Platformization of Taxi-Hailing Services: Reducing Information Asymmetry by Examining Consumer Preferences from the Cognitive Fit Perspective

This study explores the role of mobility platforms in mitigating issues arising from information asymmetry about taxi services in South Korea. We employed conjoint analysis from a cognitive fit perspective and analyzed the marginal utilities of platform features using a mixed logit model. Our results show that platformization addresses negative experiences associated with information asymmetry and resolves long-standing problems associated with taxi services. Specifically, consumers prioritize information visualization and safety services, underscoring the platforms’ role in enhancing trust and safety as well as convenience. Despite the expansion into premium mobility experiences, the fundamental expectation from consumers remains access to reliable, safe services. This research contributes to understanding the impact of digital transformation on the mobility sector, emphasizing the need for strategic and policy interventions to leverage mobility platforms for improved service delivery.