The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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Service Issues and Policy Directions for Promoting the O2O Industry in Korea

국내 O2O 서비스 이슈 진단 및 산업활성화 정책 방향 제안

  • Kim, Dongsoo (Department of Industrial and Information Systems Engineering, Soongsil University) ;
  • Kim, Kwanho (Department of Industrial and Management Engineering, Incheon National University) ;
  • Choe, Donguk (Law Office Seoul) ;
  • Jung, Jae-Yoon (Department of Industrial and Management Systems Engineering, Kyung Hee University)
  • Received : 2016.11.07
  • Accepted : 2016.11.24
  • Published : 2016.11.30
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Abstract

A variety of O2O (Online to Offline) services such as Uber, Airbnb, and KakaoTaxi that create new values by connecting offline and online have emerged in the world. O2O services support the convenience of online services and the real-life capability of offline services simultaneously. Thanks to the development of ICTs such as mobility, IoT (Internet of Things), Fin-tech, and big data technologies, the market size of O2O industry is growing very rapidly. This paper reviews various O2O services and industry trends in Korea. In addition, important issues on O2O services and industry promotion are reviewed and presented. Specifically, legislative issues regulating the O2O industry in Korea, interest conflicts between new O2O platform providers and existing traditional offline service providers, current technology infrastructures for O2O services, and negative or side effects of O2O services are reviewed and summarized. Finally, comprehensive policy directions are proposed based on these reviewed issues. It is expected that the proposed policy directions would be adopted by the government and this research could consequently contribute to strengthening the competitiveness of the O2O industry in Korea.

우버, 에어비앤비, 카카오택시 등 오프라인과 온라인을 연결하여 새로운 가치를 창출하는 다양한 유형의 O2O(Online to Offline) 서비스가 국내외에서 등장하고 있다. 온라인의 편리함과 오프라인의 현장성을 결합하는 O2O 서비스는 모바일, 사물인터넷, 핀테크, 빅데이터 등 ICT 기술 발전에 힘입어 관련 시장 규모도 급속도로 성장하고 있다. 본 연구에서는 국내 O2O 서비스 사례 및 현황을 살펴보고, 국내 O2O 서비스 및 산업 활성화와 관련된 이슈들을 분석하였다. 구체적으로는 O2O 산업과 관련한 법제도 규제 현황, 기존 오프라인 사업자와의 이해관계 충돌 문제, O2O 서비스 지원 기술 인프라 현황, O2O 서비스 부작용 또는 역기능 등의 쟁점을 정리하였다. 이러한 현황 및 이슈 분석에 기초하여, 최종적으로 O2O 산업 활성화 및 발전을 위한 종합적인 정책 방향을 제시하였다. 본 연구에서 제안한 이러한 정책방향이 정부 정책에 반영되어 미국, 중국 등 O2O 산업 선도국가와의 격차를 해소하고, 국내 O2O 산업의 경쟁력 강화에 기여하기를 기대된다.

Keywords

References

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