큐레이션 커머스 이용에서 윤리적 소비까지: ‘새벽배송’ 플랫폼 이용에 대한 탐색적 연구

초록

This study analyzes user awareness and experience of using curated commerce platforms that have recently developed around the 'Early-Morning Deliveries' service in South Korea. Platforms such as Kurly, Coupang, and Oasis specialize in quick commerce services that deliver fresh food during the midnight hours, referred to as 'Early-Morning Deliveries'. This has led to technological innovation in the e-commerce sector that emphasizes the ethical value of eco-friendly and ethically made products. However, public concerns have been raised about their negative effects on the environment and gig work practices due to the rapid growth of these services. In this context, this research examines changes and trends occurring at the technological, social, and cultural levels due to the platformization of grocery shopping through 'Early-Morning Delivery' services from the user's perspective. Through in-depth interviews with the platform users who regularly use the ‘Early-Morning Deliveries’ service, we explore their awareness of platformization and their experiences using curated commerce. The results indicate that users reflect on the social problems that accompany the development of e-commerce connected to ethical consumerism and adjust their usage patterns and habits to reflect their beliefs and values. However, different reactions and evaluations were revealed among research participants regarding the industrial changes where platformized delivery labor and curated commerce have become more eco-friendly, based on their understanding of the underlying social issues.

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