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DOI :
Journal Korea Society of Visual Design Forum , Vol.87, No.0, 27 ~ 39, 2025
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| Title |
| A Comparative Study of Brand Positioning and Consumer Perception between Digital Financial Platforms and Comprehensive Financial Service Companies - Focusing on Toss, Naver Pay, Shinhan Bank, and Hana Bank - |
| 김소영 So-young Kim |
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| abstract |
| Background With the rapid growth of the digital financial market, competition between digital financial platforms (Toss, Naver Pay) and traditional financial service companies (Shinhan Bank, Hana Bank) is intensifying. These companies utilize differentiated brand positioning strategies―convenience, innovativeness for digital platforms and trustworthiness, stability for traditional institutions. This study aims to analyze the differences in consumer perception and behavior influenced by these positioning strategies, focusing on their impact on reuse intention and recommendation intention, along with evaluating segment differences by age group.
Methods This study conducted an online survey targeting 300 respondents (N=300) to quantitatively analyze how brand positioning factors (convenience, innovativeness, trustworthiness, stability) affect consumer perception and behavior (reuse intention, recommendation intention). The data were analyzed using multiple regression analysis and ANOVA, comparing differences by brand and age segment. Additionally, the study examined the indirect effects of brand image and service satisfactionon consumer behavior.
Result The analysis revealed that digital financial platforms leveraged convenience(β = 0.40) and innovativeness(β = 0.45) to gain popularity among the younger generation, while traditional financial service companies maintained loyaltyamong middle-aged and older consumersthrough trustworthiness(β = 0.35) and stability(β = 0.30). MZ generation prioritized convenienceand innovativeness, whereas older generations valued trustworthinessand stabilitymore(F = 4.12, P < 0.05). Both service satisfaction (β = 0.48) and brand image(β = 0.38) had a positive impact on consumers' reuse intentionand recommendation intention.
Conclusion Digital financial platforms should enhance trustworthiness and stability to expand into the middle-aged market, while traditional financial service companies need to accelerate digital transformation to attract younger consumers. Developing personalized financial services and strengthening digital channels are critical strategies. Future research should include broader consumer segments to establish brand positioning strategies that are competitive not only in the domestic market but also in the global financial landscape. |
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| Key Words |
| 디지털 금융 플랫폼, 종합 금융 서비스 기업, 브랜드 포지셔닝, Digital financial platform, traditional financial service companies, brand positioning |
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