이커머스 플랫폼의 판매자 지원 정책에 대한 소상공인 인식 연구: AHP 방법론을 활용한 우선순위 분석

Each e-commerce platform operator is currently striving to alleviate the barriers experienced by sellers by providing various support policies for mutual prosperity purposes. However, due to the wide range of support policies offered by each platform operator, it was challenging to ascertain which support policies yield practical effectiveness. Accordingly, this study examined the relative importance and comprehensive priorities of the seller support policy provided by the e-commerce platforms from the perspective of domestic small business owners (sellers) through AHP analysis. In addition, the results were compared and analyzed based on the sellers' level of digital literacy. As a result of the analysis, sellers evaluated the importance and the priorities of the e-commerce platform support services variedly depending on the level of digital literacy. Considering that none of the e-commerce platforms serves all the support services discussed above and provides customized services for each seller, this study drew implications for the role of e-commerce platform operators and government, along with practical insights for policy implementation for future reference.