한국 라이브커머스의 글로벌 시장진출을 위한 소비자 구매의도 강화요인의 전략적 우선순위에 관한 연구

초록

In the rapidly expanding global live-commerce market, Korean platforms must secure a competitive edge among international consumers to achieve successful overseas expansion. Accordingly, this study analyzes the critical success factors of global live-commerce platforms and offers strategic guidance for Korean platforms targeting global markets. We construct a research model by integrating the SOR framework with Uses and Gratifications Theory, and apply the Analytic Hierarchy Process (AHP) to support efficient and effective resource allocation. Drawing on a comprehensive literature review, we identify three primary dimensions—Benefits, Affordances, and Information Characteristics—and nine sub-dimensions. Our AHP results reveal that Affordances rank highest, followed by Benefits and Information Characteristics. At the sub-dimension level, Visibility, Two-Way Interactivity, and Meta-browsing Affordances emerge as the top priorities, indicating that Korean platforms should leverage their IT expertise to strengthen these capabilities. Practically, our findings provide Korean live-commerce firms with a strategic roadmap for allocating scarce resources and delivering differentiated value through platform technology and interface. Academically, this study advances the purchase-intention framework in global live-commerce by integrating multi-dimensional theoretical perspectives as SOR model and use and gratifications theory.

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