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http://dx.doi.org/10.14400/JDC.2020.18.7.375

A study on the direction of Service Strategy according to the change of Mobility Paradigm -focused on the Korean Millennials  

Sung, Sora (Dept. of Design Studies, Hongik University, IDAS)
Lee, Jiyoun (Hongik University, IDAS, BK21)
Nah, Ken (Dept. of Design Management, Hongik University, IDAS)
Publication Information
Journal of Digital Convergence / v.18, no.7, 2020 , pp. 375-381 More about this Journal
Abstract
The purpose of this study is to observe the meaning of the movement recognized by the millennials to derive the direction of the future mobility service strategy according to the change in the mobility paradigm. To do this, the concept of mobility was understood and related cases were analyzed. The characteristics of the millennials were theoretically summarized, and an in-depth interviews were carried out with 25 Korean millennials to analyze the emotion. As a result, it was observed that mobility is not just a movement, but a movement with a pleasant experience for them, and its meaning is being extending as an experiencing good that satisfied emotions, which makes life luxurious. To establish a mobility service strategy that satisfies them First, it is necessary to make an effort to curate a mobility life suited to different emotions. Second, a strategy is required to show the language and image with emotion as a service. Third, it is necessary to play the role of an expert leading the future mobility life to be realized through connection with various fields. We expect that this study will be used as fundamental data for establishing a future mobility service strategy.
Keywords
Mobility; Millennials; User Experience; Moving Experience; Curation; Service Strategy;
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Times Cited By KSCI : 4  (Citation Analysis)
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