寵物相關產業消費行為之研究

台灣目前少子化、高齡化以及單身未婚的現象日趨嚴重，社會人口結構、生活型態的改變，在科技日新月異的現代中，甚至隨著資訊化的快速成長，人與人之間的情感逐漸從溫暖轉為冰冷，人際關係也越來越疏離，家庭關係淡薄化，導致心中的寂寞感湧出，為了因應隨之而來的空虛感，掀起了一股飼養寵物的風潮。本研究之目的在於探討寵物相關產業消費行為，以半結構式訪談法進行研究，訪談對象為目前正在飼養的飼主、寵物已離世的飼主及未來有規劃飼養的飼主。依據訪談結果採用「模板式分析法」進行資料分析，最後提出結論及供業者策略上之建議如下： 1.寵物食品生產在引進或製造的過程中，須遵守食品安全之衛生規範，並明確標註生產點和食品含量，盡全力做到讓飼主安心，方能吸引飼主消費。 2.前一般寵物產業仍然具有較高的接受度；而其他的新興產業如寵物專屬的高檔住宿、高檔餐廳、貴族培訓學校、參加寵物俱樂部、寵物溝通師、寵物保險、寵物護理中心等，目前接受度並不高，未來可能需要實際的花費時間做宣傳。 3.建議動物醫院若能與寵物店合作，首先可以降低不良店面的風險；第二、可以減少店面租金；第三、有一定數量的客源，如此一來寵物商店和動物醫院將互惠互利。若獸醫未來想開業，與寵物商店結成聯盟將是一個指南。 4.現今的飼主比過往更願意去流浪動物之家或收養被遺棄的寵物，如未來想從事繁殖和寵物銷售的業者，則應考慮該行業的營業額將來會有遞減之風險。

關鍵字

少子化；寵物產業；動物伴侶

並列摘要

Taiwan’s current declining birthrate, aging population, and single and unmarried phenomenon are becoming more and more serious. The social demographic structure and life style are changing. In the modern era of rapid technological advancement, even with the rapid growth of information technology, the emotions between people are gradually changing. The warmth turned into coldness, personal relationships became more and more alienated, and family relationships weakened, leading to a sense of loneliness in my heart. In response to the ensuing sense of emptiness, a wave of pet raising was set off. The purpose of this research is to explore the consumption behavior of pet-related industries, using a semi-structured interview method to conduct research. The interviewees are currently raising pet owners, pet pet owners who have passed away, and future pet owners planning to raise them. Based on the interview results, the "template analysis method" is used to analyze the data, and finally the conclusions and the supplier's strategic recommendations are as follows: 1.In the process of importing or manufacturing pet food, it is necessary to comply with food safety and hygiene regulations, and clearly mark the production point and food content, and make every effort to make the owner feel at ease before it can attract the owner's consumption. 2.The former general pet industry still has a high degree of acceptance; while other emerging industries such as pet-only high-end accommodation, high-end restaurants, aristocratic training schools, participating in pet clubs, pet communicators, pet insurance, pet care centers, etc., are currently The acceptance is not high, and it may take actual time to promote in the future. 3.It is recommended that if the animal hospital can cooperate with the pet store, firstly, it can reduce the risk of bad storefront; secondly, it can reduce store rent; thirdly, there is a certain number of customers, so that the pet store and the animal hospital will be mutually beneficial. If veterinarians want to open in the future, forming alliances with pet stores will be a guide. 4.Today's owners are more willing to go to stray animal homes or adopt abandoned pets than in the past. If you want to engage in breeding and pet sales in the future, you should consider the risk of diminishing business turnover in the industry in the future.