C2C 중고거래 플랫폼에서 브랜드 자산 구조와 브랜드 성과의 관계 분석: 브랜드 파워의 매개역할을 중심으로

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.