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In view of this, this study focuses on the issues related to the attractiveness of social e-commerce platforms from the consumer\u2019s perceptive, with the aim of providing theoretical support for social e-commerce platforms to enhance their core competitiveness and formulate relevant development strategies and decision-making mechanisms. First, four key factors affecting the attractiveness of social e-commerce platforms based on the AISAS model are proposed: the ability to attract consumers to access, promote consumers\u2019 purchase conversion, maintain consumers\u2019 platform loyalty, and attract to share experiences. Second, an attractiveness assessment model for social e-commerce platform including four secondary indicators and corresponding 14 tertiary indicators is constructed by using Analytic Hierarchy Process, and an arithmetic example is demonstrated. Finally, management suggestions to enhance the attractiveness of social e-commerce platforms are presented.<\/jats:p>","DOI":"10.3233\/jcm-247477","type":"journal-article","created":{"date-parts":[[2024,9,23]],"date-time":"2024-09-23T12:29:58Z","timestamp":1727094598000},"page":"2517-2547","source":"Crossref","is-referenced-by-count":1,"title":["Study on the attractiveness of social e-commerce platforms from the consumers\u2019 perspective based on the AISAS 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