반려동물 식품 패키지의 다감각 인터랙션 경험이 구매결정에 미치는 영향 -Z세대를 대상으로 한 근거이론과 SEM 혼합연구-

초록

This study analyzes the influence of multisensory interaction experience in pet food packaging on the purchase decision tendency of Chinese Generation Z users, against the background of the growth of China’s pet economy and the expansion of Chinese Generation Z pet owners. A mixed-method approach combining Grounded Theory and Structural Equation Modeling was adopted. Semi-structured interviews were coded through open, axial, and selective coding, yielding six categories: multisensory experience, usage interaction, information communication, emotional value, trust assurance, and extended communication. These categories were transformed into latent variables and tested with 261 valid responses. The results show that all six antecedent variables positively and significantly affect purchase decision tendency, with emotional value and trust assurance showing relatively stronger effects. The study provides empirical implications for human-centered, emotional, and evidence-based pet food packaging design.

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