카카오택시 서비스 이용자의 이용 동기와 불만족 요인이 서비스 지속이용의사에 미치는 영향에 관한 연구

This study investigates the Kakao taxi service of which service has been used by the most users among the transportation O2O service and analyzes the impact of use motivation and dissatisfying factors on the continuous intention to use/intention to use premium service. Through conducting web-survey against 217 samples, we have found the results as follows. First of all, the use motivations have been found as safety, pleasant conditions, convenience and dissatisfying factors have been extracted as unkindness of driver service, system inconvenience. Second, the higher perception of system inconvenience, the more the continuous intention to use. Moreover the higher perception of drivers’ service unkindness, the lower the intention to use continuously. Lastly, average use amount, use frequency, and dissatisfying factors(driver’s service unkindness, perceived risk of individual information exposure, system inconvenience) are proved to be significant factors influencing the intention to use premium service. The result implies that service provider of transportation O2O should improve the service to enhance the security, convenience, scope of selection for users.