框架效應、產品類型、依附對寵物電商消費者購買意願影響之研究—以犬為例

由於家庭養寵物的比例逐年攀升，寵物相關行業亦迅速興起，並伴隨著網路的普及與電子商務的發展，帶給消費者方便性且提供了更多元化的選擇。此外，家庭結構的變化和對寵物的需求增加，使寵物成為許多家庭中的重要成員並產生深厚的情感連結，對寵物產品的選擇也越謹慎，比起實體店面在網路上能得到更詳細的資訊內容，幫助飼主做出更為明智的選擇。過去寵物相關研究大多集中於消費者對寵物相關產業、產品之消費意圖與願付價格，較少探討寵物產品的資訊描述對消費者購買決策的影響。因此，本研究以框架效應理論為基礎，探究寵物電商消費者在選購產品時，是否會受到訊息描述的影響，並進一步加入產品類型、寵物依附程度來了解其在框架類型與訊息有用性間的干擾效果。本研究採用實驗法，以網路問卷方式進行發放，研究對象為「有飼養寵物狗經驗之潛在消費者」，回收之資料以SPSS 29.0軟體進行數據處理，分析方法包括:敘述性統計分析、因素分析與信度分析、獨立樣本t檢定、二因子變異數分析(ANOVA)、皮爾森(Pearson)相關分析、迴歸(Regression)分析。本研究發現，屬性框架的訊息呈現會影響消費者對此產品的訊息有用性，亦驗證訊息有用性與購買意願之間存在正相關。亦即，框架效應在寵物電商市場的應用中，產品的訊息描述以屬性框架來呈現會影響消費者對此產品的訊息有用性進而影響購買意願，尤其是採取負面的訊息呈現方式較容易引起消費者的注意。對於寵物電商平台來說，了解如何有效運用框架效應在商品描述的撰寫上，可以優化其市場推廣策略。透過對消費者在特定框架下的行為反應的瞭解，寵物電商經營者可以更精確地預測和滿足消費者需求，從而在競爭激烈的市場中獲得優勢。

關鍵字

框架效應；享樂性產品；功利性產品；依附理論；寵物依附；電子商務

並列摘要

As the proportion of households owning pets continues to rise, the pet-related industry has rapidly grown, complemented by the widespread use of the internet and the development of e-commerce, offering consumers convenience and a wider range of choices. Additionally, changes in family structure and the increasing demand for pets have made them significant members of many families, creating deep emotional bonds. This has led to more careful selection of pet products, with online platforms providing more detailed information than physical stores, aiding pet owners in making wiser choices. Previous studies on pet-related topics have mostly focused on consumer intentions and willingness to pay for pet-related industries and products, with less exploration on how the description of pet product information affects consumer purchasing decisions. Therefore, this study is based on the framing effect theory to explore whether pet e-commerce consumers are influenced by the description of product information when purchasing products, and further integrates product types and pet attachment levels to understand their interference effect between frame types and message utility. This research employs an experimental method, distributing surveys online, targeting 'potential consumers with pet-owning experience.' The collected data were processed using SPSS 29.0 software. The analysis methods included: narrative statistical analysis, factors with reliability analysis, independent sample t test, two-factor analysis of variation (ANOVA), Pearson correlation analysis, and Regression Analysis. This study found that the message presentation of attribute frames will affect consumers' message usefulness of this product, and also verified that there is a positive correlation between message usefulness and purchase intention. That is to say, in the application of the framing effect in the pet e-commerce market, presenting product information descriptions in an attribute frame will affect consumers' information usefulness about the product and thus affect purchase intention. In particular, negative information presentation methods are more likely to cause Consumer attention. For pet e-commerce platforms, understanding how to effectively use the framing effect in writing product descriptions can optimize their marketing strategies. By understanding consumers' behavioral responses under a specific framework, pet e-commerce operators can more accurately predict and meet consumer needs, thereby gaining an advantage in a highly competitive market.