일부 여성의 화장품에 대한 정서적 태도 차이에 관한 연구

A Study on the Difference of Affective Attitude Based upon Cosmetic Product among Women

&nbsp;&nbsp;According to a few recent studies, affective attitude toward upgrade product image influences attitude toward cosmetic brand and behavior of purchase in addition to cognitive aspects which represent the acquisition of information about cosmetic product. Affective attitude toward upgrade cosmetic product image is considered as very important component to analyze effects of upgrade product image in market situation of increasing upgrade product image more and more.<BR>&nbsp;&nbsp;Therefore this study is to investigate how cosmetic product familiarity and brand familiarity influences the affective attitude toward upgrade cosmetic product image through for empirical testing four actual advertisements. The results of empirical testing show that product familiarity and brand familiarity affect, in significance, positively on the attitude toward upgrade product image, and as comparing degree of their effects, product familiarity more affects than brand familiarity. Also, in case of affecting product familiarity and brand familiarity together, the results of empirical analysis show that the effect more increase or more decrease by interaction effect than affecting individually.<BR>&nbsp;&nbsp;In conclusion, this study offers insights and implications for basic evaluation method of upgrade product image effect and upgrade product image strategy focused in the affective attitude toward upgrade product image.