반려동물 스마트 제품 구매 의도에 미치는 소비가치 연구

초록

In light of the pet supplies market's sophistication and the burgeoning growth of e-commerce, it has become increasingly commonplace for consumers to opt for online platforms when purchasing products for their pets. This research endeavors to delve into the myriad factors that sway the intention to purchase smart products tailored for pets in the context of online shopping. The overarching goal is to derive insights that can effectively inform the strategic design of information on online shopping platforms showcasing these specialized pet products. This study meticulously executed an online survey, targeting consumers who are caretakers of at least one pet, be it a dog or a cat. The survey garnered 304 valid samples, and through rigorous analysis using SPSS 27.0 and Amos 26.0, meaningful results were extracted. Notably, the study highlights that economic value and efficiency exert a positive influence on the online purchase intention of smart pet products. Moreover, in this intricate process, perceived quality emerges as a pivotal mediator. By articulating the factors that influence consumers' decisions to procure smart pet products online and emphasizing the significant impact of consumers' perceived value on purchase intention, this research contributes valuable insights for crafting the information design strategy on e-commerce platforms catering to pet products. These findings underscore the necessity for further advancements in understanding the consumption behavior of pet owners in the evolving landscape of online retail.

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