소셜 네트워킹 플랫폼의 브랜드 이미지 및 지각된 가치가 신뢰를 통해 재이용 의도에 미치는 영향 분석 = An Analysis of the Impact of Brand Image and Perceived Value on Reuse Intention through Trust in Social Networking Platforms

다국어 초록 (Multilingual Abstract)

Purpose This study aims to investigate the complex relationship between brand image, perceived value, trust, and reuse intention in social networking platforms. It also aims to analyze whether trust mediates the relationships between brand image and reuse intention, as well as between perceived value and reuse intention.
Methods A survey was conducted with 290 users of social networking platforms, and the collected data were analyzed using SPSS and Amos to validate the hypothesized relationships between the variables. Structural equation modeling was employed to rigorously assess and explore these relationships in depth.
Results The findings reveal that both brand image and perceived value significantly and positively affect trust. Trust, in turn, significantly influences reuse intention. Additionally, trust partially mediates the relationship between brand image and reuse intention, as well as between perceived value and reuse intention. These findings suggest that improving both brand image and perceived value can enhance trust, which, in turn, reinforces the intention to reuse the service.
Conclusion These findings emphasize the need to enhance both brand image and perceived value to build trust, which drives continued platform usage. Social networking platforms aiming for long-term user engagement and loyalty should focus on strategies that improve both brand image and perceived value for sustained growth.

참고문헌 (Reference)

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