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모빌리티 플랫폼의 재이용 의도에 대한 연구: 대학생의 카카오 택시 서비스 이용을 중심으로

A Study on the Reuse Intention of Mobility Platform: Focus on the Use of Kakao Taxi Service by University Students in Korea

김창희|김영준|이지홍|구상희
한국생산관리학회 (The Korean Production And Operations Management Society)|2024.02|한국생산관리학회지 (Journal of the Korean Production and Operations Management Society)|제35권 제1호|pp. 1-20|DOI https://doi.org/10.32956/kopoms.2024.35.1.1

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참고문헌

키워드

Mobility재이용의도O2O서비스모빌리티카카오 택시O2O ServiceIntention to reuseKakao Taxi
주제분류경영학

초록

O2O 택시 서비스의 성공은 소비자들이 얼마나 실질적으로 사용하고 지속해서 사용할 의도가 있는지에 따라 그 성패가 좌우된다. 즉, O2O 서비스의 성장성을 유지하기 위해서는 고객의 지속사용의도를 높이는 것이 매우 중요하다. 따라서 본 연구에서는 O2O 택시 서비스를 가장 많이 활용하는 대학생과 국내 모빌리티 플랫폼을 선도하는 카카오택시를 중심으로 O2O 택시 서비스 재이용의도에 모빌리티 플랫폼의 다양한 요인들이 미치는 영향을 식별하고, 이용자의 재이용의도를 위한 실질적인 방안을 제시한다. 이를 위하여 본 연구는 구조방정식 모형을 통해 카카오 T의 서비스 개인화, 정보의 정확성, 인지적 노력, 보안위험이 기대유용성, 이용자 저항을 매개하여 재이용의도에 미치는 영향을 분석하였다. 이에 따른 주요 분석 결과는 다음과 같다. 첫째, 인지적 노력은 기대 유용성에 부정적인 영향을 미치지 않은 것으로 나타났다. 이는 카카오 T는 인지적 노력보다 카카오 T에 대해 기대하는 유용성이 더 중요한 요소로 받아들여지고 있는 것으로 해석된다. 그러나 이용자가 인지적 노력에 불편함을 체감할 시, 서비스의 잠재적 유용성이 높음에도 서비스 이용을 포기할 가능성이 있다. 따라서 카카오 T는 플랫폼과의 연동성을 통한 편리함과 유용성을 더욱 높이고, 적정 수준의 인지적 노력을 반영할 수 있는 방안을 고안할 필요가 있다. 둘째, 보안위험은 기존 연구에 따라 기대 유용성에 부(-)의 관계를 가질 것이라는 예상과 달리 정(+)의 관계를 가지는 상반된 결과가 나타났다. 이는 다양하게 해석될 수 있으나, 초기 O2O서비스 수용자의 위험 추구 성향과 20~30대 청년층의 보안위험에 대한 높은 소구를 고려할 때 카카오 T는 대학생의 서비스 이용에 있어 보안과 관련한 장치를 마련하고 이에 대한 홍보를 적극 수행하여 서비스 수용도를 높일 필요가 있다.

Abstract

The success of O2O taxi services depends on how much consumers actually use them and intend to continue using them. Therefore, this study focuses on university students who use O2O taxi services the most and Kakao Taxi, the leading domestic mobility platform, to identify the impact of various factors of the mobility platform on the intention to reuse O2O taxi services. It also presents practical measures to increase users' intention to reuse. To this end, this study analyzes the impact of Kakao T's service personalization, information accuracy, cognitive effort, and security risk on reuse intention through expected usefulness and user resistance through structural equation modeling. The main analysis results are as follows: First, cognitive effort did not appear to have a negative effect on expected usefulness. This is interpreted to mean that the expected usefulness of Kakao T is considered a more important factor than cognitive effort. However, if users experience inconvenience in cognitive effort, they are likely to give up using the service even though its potential usefulness is high. Therefore, Kakao T needs to devise a plan to further increase convenience and usefulness through interoperability with the platform and to reflect an appropriate level of cognitive effort. Second, contrary to the expectation that security risk would have a negative (-) relationship with expected usefulness according to existing research, a conflicting result was found in that it had a positive (+) relationship. This can be interpreted in various ways, but considering the risk- seeking propensity of early O2O service users and the high appeal for security risks among young people in their 20s and 30s, Kakao T has established security-related devices for university students' use of the service. There is a need to actively promote this to increase service acceptance.

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