Platform Power Under Asymmetric Market Evolution: Evidence from Korean Home Shopping

Research Overview

This study examines the evolution of platform power in Korea’s home shopping industry, analyzing how asymmetric market structures create and sustain competitive advantages in the television commerce sector.

Research Context

Korean Home Shopping Market

• One of the world’s most developed TV commerce markets
• Multiple competing platforms with varying market shares
• Rapid growth from 2015-2024 (0 to 2+ trillion KRW)
• Complex relationship with broadcasting ecosystem

Platform Power Dynamics

• Market concentration patterns
• Bargaining power with suppliers
• Content distribution advantages
• Consumer lock-in effects

Theoretical Framework

Asymmetric Market Evolution

• Network Effects: Platform size advantages
• Switching Costs: Consumer retention mechanisms
• Supply-side Economies: Vendor relationship benefits
• Information Asymmetries: Data and analytics advantages

Sustainability Dimensions

• Economic sustainability
• Social responsibility
• Environmental considerations
• Governance structures

Methodology

Data Collection

• Home shopping platform financial data
• Market share and transaction volumes
• Vendor and consumer surveys
• Regulatory and policy documents

Analytical Techniques

• Market structure analysis
• Platform power metrics
• Sustainability performance assessment
• Comparative case studies

Key Findings

1. Market Concentration Trends

• Increasing concentration among top platforms
• Barriers to entry for new competitors
• Scale advantages in content production
• Network effects reinforcing dominance

2. Platform Power Mechanisms

• Vendor Relations: Preferential terms for large platforms
• Consumer Base: Loyalty program effectiveness
• Content Quality: Production capability differences
• Technology: Advanced analytics and personalization

3. Sustainability Implications

• Economic: Revenue distribution fairness
• Social: Labor practices and vendor treatment
• Environmental: Logistics and packaging
• Governance: Transparency and accountability

4. Policy Challenges

• Market power regulation
• Fair competition maintenance
• Consumer protection
• Sustainability standards enforcement

Policy Recommendations

Market Regulation

• Monitor concentration levels
• Prevent anti-competitive practices
• Ensure fair vendor treatment
• Protect consumer interests

Sustainability Promotion

• Environmental standards enforcement
• Labor rights protection
• Transparent governance requirements
• Social responsibility metrics

Contributions

Theoretical

• Platform power dynamics in TV commerce
• Asymmetric evolution patterns
• Sustainability in platform markets

Empirical

• Comprehensive Korean market analysis
• Quantitative power metrics
• Long-term trend documentation

Policy

• Regulatory framework recommendations
• Sustainability guidelines
• Competition policy insights

Publication Details

Journal: Sustainability
Impact Factor: 3.9 (Q2)
DOI: 10.3390/su17146248
Open Access: Yes

Related Research

This study connects with broader research on:

• Platform economics
• Media market regulation
• Sustainability in commerce
• Asian media markets