Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Relationship among Attachment to Pet, Purchasing Attributes of Pet Products, Satisfaction, and Behavioral Intention

반려동물에 대한 애착도와 반려동물용품의 구매속성, 만족 및 행동의도와의 관계에 관한 연구

  • Park, Eun-Ok (Dep. of Distribution, Gyeongnam National University of Science and Technology) ;
  • Shin, Jae-Ik (Dep. of Distribution, Gyeongnam National University of Science and Technology) ;
  • Park, Min-Yeong (Dep. of Industrial Management, Gyeongsang National University)
  • 박은옥 (경남과학기술대학교 유통학과) ;
  • 신재익 (경남과학기술대학교 유통학과) ;
  • 박민영 (경상대학교 산업경영학과)
  • Received : 2019.06.26
  • Accepted : 2019.09.06
  • Published : 2019.09.30
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Abstract

This study is conducted to provide marketing implications for the growing pet-related market by identifying the impact of attachment to pets on the purchasing attributes of pet goods and the relationship between the purchasing attributes, satisfaction, and behavioral intention.The survey was conducted on 173 respondents among the pet owners who had purchased pet products (beauty/bathing goods). The confirmatory factor analysis and path analysis were conducted using SPSS 22.0 and AMOS 21.0. This analysis results showed that attachment to a pet significantly influences the purchasing attributes of pet products: price appropriateness, quality, design, reputation and the sales environment. The relationship between the product purchasing attributes, satisfaction, and behavioral intention showed that price appropriateness, quality, and the sales environment of the product purchasing attributes had a significant impact on satisfaction, but the product's design and reputation do not. Satisfaction has a significant effect on behavioral intention. This study demonstrates that the pet product market should consider product quality, price appropriateness, use and an accessible sales environment based on the characteristics of pets rather than considering the design or reputation of the owner's preference of product.

2018년 연간 애완용품의 온라인쇼핑 거래액은 8,223억 원으로 4% 증가년 전과 비교하여 4배 이상 급증하였고, 반려동물과 관련된 지출액 중 반려동물 관련 패션잡화, 내구재 등에 대한 지출규모가 증가하고 있어 반려동물 용품시장은 성장세를 이어갈 것으로 보고 있다. 이러한 추세에 따라서 본 연구는 반려동물에 대한 애착도가 반려동물 용품 구매속성에 미치는 영향과 구매속성과 만족, 행동의도간의 영향관계를 확인함으로써 성장하는 반려동물 관련 시장에 마케팅적 시사점을 제공하고자 실시하였다. 반려동물을 키우고 있는 사람들 중 반려동물 용품(미용/목욕 용품)을 구매해 본 적이 있는 173명의 응답자를 대상으로 설문조사를 실시하여 SPSS 22.0과 AMOS 21.0을 이용하여 확인요인분석과 경로분석을 실시하였다. 분석 결과, 반려동물에 대한 애착도는 반려동물 용품 구매속성인 가격적절성, 품질, 디자인, 평판, 판매환경에 유의한 영향을 미치는 것으로 나타났다. 구매속성과 만족, 행동의도간의 관계에서는 구매속성 중 가격적절성, 품질, 판매환경은 만족에 유의한 영향을 미치나 디자인과 평판은 영향을 미치지 않는 것으로 나타났다. 만족은 행동의도에 유의한 영향을 미치고 있다. 이러한 연구결과를 통해 반려동물 용품 시장에서는 주인의 선호도에 따른 디자인이나 평판보다는 반려동물의 특성에 따른 제품품질과 가격적절성, 이용 및 접근이 용이한 판매환경을 고려해야 함을 알 수 있다.

Keywords

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