편집자 주
이 논문은 반려동물 사료에 대한 반려동물 보호자의 충성도를 결정하는 요인에 관한 것으로, 반려동물 보호자의 구매 습관에 대한 연구 결과를 논의합니다. 보호자는 연령, 소득, 성별 및 교육 수준에 따라 그룹으로 나뉩니다. 이 연구는 이러한 요인이 보호자가 반려동물 사료를 구매할 때 중요하게 생각하는 사항에 어떤 영향을 미치는지, 이러한 요인이 브랜드 충성도에 어떤 영향을 미치는지 살펴봤습니다. 연구에 따르면 인구 통계학적 요인은 구매 습관과 관련된 요인보다 덜 중요했습니다. 이러한 발견은 반려동물 사료를 판매하는 회사에 도움이 될 것입니다.
반려동물 사료 구매에 대한 행동적 충성도 관련 요인 분석
A Study of the Factors Influencing Conative Loyalty when Purchasing Companion Animals Feed
한국지역사회생활과학회지
약어 : 한지생
2023, vol.34, no.1, pp. 109-127 (19 pages)
발행기관 : 한국지역사회생활과학회
연구분야 : 자연과학 > 생활과학
전북대학교 유소이 / You, So Ye, 박명은 / Park Myeong-Eun
초록
This study was conducted to identify the influence of purchase-related factors and psychological factors as well as demographic characteristics on the owner's conative loyalty when purchasing companion animal feed.
The results of the analysis revealed the following:
First, in groups constituted according to age and average monthly household income, the concern of owners regarding a healthy diet for their companion animals showed a difference between the groups according to gender, age, and education level.
The feed preference showed differences between groups in terms of gender and age.
The conative loyalty for purchasing feed for the companion animal showed differences between groups in terms of gender, age, and education level.
Second, in this study, the analysis of the loyalty of the owners to specific companion animal feed showed that the explanatory power of demographic characteristics was quite low, while it was considerably increased when the variables related to the purchasing tendency for feed were added in step 2.
Therefore, in explaining the purchasing behavior of pet food, it is believed that identifying the factors directly related to purchasing, in addition to the demographic characteristics which were presented as important factors in previous studies, is important in understanding the owner's loyalty to a particular feed.
These results are expected to provide consumer data on the purchasing behavior of related products to researchers who study consumer response to companion animal feed.
The results will also provide useful information for establishing effective marketing strategies related to product development and distribution, etc. to companies in this sector.
* 논문정보 : 한국학술지인용색인(KCI)
