반려동물용품의 선택속성과 소비혜택, 구매의도에 관한 연구 - 가심비적 소비성향에 따른 차이 분석 -

Abstract

In the growing industry market for pets, this study finds to identify the impact of the selection attributes of pet products (beauty products) on practical and hedonic benefits, and to identify the impact of consumption benefits on the purchase intention. For the hypothesis testing, we conducted a survey targeting to 173 people who have been purchasing pet supplies. The study found that, first, price and quality of pet products have a significant effect on practical benefits, but design, reputation, and purchasing environment do not. Second, quality and environmental benefits have a significant impact on the hedonic benefits but pricing, design, reputation is to not have a significant impact. Third, practical and hedonic benefits were found to have a significant effect on the intent to purchase. Fourth, the group of high Cost-to-psychological satisfaction ratio, design factors in the selection attributes of pets have a significant effect on practical benefits and hedonic benefits. And the group of low Cost-to-psychological satisfaction ratio, only quality factors have a significant effect on practical benefits and not all factors have a significant effect on hedonic benefits.