반려동물 콘텐츠 소비의 동기와 인식 변화: 반려인과 비반려인의 비교

초록

As public interest in companion animals has increased, the amount of related content has also increased. Despite this trend, research exploring users of pet-related content remains limited, particularly in terms of differences between pet-owners and non-owners’ perceptions. To address this gap, the present study employed a qualitative case study approach to investigate the characteristics of pet-related content. The study utilized qualitative research methods and analyzed interview data using a pattern-matching technique, focusing on recurring patterns in the interview results. A total of 20 participants were included in the analysis, consisting of 11 pet owners and 9 non-owners. The findings revealed that key motivational factors associated with pet-related content include cost reduction, improved accessibility, and changes in perceptions toward pets. Specifically, cost reduction and accessibility were identified as major factors among pet owners, while non-owners emphasized perception improvement. This study holds significance in identifying perceptual differences between pet owners and non-owners and discusses practical implications related to these findings.

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