- 學位論文
論寵物性格特質期望與失驗對人寵飼養滿意度之影響，以寵物狗為例
The Impact of Pet Personality Trait Expectations and Disconfirmation on Human-Pet Ownership Satisfaction: A Case Study of Dogs
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摘要
隨著養寵物的家庭逐年增加，特別是養狗的比例最高，狗在人類生活中的地位日益重要。然而，即使養寵物風行，臺灣仍有許多寵物狗無法被行銷給潛在飼主，導致動物收容所超收問題嚴重。根據資料顯示，全臺三分之一的縣市有收容所超收的情況，並且臺北市與臺南市的犬隻在養佔可留容比例更是達到165%與171%。 研究顯示，54.3%的填答者認為寵物狗的性格特質是取決飼養的最重要因素，且84.6%的填答者將其列為前三名的決策因素。這表明潛在飼主在獲取寵物前對其性格特質有明確期望，而這些期望的達成與否將影響其飼養滿意度。根據期望失驗理論(Expectancy disconfirmation theory)，飼主對寵物的期望與實際感知之間的落差會影響滿意度。 故本研究旨在探討寵物狗的性格特質期望與失驗對飼主主觀飼養滿意度，以及MDORS(Monash Dog Owner Relationship Scale)三個維度的影響，並研究飼主的人格特質在其中的調節作用，其中失驗討論了主觀正向失驗及減法法失驗。基於此，本研究包含以下研究目的： 一、提供飼主獲得寵物狗的參考依據：理解人的特質與狗的特質在特定配對中的影響，提供更具個性化的領養或購買建議，提升飼養滿意度。 二、提供寵物行銷給飼主的訊息方向：通過分析不同人格特質的飼主對寵物的期望性格特質，制定更有針對性的行銷策略，提升飼主的飼養滿意度。 三、降低飼主飼養牴觸因素：通過研究何種寵物性格特質會有較低正向失驗，並予以改進以提升飼養滿意度。 本研究為量化研究，以問卷收集了279位臺灣飼主的填表結果，並以皮爾森相關係數分析和線性迴歸分析據以檢驗研究假設。實證結果如下： 一、反應/主動性高的寵物狗較會降低飼養滿意度，但焦慮/害怕性格特質的寵物狗對飼養滿意度有顯著正向影響。外向性高的飼主更適合選擇高興奮/高度依賴性格特質的寵物狗，親和性高的飼主與焦慮/害怕性格特質的寵物狗匹配能提升情感親密度。 二、針對外向性高的飼主，可以強調寵物狗的興奮/高度依賴特質，但不宜使其有害怕/焦慮性格特質的期望，以吸引這些飼主並提升未來飼養滿意度。針對沉穩性高的飼主，可以強調狗的冷漠/侵略性特質，增加未來飼養時的人寵互動頻率。 三、正向失驗對飼養滿意度有顯著影響，特別是主觀正向失驗。當飼主認為寵物狗的性格特質符合或超出其期望時，滿意度顯著提高，反之則會降低。
並列摘要
As the number of pet-owning households increases annually, especially with the highest proportion being dog owners, the status of dogs in human life is becoming increasingly important. However, despite the popularity of pet ownership, many dogs in Taiwan are still not marketed to potential owners, leading to severe overcrowding in animal shelters. Data shows that one-third of the counties and cities in Taiwan have overcrowded shelters, with the capacity for dogs in Taipei City and Tainan City reaching 165% and 171%, respectively. Research indicates that 54.3% of respondents believe that the personality traits of pet dogs are the most important factor in deciding to own a pet, and 84.6% list it as one of the top three decision factors. This shows that potential owners have clear expectations for the personality traits of their pets before acquiring them, and whether these expectations are met will affect their satisfaction with pet ownership. According to the Expectancy Disconfirmation Theory, the gap between the owner's expectations and the actual perception of the pet influences satisfaction. Therefore, this study aims to explore the impact of expected and perceived pet personality traits of pet dogs on owner subjective ownership satisfaction, and the influence of the three dimensions of the Monash Dog Owner Relationship Scale (MDORS), as well as the moderating role of the owner's personality traits. The study discusses subjective positive disconfirmation and disconfirmation by the subtraction method. Based on this, the study includes the following research purposes: 1. Provide a reference for owners to acquire pet dogs: Understand the impact of human and dog traits in specific pairings to offer more personalized adoption or purchase advice and enhance ownership satisfaction. 2. Provide marketing messages to owners: Develop more targeted marketing strategies by analyzing the expected personality traits of pets from owners with different personality traits, thereby improving ownership satisfaction. 3. Reduce ownership resistance factors: Study specific pet personality traits that have lower positive disconfirmation and improve them to enhance ownership satisfaction. This quantitative study collected questionnaire responses from 279 Taiwanese owners and used Pearson correlation and linear regression analysis to test the research hypotheses. The empirical results are as follows: 1. Dogs with high Reactive/Assertive traits tend to lower ownership satisfaction, but dogs with Anxious/Fearful traits have a significant positive impact on ownership satisfaction. Owners with high extraversion are more suited to choose dogs with Excitable/Hyper-attached traits, while owners with high agreeableness matched with dogs with Anxious/Fearful traits can enhance emotional closeness. 2. For highly extraverted owners, emphasizing the Excitable/Hyper-attached traits of dogs is advisable, but it is not advisable to expect Anxious/Fearful traits to attract these owners and enhance future ownership satisfaction. For highly stable owners, emphasizing the Aloof/Predatory traits of dogs can increase the frequency of owner-dog interactions in the future. 3. Positive disconfirmation significantly impacts ownership satisfaction, especially subjective positive disconfirmation. When owners believe that the pet personality traits of their pet dogs meet or exceed their expectations, satisfaction significantly increases, and vice versa.
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