摘要
過去許多研究寵物議題上，大多以寵物通路或寵物食品、用品、醫療相關等研究，鮮少在一般新型態寵物食品做消費探討。再者，為想了解飼主在人寵共享之關係下，使寵物寶貝吃的更健康、安心，本研究在了解飼主在對寵物鮮食的熟悉程度下，評估購買寵物食品之食材資訊、產品功能、產品價格、產品保存、通路合作、服務、推薦/口碑等重要性，進而了解其購買意願，針對研究結果提出建議參考，協助讓廠商能更準確訂定行銷策略。 本研究為寵物飼主對寵物鮮食產品購買行為之探討。本研究回收之有效問卷統計316份，並利用次數分配、因素分析、信度分析及迴歸分析等方法進行資料分析與解釋 。本研究顯示飼主對寵物鮮食熟悉度愈高，則對購買評估愈重視，其研究假設皆支持；對寵物食品的產品價格、產品保存、通路合作、服務、推薦/口碑愈重視，購買意願則愈高，其研究假設皆支持。
並列摘要
In the past, numerous of studies about pet issue are related among pet channels, foods, goods, and medical affairs. Rare study is discussed between the new generation pet foods and specific consumer behavior. Moreover, in order to figure out the sharing relationship between owner and pet and for health and safety of the pet foods, the study is to realize the relationship between familiarity of owner and to assess the importance of purchasing information, function, price, preservation, channel cooperation, service, recommendation and reputation of the pet food. The study is also to analyze the purchasing intention. Finally, the result of study provides recommendation reference and coordinates providers to make accurate marketing strategies. The study is discussion fresh pet foods purchasing behavior. Data is collected by the 316 valid questionnaires and examined by factor, reliability, validity and regression analysis. The result shows the fresh pet food familiarity has a positive effect on purchasing evaluation. The fresh pet food purchasing intention is positive effects on the purchasing information, price, preservation, channel cooperation, service, recommendation and reputation of the pet food. All researching hypothesis are approved.