Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A study on User Experience of Mobility Platform Service -Focused on kakao Taxi and Tada-

모빌리티 플랫폼 서비스의 사용자 경험 연구 -카카오 택시와 타다를 중심으로-

  • Kim, Ji-Hyun (Visual Communication Design, HongIk University, Graduate School) ;
  • Kim, Seung-In (Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 김지현 (홍익대학교 일반대학원 시각디자인 전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공)
  • Received : 2019.05.16
  • Accepted : 2019.07.20
  • Published : 2019.07.28
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Abstract

A number of case studies and type analyzes have been conducted on mobility platform services that are rapidly evolving around the world. However, since the actual user experience is important for the development of the mobility service, research on the user side is needed. In the mobility platform service, only the car-hailing was used, and the preference factors were analyzed through the questionnaire in seven aspects of the user experience. Studies have shown significant differences according to gender. While the safety of the woman, the comfort and the kindness of the vehicle have a great influence on the satisfaction, the male affirms that the familiarity is the factor affecting the satisfaction. This study focused on the customer experience as a real user and identified key factors of selecting mobility platform service, so it is expected that it will contribute to the development of mobility platform service in the future.

전 세계적으로 빠르게 발전하는 모빌리티 플랫폼 서비스에 대해 사례와 유형 분석의 연구가 많이 진행되어 있다. 하지만, 실제 사용자의 경험이 모빌리티 서비스 발전에 중요하기 때문에 사용자 측면에서의 연구가 필요하다. 모빌리티 플랫폼 서비스에서도 카헤일링(Car-hailing)에 한정하여, 사용자 경험의 7가지 측면에서 선호도 요인을 설문을 통해 분석하였다. 연구 결과 성별에 따라 유의미한 차이가 있었다. 여성은 안전함과 차량의 쾌적함, 친절함이 만족도에 큰 영향을 미치는 요인인 반면, 남성은 익숙함이 만족도에 영향을 미치는 요인임을 확인하였다. 이 연구는 실제 사용자인 고객 경험에 초점을 두고 모빌리티 플랫폼 서비스를 선택하는 주요 요인을 파악하였으므로, 향후 모빌리티 플랫폼 서비스의 발전에 도움이 될 것으로 기대한다.

Keywords

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Fig. 1. User Experience Satisfaction Radar Chart of kakao Taxi and TADA

Table 1. Categorized by business model (C.M.Yoo, 2018)

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Table 2. Key Components of Vehicle Sharing Service [14]

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Table 3. Mobility Platform Services Case Study

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Table 5. Usability Assessment Results

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Table 4. Questions for usability measurement

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Table 6. Top considerations when using mobility services

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