臺灣寵物飼主行為分析與研究－以犬飼料購買行為為例

近年來臺灣民眾飼養寵物的意願上升，再加上飼主將寵物視為家人，寵物市場商機看好。本研究試圖分析臺灣貓貓與狗狗飼主的飼養行為，並探究哪些因素會影響狗狗飼主購買寵物飼料的購買意願。本研究從線上回收306份有效問卷。研究結果顯示寵物食品的外包裝對狗狗飼主的購買意願沒有影響。外包裝指的是不同品種的狗狗圖片、狗狗圖片的呈現方式。狗狗飼料單位價格、賣場自有品牌且同時是大包裝的狗狗飼料會影響狗狗飼主的購買意願。關於貓貓與狗狗飼主的飼養行為，兩種毛小孩飼主消費寵物食品時最在乎的兩項因素相同，依序是成份與價錢。兩種毛小孩飼主飼養行為差異在於線上與線下通路消費行為、對飼料與罐頭的健康觀感、對寵物品種的重視程度。狗狗飼主單純在線下通路消費的比例較貓貓飼主高。狗狗飼主認為飼料對寵物比較健康，貓貓飼主則為罐頭對寵物比較健康。狗狗飼主以購買作為取得寵物的比例相較貓貓飼主高。貓貓飼主以領養取得寵物的比例相較狗狗飼主高。本研究最後依據上述洞察，提供寵物業者行銷建議。

關鍵字

寵物；寵物飼料；購買意願；狗狗飼主；貓貓飼主

並列摘要

In recent years, there have been more and more people keeping pets in Taiwan. Moreover, most pet owners in Taiwan have considered their pets part of their family. These phenomena have driven the development of the pet market. The intention of this study is to analyze the behavior of cat and dog owners in Taiwan, and to identify the determinants of dry dog food purchase behavior. This research surveyed the cat or dog owners in Taiwan through an online questionnaire. The sample size for the study was 310, and 306 were valid. The results suggest that the packaging of dry dog food, including ways of presenting dog pictures and dog pictures with different breeds, has no significant effect on the purchase intention of dog owners. The self-owned brand and large package of dry dog food have an impact on the purchase intention of dog owners, so does the unit price of dry dog food. Besides, both cat and dog owners value price and ingredients as the most important factors when buying pet food. Moreover, there are three different behaviors of cat and dog owners. First, dog owners tend to buy pet food offline, compared to cat owners. Second, dog owners believe that dry food is healthier for pets, while cat owners believe that canned food is healthier for pets. Last, cat owners adopt pets more often, compared to dog owners. In the end, this paper proposes some managerial implication to the companies in pet industry.