A Study on the Selection Attributes Affecting Pet Food Purchase: After COVID-19 Pandemic

Abstract

This study aimed to test empirically a theoretical model defining the selection attributes of pet food, which are increasing notably in Korea. The proposed model incorporates three phases: Selection attributes, recommendation and attitude, and purchase intention. A total of 450 questionnaires were issued, and the survey results were analyzed to verify the reliability and validity of the measured variables. A Structural Equation Model (SEM) was used to test the hypotheses of the study. The results showed that package design, price fairness, brand reputation, and perception of product healthiness positively affected both recommendation and attitude; moreover, purchase intention was enhanced by recommendation and attitude. However, the relationships between attributes, recommendation, and attitude differed among pet food shopping channels. This study analyzed the relationships between the selection attributes of pet food, recommendation, and attitude when customers bought pet food. It further analyzed how the relationship between selection attributes and recommendation, and the relationship between selection attributes and attitude differed between groups using online and offline channels for their purchase during COVID19 pandemic.