2) This study conducted an empirical analysis to investigate the effect of service characteristics on customer satisfaction and reuse intention of platform users for live commerce users, a digital media shopping platform. Accordingly, the research was conducted by selecting the characteristic factors of the live commerce service. The digital media shopping platform is a service-based platform that provides information and messages about products and services to all users in real time with the advent of the 5G era and the spread of mobile devices. Among them, live commerce is a shopping platform that provides high-definition resolution and large amounts of information and is growing as a feature that enables real-time two-way communication between hosts and users. In addition, by applying the existing e-commerce and e-commerce service characteristics to live commerce, platform users continue to flow in, representing digital media shopping platforms and expanding the market. Therefore, the purpose of the study is to provide basic data and implications through empirical analysis results to suggest strategies and measures that can increase the satisfaction of platform users and continue to use them with the characteristics of live commerce services. As a result of the analysis, it was found that both the characteristic factors of the live commerce service had a positive (+) effect on the user's satisfaction and reuse intention. This is because the characteristics and advantages of live commerce, such as real-time two-way communication, information accuracy, shopping convenience, and content fun and interest, were projected onto platform users.