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

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.