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초록

This study analyzes the characteristics of live commerce users using data from the 2022–2024 Korea Media Panel Survey and compares them with general e-commerce users in order to identify structural differences between the two channels. Logit models were estimated with live commerce usage and overall e-commerce usage as dependent variables. Explanatory variables included demographic characteristics, digital usage environment, product purchase preferences and lifestyle factors, as well as technology acceptance attitudes. The results show that both channels are more likely to be used by individuals with high levels of digital engagement. However, significant structural differences emerge in terms of age distribution, income characteristics, consumption preferences, and technology acceptance attitudes. Live commerce usage is more prevalent among relatively younger consumers and is closely associated with a mobile-centered usage environment, preference for up-to-date products, and sensitivity to social influence. In contrast, overall e-commerce usage is more strongly related to household purchasing capacity, information-based decision-making factors such as price search, brand, and reputation, as well as perceptions of productivity. These findings suggest that live commerce should not be understood merely as an extension of traditional e-commerce. Rather, it represents a distinct consumption context shaped by mobile environments, social interaction, and digital content engagement. By providing empirical evidence on the structural determinants of live commerce usage, this study offers foundational insights for industry strategy development and policy discussions related to emerging digital commerce channels.

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