라이브 커머스의 개념 및 특성에 따른 문제에 관한 대응 방안 제시

Abstract

In this paper, the distribution market that changes according to technological development and consumption culture was explained. Consumers prefer faster and more convenient delivery and cheaper and better items in the developing era. Companies change the distribution industry with the trend of the times to meet the needs of consumers. Advances in information and communication technology have made it possible to solve everything with smart phones, and accordingly, the number of smart phone users has increased rapidly, becoming the dominant mass media in the 21st century. High-speed inthernet networks have brought about the activation of video content. You can watch video contents such as YouTube and Live broadcasting anywhere using your smart phone. Recently, the policy of distancing due to an infectious disease called COVID-19 has spread the non-face-to-face consumption culture. In line with this trend of the times, the non-face-to-face mobile E-commerce distribution industry using video content is increasing, and E-commerce called Live Commerce is drawing new attention. Live Commerce is an E-commerce that starts in China and provides and sells information about products to consumers through Live streaming. Recognizing the growth and value of the Chinese market, Korean companies are competing to enter the Live Commerce platform market and win the hearts of consumers. In this paper, the concept of live commerce was described in detail, and content competition among domestic Live Commerce platform companies was investigated. It also suggested countermeasures against problems related to media regulation application, regulatory equity with Home shopping, and consumer protection, and presented prospects for the domestic Live Commerce market compared to the growth of the Chinese Live Commerce market.