모빌리티 플랫폼 환경에서의 택시 드라이버 인식 변화: 근거이론 접근

Taxi-hailing is changing rapidly enough to change the game of the existing taxi industry. Due to the rapid change in the taxi platform, research on customers who use taxis is actively progressing, but little research is done on taxi drivers, which are service providers. In this study, in order to analyze taxi drivers' perception of changes in the taxi platform, five interviews for qualitative research were conducted for five taxi drivers using the current Kakao T platform. Coding was implemented through the grounded theory methodology, and the taxi drivers' perception of changes in the taxi platform was finally analyzed through open coding, axial coding, and selective coding. This study analyzed taxi drivers' perceptions of the taxi platform in the changing taxi industry due to the spread of taxi calling services into four categories: fee imposition policy, distrust of AI services, overheated competition, and maladjustment to service evaluation/review. It was confirmed that taxi drivers generally accept changes in the taxi platform despite negative factors. It is hoped that this study will serve as a starting point for solving the problem as it is based on efforts to reduce negative perceptions of taxi drivers in the future.