취업정보사이트의 브랜드 신뢰와 이용의도를 높이기 위한 브랜드 이미지의 역할에 대한 연구

A Study on the Role of Brand Image to Increase the Brand Trust and Usage Intention of Job Information Sites

Purpose– The purpose of this study was to examine the effect of brand image on brand trust and usage intention of customers, which empirically contribute how to increase the intention to use job information sites. Ultimately, this study tried to show the direction of brand management to job information sites that want to get competitive advantage in severe competition. Design/methodology/approach–This study collected survey data from 260 people who had used job information sites. The Exploratory Factor Analysis (EFA) and the Structural Equation Model (SEM) were used to analyze the data. Findings–The analysis results showed that, first of all, the brand image of job information sites has a positive effect on brand trust and the functional brand image has the greatest impact on it. Second, we can confirm that the brand trust of job information sites has a positive effect on the intent to use them. Research implications or Originality– This study selected brand image and brand trust as factors that have a positive effect on the continuous use of job information sites to increase the performance and productivity of the companies involved. It is important for the companies involved to form brand trust in the sites in order to increase consumers’ intention to use them. In addition, in order to enhance this brand trust, the job information site must, among other things, manage its brand image.