飼養狗的動機與人-狗關係對飼主在狗相關商品的消費意願之差異

外文標題: 
Analysis of the Relationships among Motivation of Dog Breeding,Human-Dog Relationship and Purchase Intention
校院系所: 
義守大學管理學院管理碩博士班
指導教授: 
田祖武
馬宗洸
出版年份: 
2014年
主題類別: 
摘要: 

本篇研究重點為探討人與狗之間的關係對於消費意願的影響,藉由李克特七點量表對養過狗的消費者進行施測。問卷分為三種產業類別,共發放450份,有效問卷為439份。
  本研究採用SPSS 21版分析有效問卷,藉由典型相關分析探討「飼養狗的動機」的變項與「人與狗的關係」的變項之間的關係;並利用迴歸探討自變數「人與狗的關係」、「飼養狗的動機」、「便利性程度」、「期望的互動程度」與「人口統計變項」對於「消費意願」的影響。
  本研究結果發現「住宿業」、「餐廳業」與「旅遊業」三種產業之間的消費模式差異,也發現各產業需針對的消費族群。

外文摘要: 

This study explores the influence of human-dog relationship on purchase intention. Questionnaires were sent to sample consumers who have kept pet dogs in three types of consuming sectors, restaurants, hotels, and recreation sites, to collect data for analyses.
  For the 439 valid responses from sample consumers, the relationship between motivation to keep pet dogs and human-dog relationship were investigated by canonical correlation analysis. The regression analysis was employed to examine how human-dog relationship, motivation to keep pet dogs, convenience, expected interaction, and demographic variables affect purchase intention. The analysis results showed that pet dog owners’ purchase intentions were significant different in the three consuming sectors, and hence variant strategies are needed for consumers (pet dog owners) from those sectors.