earticle

영어

There is a prevailing perception that pets do not use cosmetics as frequently as humans. However, as the culture of considering pets as family members grows, and interest in pet cosmetics and grooming increases, the use of pet cosmetics is expected to expand. This study analyzes how pet owners’ perceptions of pet cosmetics and their consumption tendencies influence their intention to continue the use of these products. A four-week survey was conducted, starting on February 24, 2024, involving 208 pet owners who purchased pet cosmetics. Data analysis, including frequency analysis, cross-tabulation, factor analysis, correlation analysis, and multiple regression analysis, was performed using SPSS 29.0. The research results are as follows. First, the most frequently purchased pet cosmetic items were shampoos and eye/ear cleansers, while hair dye was the least purchased. Additionally, cats were treated with conditioners and moisturizers less frequently than dogs. Second, the intention to repurchase and recommend increased with practical consumer types. Moreover, both the practical and brand-oriented consumer types showed a positive correlation with the intention to recommend. Third, as brand recognition increased, so did the intention to repurchase and recommend. Considering these findings, this study aims to contribute to future marketing plans, new product development, and strategic formation of pet cosmetics markets.

중국어

截至目前，人们虽然普遍认为宠物不会比人使用更多的化妆品，但随着将宠物视为家庭成员的文化逐渐扩散，对宠物化妆品和外貌管理的关注度也逐渐提高，宠物化妆品的使用也将逐步扩大。因此，本研究试图分析宠物主人的宠物化妆品认识和消费倾向对持续行动度的影响。为此，从2024年2月24日起，运用naver form对购买宠物化妆品的208名宠物主人进行了调查。数据分析采用SPSS29.0程序进行了频率分析、交叉分析、因子分析、相关性分析和多元回归分析。研究结果为如下：第一、购买的宠物化妆品种中洗发水、洗眼剂、洗耳剂最多，染发剂最少。另外，与小狗相比，小猫使用护发素、保湿剂的频率更低。第二、研究发现，实惠消费型越高，再购买意向也越高；实惠消费型和商标品牌消费型越高，推荐意图也越高。第三、品牌意识越高，再购买意愿也越高；品牌意识越高，推荐意愿也越高。 基于上述研究结果，期待为今后的宠物化妆品市场的营销计划、新产品开发及战略的形成做出一定贡献。