影響寵物市場消費者購買行為之研究

外文標題: 
The Study bout Influence of Consumer's Purchasing Behavior in the Pet's Market
校院系所: 
佛光大學 管理學系
指導教授: 
蔡明達
出版年份: 
2009年
主題類別: 
摘要: 

在人際關係疏離、少子化、人口老化、景氣不佳的現在,寵物變成人們最好的陪伴,也是慰藉心靈的另種替代選擇;人們將寵物擬人化飼養,帶動寵物商機的多樣化發展。 本研究依據消費者行為為基礎,探討飼主購買決策之影響因素。以問卷訪談目前有飼養犬、貓寵物之飼主;以不同飼主特性、家庭生命週期、生活型態及經濟資源四項因素做為會影響飼主與寵物關係變數;並探討飼主與寵物關係不同會影響飼主購買寵物飼料動機及影響目前及新興寵物產業消費行為。 研究發現,飼養為年輕單身族群且花費不受收入影響;飼主生活型態的不同會影響飼主與寵物關係,尤其是被追求流行傾向、獨立自主觀念、順從傳統傾向這三種生活型態影響較容易影響,但資訊追求度生活型態無法影響飼主與寵物的關係;不同飼主與寵物關係對於購買寵物飼料動機皆有影響,其中的生理、安全需求動機影響力較大;不同飼主與寵物關係對於目前及未來產業消費型態皆有影響,尤其是理性、感動型消費型態被影響較深。

外文摘要: 

In this modern age of distant interpersonal relationship, declining birthrate, aging population and economic downturn, pets are becoming people’s top choice for companionship and spiritual comfort; keeping a pet is also becoming more and more personalized, creating opportunities and diverse development for the pet industry. The study looks to explore the determining factors that influence pet owners’ purchase decisions based on consumer behaviors. Upon till now interview questionnaires have been used on dog and cat owners; using different characteristics of pet owners, household life cycle, life style and economic resources as four variable factors that affect the pet owner and pet relationship; and to explore whether the differences in the pet owner and pet relationship will have an affect on pet owners’ motivation behind the purchase of pet food as well as the current and future consumer behaviors in the emerging pet industry. The study has found that most pet owners are young and single individuals, and costs of keeping pets are not affected by income; different owner lifestyle will affect the pet owner and pet relationship, in particular the ones most influenced by the lifestyle of trends, independent thinking and tradition. However, the lifestyle of information pursue can not affect the pet owner and pet relationship; different pet owner and pet relationship affects owners’ motivation behind the purchase of pet food, especially the physiological and security needs; different pet owner and pet relationship affects current and future consumption patterns within the industry, where the rational and emotionally-moved types of consumers are most affected.