이커머스 플랫폼 상품 이미지의 표현 방법이 광고 태도에 미치는 영향

Abstract

This study investigates the impact of expression methods in product images used on detailed pages in the cosmetics industry on e-commerce platforms, focusing on product type, function type, and appeal type, on advertising attitudes. The study employed a 2(product type: skincare vs. makeup) × 2(function type: still vs. motion) × 2(appeal type: rational vs. emotional) design, selecting representative products from Naver Shopping to create eight experimental stimuli. A survey was conducted with women aged 20 and older in South Korea from May 2 to 6, 2024, and a total of 44 completed questionnaires were analyzed. The results indicated that motion graphics induced higher advertising attitudes compared to still images, and emotional appeals led to higher advertising attitudes than rational appeals. This implies that dynamic elements in product images create a stronger impression on consumers, and emotional appeals enhance advertising effectiveness by evoking emotional responses. However, there was no statistically significant difference in advertising attitudes based on product type, nor were there significant interaction effects between product type, function type, and appeal type. These findings highlight the importance of dynamic images and emotional appeals in digital marketing strategies for the cosmetics industry. Future research should aim to generalize these results across diverse consumer groups and consider variables such as purchasing tendencies, skin characteristics, and age for a more comprehensive analysis. Further research in other industries is also necessary to determine if similar marketing elements yield consistent effects.