| abstract |
| Background Mobile banks are becoming important platforms in modern society due to their advantages such as convenience and accessibility, time and cost savings, real-time information provision, and rapid transactions. Accordingly, this study conducted a study to explore the influence relationship between brand personality and continuous use intention of mobile bank app design and the moderating effect of brand trust.
Methods The case study analyzed K-Bank, Kakao Bank, and Toss Bank, which are domestic mobile bank, according to the qualitative indicators of brand personality, and the empirical study conducted a survey to determine the effect of quantitative indicators of brand personality on continuous use intention and the control effect of brand trust. The collected data used SPSS 26.0 and AMOS 24.0 to verify the reliability and validity of the measurement items, and to analyze the structural equation model to verify the hypothesis.
Result As a result of the case study, it was possible to grasp the identity and intention to promote differentiation of each brand. As a result of the empirical study, significant results were confirmed in the effect of the brand personality of the mobile bank app design on the intention to continue use and the moderating effect of brand trust.
Conclusion This study identified the need for appropriate setting and development of brand personality in the app design process of mobile bank, and demonstrated that brand trust can increase the continue use intention. It is hoped that this study will provide a direction for securing corporate competitiveness and provide a foundation for further developed research in the future. |
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| Key Words |
| 브랜드 개성, 지속적 사용의도, 브랜드 신뢰도, Brand Personality, Use Intention, Brand Trust |
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