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

박은옥; 신재익; 박민영

doi:10.5762/kais.2019.20.9.279

반려동물에 대한 애착도와 반려동물용품의 구매속성, 만족 및 행동의도와의 관계에 관한 연구
A Study on the Relationship among Attachment to Pet, Purchasing Attributes of Pet Products, Satisfaction, and Behavioral Intention 원문보기

한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.20 no.9, 2019년, pp.279 - 289

박은옥 (경남과학기술대학교 유통학과) , 신재익 (경남과학기술대학교 유통학과) , 박민영 (경상대학교 산업경영학과)

초록
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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.

Abstract ▼ AI-Helper

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.

주제어

표/그림 (7)

그림 Fig. 1. Research Model
표 Table 1. Measurement Items of the Constructs
표 Table 2. Characteristics of Sample
표 Table 3. Confirmatory Factor Analysis
표 Table 4. Correlation Analysis
그림 Fig. 2. Path Model
표 Table 5. Hypothesis Testing

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문제 정의

In this study, we investigate the purchasing characteristics of pet goods, which are necessities but luxuries for the family who owns the animals. The difference in the degree of attachment can depend on the purpose of raising pets.
This study was conducted to provide implications for realistic qualitative improvements rather than simple market expansion at a time when pet-related markets are growing and diversifying. Researches have only been conducted on some of the pet-related markets, but further studies of other related goods and services are also considered necessary.
The difference in the degree of attachment can depend on the purpose of raising pets. Thus, the purpose of this study is to propose the marketing implications of the pet goods market in the future by identifying the relationship between attachment to pet, product selection attributes, satisfaction, and behavioral intentions.

가설 설정

H1-1: Attachment to pets will have a significant impact on price appropriateness.
H1-2: Attachment to pets will have a significant impact on quality.
H1-3: Attachment to pets will have a significant impact on design.
H1-4: Attachment to pets will have a significant impact on reputation.
H1-5: Attachment to pets will have a significant impact on sales environment.
H1: Attachment to pets will have a significant impact on the purchase attribute of their goods.
H2-1: Price appropriateness will have a significant impact on satisfaction.
H2-2: Quality will have a significant impact on satisfaction.
H2-4: Reputation will have a significant impact on satisfaction.
H2-5: Sales environment will have a significant impact on satisfaction.
H2: Purchase attribute of pet products will have a significant impact on satisfaction.
H3: Satisfaction with pet products will have a significant effect on behavioral intention.

제안 방법

In this study, a path analysis was conducted using a structural equation model to examine the relationship between attachment to pets, purchase attributes, satisfaction, and behavioral intention of pet goods. The results of the path analysis are presented in Fig.
The results of this study are as follows, confirming the relationship between attachment to pets, purchasing attributes, satisfaction, and behavioral intention of companion animal goods.
To test the hypothesis of this study, a survey was conducted for 40 days from 18 February to 29 March 2019 on customers who had experience in raising pets and purchasing their goods(limited to beauty/bathing goods). A total of 180 questionnaires were collected and 173 were analyzed, excluding the insincere 7 questionnaires.
1. in order to identify purchasing attributes(price appropriateness, quality, design, reputation, and sales environment) according to attachment to pets, and to examine the relationship between purchasing attributes, satisfaction, and behavioral intention of pet goods.

대상 데이터

To test the hypothesis of this study, a survey was conducted for 40 days from 18 February to 29 March 2019 on customers who had experience in raising pets and purchasing their goods(limited to beauty/bathing goods). A total of 180 questionnaires were collected and 173 were analyzed, excluding the insincere 7 questionnaires. Confirmatory factor, correlation, reliability, and path analyses were performed using SPSS 22.

데이터처리

A total of 180 questionnaires were collected and 173 were analyzed, excluding the insincere 7 questionnaires. Confirmatory factor, correlation, reliability, and path analyses were performed using SPSS 22.0 and AMOS 21.0.

성능/효과

First, attachment to pets has a significant effect on the purchasing attributes of companion animal products: price appropriateness, quality, reputation, and sales environment. The greater attachment to pets, the more cautious they become in purchasing companion animal goods and take into account various factors, especially quality and price appropriateness of the products.
Second, among the purchasing attributes of pet goods, price appropriateness, quality, and design have a significant impact on satisfaction, but reputation and the sales environment do not significantly affect. The factor most considered in the purchase of beauty/bath goods of pets is the overall excellent quality including the product's composition, safety, performance, or effectiveness.
6. The results of confirmatory factor analysis to review the convergent and discriminant validity of scales for the constructs used in this study showed that the composite reliability and AVE(average variance estimate) values of most factors are 0.7 and 0.5 and lower than some of the criteria, but the scales used in this study have representative.
Third, satisfaction with pet products has a significant effect on behavioral intention. This is consistent with the results of previous studies such as Hoffman et al.

후속연구

Therefore, pet product marketers will have to consider a variety of purchasing attributes, including quality, price appropriateness, reputation, and sales environment of the product. In this study, the impact relationship was identified by presenting quality, design, reputation, price appropriateness, and sales environment of companion animal goods as purchasing attributes, but the other attributes may also affect attachment to pets, so further study will be required.

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표제어: PCR

동의어: Packet Collision Rate

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