모바일 숙박앱 브랜드 인지, 브랜드 연상, 브랜드 신뢰가 브랜드 충성도에 미치는 영향: 성별의 조절 효과를 중심으로

초록

Purpose –The purpose of this research is to examine the effects of brand awareness, brand association, and brand trust within the context of mobile accommodation app usage on brand loyalty by focusing on moderating effect of gender. Design, data, and methodology –An online survey was conducted from September 13th to September 27th, 2023, and 343 responses were used for the final analysis. Structural equation modeling and multi-group path analysis were performed. Result – Brand awareness showed no significant effect for males but was significant for females. Regarding brand association, males showed significant influence, whereas females did not. Trust was confirmed as a significant determinant across genders, Conclusions – This study contribute to the development of management strategies for mobile accommodation app companies and the accommodation industry.

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