Perception of Sellers on E-Commerce Platforms" Seller Support Services: Focusing on AHP Methodology

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&quot level of digital literacy.<br/> 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.