고령자 온라인·오프라인 소비유형별 실내·실외 반려동물용품 평가에 관한 연구 : 중국 시장을 중심으로 = An Evaluation Study of Indoor and Outdoor Companion Animal Products by Elderly Consumers Based on Online and Offline Consumption Patterns -Centered on the Chinese Market-

다국어 초록 (Multilingual Abstract)

本研究的目的是探討不同消費類型的高齡者在伴侶動物用品評價上的差異，並分析這些差異背後的行為動機與心理機制，最終旨在為高齡族群提供更具科學依據的生活支持與產品設計指引。本研究期望透過高齡者與伴侶動物的正向互動，提升其幸福感、心理健康及整體生活滿意度。
隨著中國社會人口老齡化加劇及伴侶動物文化日益普及，寵物已成為高齡者生活中的重要伴侶。他們的消費行為與需求逐漸呈現多元化、情感化及個性化特徵。在此背景下，研究高齡消費者在不同購物模式下對寵物產品的認知與評價，不僅具有實務應用價值，也對構建高齡友好型產業生態具有重要學術意涵。
本研究首先進行全面的文獻回顧與理論分析，蒐集國內外關於伴侶動物產品設計、高齡消費者行為及情感需求的相關研究成果，並由此提取出19個核心評價要素，包括安全性、可靠性、功能性、便利性、美學性、高級感及多功能性等。在此基礎上，針對中國65歲及以上的高齡寵物擁有者進行分類調查，並運用統計分析方法比較偏好線上購物與線下購物的高齡消費者在伴侶動物產品評價上的差異。
研究結果顯示，不同購物偏好的高齡消費者在產品評價上存在顯著差異。偏好線上購物的高齡者更重視產品的安全性、可靠性及美觀性，傾向透過品牌形象、視覺設計及資訊透明度來建立信任；而偏好線下購物的高齡者則更關注產品的功能性、使用便利性及耐用性，強調實際使用經驗與操作安全的重要性。進一步分析表明，這些差異不僅與購物模式本身相關，也受到高齡者資訊獲取能力、數位技術適應性、身體狀況及生活環境等因素的影響。
此外，本研究發現，高齡者在寵物用品消費中對情感價值與心理滿足具有強烈關注。他們將寵物視為家庭成員或情感伴侶，因而賦予其消費行為更深的情感與社會意義。這種情感化的消費特徵表明，伴侶動物用品已不再僅是功能性物品，而成為滿足高齡者情感需求及心理依附的重要媒介。
總而言之，本研究在學術上填補了國內關於高齡消費者類型差異下伴侶動物產品評價研究的空白，構建了理解高齡者產品評價的理論框架。在實務層面，為寵物產品企業及設計師提供針對性的設計與行銷策略參考，強調產品安全性、可靠性與情感體驗之間的平衡。在社會層面，本研究驗證了伴侶動物在老齡社會中的正向作用，為提升高齡者生活品質、構建和諧社會提供了實證依據。未來研究可進一步擴大樣本規模，結合縱向追蹤與深度訪談方法，探討性別、經濟狀況、健康水平及社會支持網絡等變項對高齡者寵物產品消費行為的影響，從而為高齡友好型寵物產業發展提供更系統的理論與實務支持。

다국어 초록 (Multilingual Abstract)

