A crucial step for agricultural product merchants to achieve profitable and sustainable development in the live-streaming e-commerce age is evaluating the risk of the agricultural products live-streaming e-commerce platform. However, there isn’t much reliable research available right now on the risk evaluation of platforms. Therefore, this study suggests an improved risk evaluation method based on interval-valued intuitionistic fuzzy multi-criteria group decision-making (MCGDM). This method determines the decision-maker weight for the risk criterion according to the levels of professionalism of the decision-makers in the risk criterion and uses the VIse Kriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method to rate the risk of the alternative agricultural products live-streaming e-commerce platforms. The viability and dependability of the approach described in this work are demonstrated using a case study. The strengths and weaknesses of this approach are illustrated by a comparative analysis. With the help of this paper, agricultural product merchants will be able to identify the live-streaming e-commerce platform that carries the least amount of overall risk and work toward the paper’s stated objectives of sustainable development in addition to developing and enhancing theoretical research findings in the field.
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