자율주행 모빌리티 공유 서비스 활성화를 위한 서비스 경험 연구 -기존 자가용 사용자 경험 분석을 중심으로

Abstract

Autonomous driving and shared mobility services are presented as major consumption trends that will form future cities and as solutions to various social problems including traffic problems. However, compared to studies focusing on the new experiences that future mobility will bring, there is a lack of research on how the existing private car usage method provides convenience to users and how these experiences should be considered in the future mobility ecosystem. The purpose of this study is to propose a design direction for self-driving shared mobility that will meet the needs of future consumers by conducting a survey targeting users who are familiar with the existing private car driving method. The subjects of the study were 180 drivers with driver’s licenses, and the contents of the qualitative survey through interviews with 10 people were summarized as questionnaire items, and the degree of convenience of using the vehicle was quantified and compared through a quantitative survey using the Likert Scale. The summary of the analysis results is as follows. 1) Even users who have no intention to use autonomous driving sharing service will significantly increase their willingness to use driving sharing service if the convenience they felt in their own car is met. In particular, the higher the vehicle ownership experience, the lower the willingness to use the autonomous vehicle sharing service, but the willingness to use the shared service significantly increased if the convenience in the existing ownership experience is met. 2) Immediateness and accessibility to get to the destination most easily and quickly are the most important factors in the use of a car. Satisfying important convenience factors, such as enabling door-to-door without waiting or transfers from the departure point to the destination, will be the core goal of shared vehicles. This study will be able to be used as basic data for service design for the competitiveness of shared mobility services in the future, and if even existing drivers with extensive ownership experience and driving experience are persuaded through this, the activation of self-driving shared vehicles and various traffic problems can be solved.