The aim of this study is to explore the differences in evaluations of companion animal products among older consumers, analyze the behavioral motivations and psychological mechanisms behind these differences, and ultimately provide more scientifically grounded life support and product design guidelines for older populations. This study aims to enhance elderly individuals' happiness, mental health, and overall life satisfaction through positive interactions with companion animals.
As China's population ages more rapidly and companion animal culture becomes increasingly prevalent, pets have become important companions in the lives of older adults. Their consumption behaviors and needs gradually exhibit diversified, emotional, and personalized characteristics. In this context, studying elderly consumers' perceptions and evaluations of pet products under different shopping patterns not only has practical application value but also holds significant academic implications for building an elderly-friendly industrial ecosystem.
This study first conducted a comprehensive literature study and theoretical analysis to gather studies on pet product design, elderly consumer behavior, and emotional needs. As a result, we extracted 19 key evaluation factors including safety, reliability, functionality, convenience, aesthetics, sophistication, and versatility. Based on this, we conducted a survey of pet caregivers over the age of 65 in China and compared the difference in evaluation of pet products between elderly consumers who prefer online and offline shopping using statistical analysis methods.
As a result of the study, elderly consumers with different shopping preferences showed distinct differences in product evaluation. Elderly people who prefer online shopping value product safety, reliability, and design, and tended to build trust through brand image, visual design, and transparency. On the other hand, elderly people who prefer offline shopping focused on functionality, ease of use, and durability, and put importance on actual user experience and operational safety. Upon further analysis, it was found that these differences are not just influenced by differences in shopping methods, but also by factors such as the elderly's ability to access information, digital technology adaptability, physical conditions, and living environment.
Furthermore, this study found that older adults have a strong focus on emotional value and psychological satisfaction in their consumption of pet products. They view pets as family members or emotional partners, thereby endowing their consumption behaviors with deeper emotional and social significance. This emotional consumption characteristic indicates that companion animal products are no longer just functional items but have become an important medium for meeting the emotional needs and psychological attachment of older adults.
In summary, this study filled in the gaps where research on the evaluation of pet products by various elderly consumers in Korea was lacking, and presented the theoretical framework needed to understand the evaluation of products by the elderly. On the practical side, they emphasize to pet product companies and designers that they should balance product safety, reliability, and emotional experiences, and provide reference materials when making customized design or marketing strategies. On the social side, it can be seen how positive pets play in an aging society, help improve the quality of life for the elderly, and further contribute to creating a harmonious society. Further research will allow us to follow up with more people for a long time or conduct in-depth interviews to find out how variables such as gender, economic situation, health condition, and relationship with people around us affect the elderly's pet consumption. I think it will be more systematic and practical for the development of the elderly-friendly pet industry.

목차 (Table of Contents)

• ABSTRACT viii
• 제 1 장 서 론 2
• 1.1. 연구 배경 2
• 1.2. 연구 필요성 6
• 1.3. 연구 목적 7
• 1.4. 연구 범위 8
• 1.5. 연구 방법 및 프로세스 9
• 제 2 장 이론적 고찰 12
• 2.1. 반려동물 수의 현황과 추세 12
• 2.2. 고령자와 반려동물 및 용품의 상관관계 14
• 2.2.1. 반려동물품 이 고령자에게 미치는 영향 14
• 2.2.2. 고령자의 반려동물 용품 요구와 의존 15
• 2.3. 고령자의 소비 현황분석 16
• 2.4. 고령자의 정의 및 분류 17
• 2.4.1. 고령자 정의 17
• 2.4.2. 쇼핑 유형에 따른 고령자 분류 18
• 2.5. 반려동물 및 반려동물용품 현황 분석 19
• 2.5.1. 미국 반려동물 용품 시장 현황 19
• 2.5.2. 일본 반려동물 용품 시장 현황 21
• 2.5.3. 한국 반려동물 용품 시장 현황 23
• 2.5.4. 중국 반려동물 용품 시장 현황 25
• 2.6. 반려동물용품의 정의 및 분류 28
• 2.6.1. 반려동물용품의 정의 28
• 2.6.2. 반려동물용품의 분류 28
• 제 3 장 사전 연구 31
• 3.1. 반려동물 용품의 평가 요소에 관한 연구 31
• 3.1.1. 평가요소에 관한 문헌고찰 (1차 평가요소 추출) 31
• 3.1.2. 평가요소 추출 (1차 평가요소 추출) 33
• 3.1.3. 반려동물 용품 평가요소 정의 36
• 3.1.4. 평가요소의 실험 (2차 평가요소 추출) 38
• 3.1.5. 탐색적 요인분석 (2차 평가요소 추출) 40
• 제 4 장 실증 연구 45
• 4.1. 반려인별 반려동물용품 평가 차이에 관한 조사 45
• 4.1.1. 실험 목적 45
• 4.1.2. 실험 설계와 실험 조사 45
• 4.2. 반려동물용품 평가 차이 실험과 결과 48
• 4.2.1. 실내 반려용품 평가 분석 및 결과 48
• 4.2.2. 실외 반려용품 평가 분석 및 결과 50
• 4.3. 실험 결론 52
• 제 5 장 결관 및 향후 연구 57
• 5.1. 결론 57
• 5.2. 제언 59
• 5.3. 연구 한계 및 향후 연구 61
• 5.3.1. 연구 제한성 61
• 5.3.2. 향후 연구 방향 61
• 5.4. 총평 내 연구의 기여 분야 62
• 참고 문헌 64
• 설 문 지 73