Earticle

초록

영어

This study investigates the structural relationships among brand equity, brand power, and brand performance in C2C secondhand trading platforms. Extending the customer-based brand equity framework, the model incorporates platform-specific determinants—perceived platform quality, social reputation, price power, and distribution/accessibility power—reflecting the distinctive characteristics of digital secondhand markets. Using survey data from 327 users, structural equation modeling was employed to test the proposed model. Results show that brand awareness, brand image, perceived platform quality, and social reputation significantly enhance brand power, with brand image and platform quality exerting the strongest effects. Brand power was the most influential predictor of brand performance, including transaction behavior, continuance intention, and word-of-mouth intention. Among platform-related factors, distribution and accessibility power had a greater impact than price power. Bootstrapping analysis confirmed that brand power mediates the effects of brand equity components on brand performance. These findings extend brand equity theory to digital C2C environments and highlight the strategic importance of improving platform quality and user experience. Future research should examine longitudinal data and diverse platform contexts.

목차

Abstract
1. 서론
1.1 연구의 배경 – 문제 제기
1.2 연구의 목적 및 구성
2. 이론적 배경
2.1 브랜드와 디지털 브랜드 자산
2.2 디지털 플랫폼과 중고거래 플랫폼에서의 브랜드 자산
2.3 브랜드 자산 측정모형 : 기존 접근과 디지털 플랫폼 적용의 필요성
3. 연구모형 및 가설
3.1 연구모형
3.2 연구가설
3.3. 연구설계 및 측정변수에 대한 조작적정의
4. 실증분석
4.1 표본의 특성
4.2 모형 적합도 및 신뢰성 분석
4.3 구조모형 분석 결과
4.4 매개효과 검증
5. 결론
5.1. 연구결과의 요약
5.2. 연구의 시사점
5.3 연구의 한계 및 향후 연구과제
References

키워드

저자

• 허훈 [ Hoon Huh | 백석예술대학교 경영학부 부교수 ] 제1저자
• 김선영 [ Sun Young Kim | 국립목표대학교 영어교육과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프로젝트경영연구 [Project Management Review]

• 간기

  반년간

• eISSN

  2799-3434

• 수록기간

  2021~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658