반려동물 애착 기반의 소비 가치와 구매 의도의 영향 관계 연구 - 반려동물 스마트 제품 중심으로 -

초록

This study began with the increase in the population of pet owners and the upgrade of the pet supplies market. High-quality, intelligent, and pet physical and mental health management have become trends. As an emerging product, pet smart products are gradually attracting the attention of pet owners, and more and more pet owners are willing to spend a relatively high amount on their pets. Although there are many studies on the purchase behavior of pet products, there are few studies on the purchase behavior of pet smart products, and there are few purchase behavior studies based on the emotional relationship between owners and pets. The purpose of this study is to clarify the consumption value of pet smart products and to study the relationship between consumption value and purchase intention based on pet attachment, to propose the elements that require careful consideration in the promotion and sales process of such products, based on empirical research findings. Therefore, this study targets consumers who have had at least one pet (dog or cat), conducted a one-week online questionnaire survey from April 23 to April 30, 2023, and collected 254 valid samples. Used SPSS27.0 to analyze and get the results: Functional value, social value, and emotional value have a positive impact on purchase intention, and pet attachment emotion plays a partial mediating role in the process. Based on such research, research on the consumer behavior of pet owners needs to be further developed.

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