앱서비스시장에서의 소비자 보호를 위한 제언- 숙박앱, 배달앱, 택시앱 시장을 중심으로 -

There has been a significant changes in the channel of distributional market, specifically in the application service market, so called O2O market. With the wide use of mobile devices, global O2O markets have further diversified and expanded every year. However, O2O services including home sharing, food delivery and taxi service have also caused several regulatory issues in the area of consumer protections. In this paper, in order to resolve these issues, firstly I analyzed market conditions in current O2O service markets. This paper also provides the concepts and characteristics of O2O services and refers to four major regulatory issues including the legal status of O2O service platform providers, the unfair provision between the providers and consumers, the false and exaggerative advertisement and the employee’s employment stabilization. Finally I suggest how to figure out balancing point between the promotion of the new type O2O service industry and protecting the consumers’ interests. To promote the O2O service markets in Korea, I suggest the deregulation of the relevant application service market in order to connote both the traditional service and the new-type service. The shift of regulatory paradigm to O2O service industry toward the sustainable development of the industry and the protection of the consumer should be the urgent assignment of the regulators.