This study estimated the consumer welfare effects of KakaoTaxi, a taxi service integrated with an O2O (Online-to-Offline) business model. Conjoint analysis was adopted as the research methodology. Through interviews with relevant personnel, convenience, informativeness, and reliability were identified as the key attributes of KakaoTaxi. A questionnaire composed of items based on these attributes was developed and administered through a survey. The sample consisted of 600 individuals with experience using KakaoTaxi. The approach involved determining consumers' willingness to pay for each attribute of KakaoTaxi based on the respondents' answers and interpreting this as consumer welfare. All three attributes established by the researchers—convenience, informativeness, and reliability—were found to be significant factors influencing consumers' welfare evaluation process. The maximum willingness to pay per unit for each attribute was estimated at 332.2 KRW for convenience, 1,035.6 KRW for informativeness, and 1,110.4 KRW for reliability. The maximum additional amount consumers were willing to pay for KakaoTaxi's attributes was 2,478.2 KRW, which corresponds to 82.6% of the current standard taxi base fare (3,000 KRW). The findings of this study suggest that the attributes of KakaoTaxi enhanced the welfare value provided to consumers by conventional taxi services by 82.6%.