Consumption Tendency of Pets and the Perception of Pet Cosmetics Effect on the Intention of Continuous Action

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.