A sharing economy has emerged through today’s trust-building mechanisms, and a sharing economy is called a future economic model through a positive future market prospect. In this context, while the overseas sharing economic business is becoming a global trend, the domestic sharing economic business is busy following the global trend. The purpose of this study is to investigate the development direction of sharing economic business in Korea. First, the sharing economic cases of 50 oversea and domestic businesses were analyzed by time series analysis. Next, a cross-country analysis to analyze the business distribution and KCERN's sharing economic model through sharing economic cube model was conducted. Finally, profit model analysis through business case study and the relationship between the derived factors were investigated. As a result of the analysis, this study found comparative trends between overseas and domestic including differences in cultural and institutional environments and profit models. This study suggested directions for domestic sharing economy business.

우리나라에서는 우버 서비스가 허용되지 않고 있으나, 우버와 같은 공유경제에서 플랫폼의 알고리즘에 의해 가격이 책정되는 경우 언제든지 미국에서의 우버 담합 논의와 같은 문제가 제기될 수 있다. 공유경제 공급자들은 플랫폼으로부터 자유롭게 이탈할 수 있으므로 엄밀하게 말하면 알고리즘 담합 문제는 가격정보의 교환 문제로 볼 수 있다. 현행 우리나라 공정거래법에서는 가격정보의 교환과 같은 동조적 행위를 부당한 공동행위로 열거하고 있지 않으므로 가격정보의 교환은 부당하게 경쟁을 제한하는 행위에 대한 합의의 정황 증거가 될 뿐이다. 그러나 경쟁 제한적 정보교환 행위를 부당한 공동행위의 하나의 유형으로 포함 하는 공정거래법 개정안이 통과될 경우 알고리즘에 의한 가격정보의 교환이 부당한 공동행위가 될 가능성이 보다 커질 것이다. 공유경제 플랫폼으로서는 공급자에게 알고리즘에 의해 결정된 가격에 구속되지 않을 수 있는 권리를 주는 등 선제적 조치를 취할 필요가 있다. 공유경제 공급자와 플랫폼이 경제적으로 하나의 실체에 가깝다는 점에 주목하여 플랫폼과 공급자를 부당한 공동행위에 있어 서로 ‘다른’ 사업자로 볼 수 없다거나, 플랫폼과 공급자 사이 위험 공유의 정도가 높을수록 부당한 공동행위 인정기준을 완화하여야 한다는 주장이 있으나 모두 타당하지 않다. 경쟁법적 관점에서 공급자가 플랫폼에 종속되어 있다고 보기 어렵고, 담합이 문제되는 상황에서는 수요자가 피해를 볼 뿐 플랫폼 과 공급자들의 손익은 언제나 같은 방향으로 움직이기 때문이다.

Purpose - The purpose of this study is to grasp the concept, characteristics and application status of sharing economy, and to derive a research model based on sharing economic service, and to analyze factors and influences of consumers' intention to reuse of sharing economy. Research design, data, and methodology - The questionnaires were created to examine variables for practical and theoretical implications. After pilot survey, conducted for 24 days from March 10th to April 2st in 2017, total numbers were 377. But 330 copies were used for the analysis with IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0. The structural equation model was applied for this. Results - First, sharing economic services remain at an early stage, but it is meaningful to identify the revenue mechanism of the business model of the sharing economic platform. Second, in this study, it is meaningful that we systematized the theoretical structure by examining existing studies on the characteristics of the sharing economic service and consumer characteristics, and by examining empirically. Third, Satisfaction and Reliability are related to the characteristics of Sharing Economic Service (Security, Convenience, Discount, Sharing, Social Interaction), Consumer Characteristics (Personal Innovation, Word-of-Mouth) It is meaningful to broaden the understanding of the factors by verifying the mediating effect. Fourth, the sharing economy business is meaningful in that it is a new consumption trend that changes the meaning of consumption to consumers. Gradually, more and more people are recalling that purchasing something is not consumption, but sharing and borrowing is also consumption. In other words, through the sharing economy, consumers can experience more products and services, have more choices, and are expected to have a positive impact on economic growth by increasing the utilization of idle resources. Conclusions - Currently, the sharing economy is growing rapidly all over the world. Therefore, in the subsequent study, it is necessary to compare Korea and China's sharing economy and study the cultural and social characteristics of Korea and China. In particular, I think that steady research is necessary for more precise and specific direction on the influence of the shared economy.