consumer trust under the background of internet celebrity food online shopping,” Economy and Managenment 2023, 37, 29-37.

[8] N. Polakis, N. Koupatou, A. Tsouchlaraki, “Evacuating populations with special needs using analytical hierarchy process (AHP) method and GIS,” Journal of Geographic Information System 2024, 16(4), 276-288.

[9] A. Rostami, E. Hamzehzadeh, A. F. Mehrabad, et al. “Analytic hierarchy process (AHP) of factors influencing on sport participation of high school students,” Advances in Environmental Biology 2014, 8(22), 855-860.

[10] T. L. Saaty, “Decision making with the analytic hierarchy process,” International Journal of Services Sciences 2008, 1(1), 83-98.

[11] T. L. Saaty, “Correction to: Some mathematical concepts of the analytic hierarchy process,” Behaviormetrika 2021, 48, 193-194.

[12] Z. Y. Zhang, “Acquisition of metadata efficiently by using cctopus web crawler technology in university libraries,” Modern Information Technology 2019, 3(04), 4-6.

[13] D. F. Cui, C. J. Liu, “Study on the influence of internet celebrities food experience and consumers' online purchase intention,” Xinjiang State Farms Economy 2024, 5, 1-19.

[14] F. Liu, L. Meng, S. Chen, “The impact of network celebrities’ information source characteristics on purchase intention,” Chinese Journal of Management 2020,17(1), 94-104.

[15] M. P. Krishna, K. Himanshu, et al. “Influencer marketing: A new frontier for brand awareness in the digital era,” International Journal for Research in Applied Science & Engineering Technolo. 2023, 11(10), 1752-1773.

[16] X. G. Lei, Z. Huang, C. Wu, et al. “A comparison of luosifen Study and pasta study: A bibliometric analysis,” Food Culture & Society 2023, 26(2), 210-225.

[17] Y. W. Chen, “Product innovation and consumer preference in leisure snack industry: Evidence from zhou hei ya,” Journal of Food Products Marketing 2023, 29(3), 112-128.

[18] Y. Wu, X. Cai, “Analysis of the current situation of snack enterprises in the post-epidemic era-taking bestore as an example,” Finance 2023, 13(6), 1–3.

[19] I. Vinogradova-Zinkevič, “Comparative sensitivity analysis of some fuzzy AHP methods,” Mathematics 2023, 11(24), 4984.

[20] C. Acar, E. Haktamir, G. T. Temur, et al. “Sustainable stationary hydrogen storage application selection with interval-valued intuitionistic fuzzy AHP,” Sustainable Energy Technologies and Assessments 2023, 58, 103-118.

[21] N. M. M. Torre, V. A. P. Salomon, A. K. Florek-Paszkowska, “Multi-criteria classification of spare parts in the steel industry,” Case Studies in Engineering 2025, 8(2), 102-115.

[22] E. J. Yazo-Cabuya, J. A. Herrera-Cuartas, A. Ibeas, “Organizational risk prioritization using DEMATEL and AHP towards Sustainability,” Sustainability 2024, 16, 1080.

[23] G. Xu, N. Suwandej, “The relationship among brand culture, marketing strategy, technical innovation and customer engagement behavior toward liuzhou snail noodle: Mediating of service quality and trust,” Journal of Business Research 2023, 166, 114-125.