The purpose of this study is to compare and analyze the product image produced by the cinemagraph image and the product image produced by the general image in the electronic trade. The cinemagraph refers to the image with a special characteristic that provides the motion clue by playing the part of the picture endlessly in the form of a video. For this study, we explored how the perceived monetary value, brand attitude, and perceived taste would influence on the purchase intention, and it was analyzed that all of the three factors significantly influenced on the purchase intention. However, it was investigated that the purchase intention of the group watching the image by the cinemagraph was significantlyinfluencedby the perceived monetary value and the perceived taste, and the purchase intention of the other group watching the general image was significantly influenced by the brand attitude and the perceived taste; therefore, it was verified that there was a difference between the group watching the cinemagraph and the group watching the general image. In this result, it could be interpreted that when the people watching the cinemagraph purchase a product in the shopping mall, the price becomes the important requirement, and when the people watching the general image purchase a product in the shopping mall, the brand becomes the important requirement; therefore, these results could provide great implications to the food marketers.

Abstract
 1 Introduction
 2 Theoretical background
  2.1 Cinemagraph
  2.2 Brand Attitude
  2.3 Perceived Monetary Value
  2.4 Perceived Taste
  2.5 Purchase Intention
 3 Research Model and Hypothesis
  3.1 Research Model
  3.2 Research method
  3.3 Drawing the hypothesis
 4 Result analysis
  4.1 Demographics analysis
  4.2 Measurement tool verification
 5 Results
 References

• JiSeob Park(Yonsei University UX Lab Cognitive Engineering Square)
• Cheul Rhee(Yonsei University UX Lab Cognitive Engineering Square)