Abstract
In the era of the 4th Industrial Revolution, with the revitalization of smartphones, it has various channels and is facing a new environment where the boundaries between online and offline areas disappear due to the advent of technologies such as sensor-based beacons. The so-called Online to Offline (O2O) industry is growing. O2O refers to a new business model that stimulates consumers’ purchases through marketing that literally connects online and offline to integrate consumption channels. With the growth of the O2O industry, taxi platforms that call taxis through mobile apps are rapidly spreading into daily consumption. The use of taxi applications (taxi platforms) that allow simple taxi calls by entering the departure and destination in advance is also increasing. Instead of catching a taxi with your hands up on the street, calling a taxi with a smartphone taxi calling app has become more familiar. A considerable number of calls are made using Kakao Taxi.BR Consumers can check real-time calling vehicle information and estimated fees through the taxi platform and use the service through the automatic payment function in the app. Currently, Kakao T, which has the highest market share, has a nationwide taxi driver subscription rate of 92.8% (220,000 out of 240,000), and Kakao T
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