Earticle

초록

영어

This study empirically examined the effects of consumers' cognitive and emotional responses to brand hair advertisements on advertisement attitudes and aimed to provide basic data for developing effective hair brand advertising strategies. A survey was conducted with 318 customers who visited hair salons in Gangwon Province, Korea, in May 2025, and the collected data were analyzed using SPSS 21.0. The results identified two cognitive response factors (artistry and practicality), four emotional response factors (familiarity, decoration, dignity, and attractiveness), and four advertisement attitude factors (attention, reliability, negativity, and interest). Both cognitive and emotional responses significantly influenced advertisement attitudes. Artistry enhanced attention and interest, while practicality increased reliability. In addition, attractiveness and decoration improved attention and interest, whereas dignity and familiarity strengthened reliability. Artistry, practicality, attractiveness, and dignity also reduced negative advertisement attitudes. These findings suggest that hair brand advertisements can effectively promote positive advertisement attitudes by integrating aesthetic visual elements with practical product information. Therefore, advertisers should develop strategies that combine visual appeal with functional information to enhance consumers' attention, trust, and favorable attitudes toward advertisements. This study provides academic and practical implications for effective advertising and marketing strategies.

중국어

本研究旨实证探究消费者对品牌美发广告的认知反应与情感反应对广告态度产生的影 响并为制定有效的美发品牌广告策略提供基础数据为此本研究于2025年5月对江原道地 区318名美发沙龙顾客开展问卷调查所获数据均采用SPSS 21.0软件进行频数分析因子分 析信度分析相关分析及多元回归分析研究结果表明认知反应由艺术性与实用性两个 维度构成情感反应由亲切感装饰性优雅感及吸引力四个维度构成广告态度则由关注 度可信度负面性及趣味性四个维度构成此外认知反应与情感反应均对广告态度具有 显著影响其中艺术性与实用性是提升关注度及趣味性的关键因素实用性亦是增强可信 度的重要因素而吸引力与装饰性则有助于提升关注度及趣味性优雅感与亲切感则有助于 增强可信度相反艺术性实用性吸引力及格调性均被证实有助于降低负面广告倾向 上述结果表明当品牌美发广告能够均衡呈现美学视觉表达与功能性信息时可有效提升消 费者的关注度与信任度进而成功塑造积极的广告导向因此发品广告需制定将视觉完整 性与功能性信息相结合的广告策略本研究通过实证分析揭示了品牌发品广告中消费者的 认知反应与情感反应对广告态度形成的影响在学术与实践层面均具有实质性意义.

목차

Abstract
I. 선론
II. 이론적 배경
1. 인지반응
2. 감성반응
3. 광고태도
III. 연구방법
1. 연구가설 및 모형
2. 연구대상 및 기간
3. 작극물 선정
4. 설문지 구성
5. 자료분석
IV. 연구결과 및 고찰
1. 측정도구의 타당성과 신뢰도 분석
2. 인지반응, 감성반응, 광고태도 간의 성관관계
3. 갈설 검정
V. 결론
참고문헌
中文摘要

키워드

저자

• 방효진 [ Bang Hyo Jin | 가톨릭관동대학교 스마트통합치유학과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646