@article{ART003367447},
author={Hwang Seung Ha and Kim Seung In},
title={The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={3},
pages={89-97},
doi={10.21186/IPR.2026.11.3.089}
TY - JOUR
AU - Hwang Seung Ha
AU - Kim Seung In
TI - The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 3
PB - Industrial Promotion Institute
SP - 89
EP - 97
SN - 2466-1139
AB - Does more technical language in beauty-device advertising actually drive sales? This study challenges that intuitive assumption. Using the fictitious brand 'DERMALAB PRO', a 2-condition between-subjects experiment was conducted with 200 online-panel respondents (100 per condition). Despite a successful manipulation check (d=1.04–1.42), ad type exerted no direct effect on purchase intention (p=.420). A hierarchical regression (R²=.622) revealed that brand trust (β=+.323), not ad type, drove purchase intention, and the two ad types reached purchase intention through distinct psychological paths — a parallel multiple mediation structure; as the direct effect was nonsignificant (c′=−.062), the pattern corresponds to indirect-only (full) mediation. Most notably, intensifying technical expression simultaneously elevated brand trust and perceived medical-device burden(|d|=0.81), revealing a trust–accessibility trade-off rather than a decline in trust
KW - Beauty Device;Technical Expression;Emotional Expression;Brand Trust;Purchase Intention;Parallel Multiple Mediation
DO - 10.21186/IPR.2026.11.3.089
ER -
Hwang Seung Ha and Kim Seung In. (2026). The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices. Industry Promotion Research, 11(3), 89-97.
Hwang Seung Ha and Kim Seung In. 2026, "The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices", Industry Promotion Research, vol.11, no.3 pp.89-97. Available from: doi:10.21186/IPR.2026.11.3.089
Hwang Seung Ha, Kim Seung In "The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices" Industry Promotion Research 11.3 pp.89-97 (2026) : 89.
Hwang Seung Ha, Kim Seung In. The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices. 2026; 11(3), 89-97. Available from: doi:10.21186/IPR.2026.11.3.089
Hwang Seung Ha and Kim Seung In. "The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices" Industry Promotion Research 11, no.3 (2026) : 89-97.doi: 10.21186/IPR.2026.11.3.089
Hwang Seung Ha; Kim Seung In. The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices. Industry Promotion Research, 11(3), 89-97. doi: 10.21186/IPR.2026.11.3.089
Hwang Seung Ha; Kim Seung In. The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices. Industry Promotion Research. 2026; 11(3) 89-97. doi: 10.21186/IPR.2026.11.3.089
Hwang Seung Ha, Kim Seung In. The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices. 2026; 11(3), 89-97. Available from: doi:10.21186/IPR.2026.11.3.089
Hwang Seung Ha and Kim Seung In. "The Effects of Technical and Emotional Expressions on Brand Trust and Purchase Intention in Beauty Devices" Industry Promotion Research 11, no.3 (2026) : 89-97.doi: 10.21186/IPR.2026.11.3.089
