The Influence of Selection Attributes on Brand Image and Customer Trust in Wrinkle Improvement Functional Cosmetics

주름 개선 기능성화장품의 선택속성이 브랜드이미지 및 고객신뢰에 미치는 영향

This study aimed to explore how the selection attributes of wrinkle improvement functional cosmetics impact customer trust and brand image. To achieve this, a structured questionnaire was administered to 250 consumers in their 20-50s. The collected data were analyzed using SPSS 26.0, with coding and sorting techniques applied. The findings of the study are as follows: First, the study found that selection attributes significantly impacted brand image. Second, these attributes had a statistically significant mediating effect on customer trust. Lastly, brand image was shown to significantly influence customer trust. The results are expected to help enhance the various selection attributes of wrinkle improvement functional cosmetics to boost customer trust and brand image, as well as to inform the development of new marketing strategies.