我國犬貓寵物認養推廣現況之探究— 社群媒體的應用

我國於2017年實施收容動物零安樂死政策後，造成公立動物收容處所的超收問題，導致收容犬貓的福祉下降，為了解決該問題，提升犬貓的認養率是當務之急，而我國動保團體多年來為了提倡認養，發展出多元的認養管道，其中以社群媒體管道的應用最為廣泛。故此，本研究旨在了解我國犬貓寵物認養推廣的現況，以及分析社群媒體在其中的應用，以期為動保領域提供實務建議。為對認養人與送養人有更深入的理解，本研究採混合研究設計方法。以計畫行為理論為基礎設計網路問卷，分析影響認養人認養犬貓寵物的因素及人口特質，發現行為控制知覺是影響因素中分數最高的，自身的經濟能力和清楚的認養資訊影響最大，且填答者中以10歲到39歲的人有較高的認養意願；質化分析上，發現認養過程可分為：收容安置、送養、後續追蹤等三個階段，並且受訪者認為認養的資訊完整性、便利性、過程的複雜性會影響認養人的認養意願，且會透過增加組織的透明度、口碑，以及送養專業度來提升認養人對動保組織的信任。在社群媒體的應用部分，則可以發現社群媒體對於推廣犬貓認養有很大的幫助，社群媒體不僅是送養管道，也是行銷犬貓認養的媒介之一，其功能有傳播認養資訊、增加送養曝光度、塑造送養犬貓的正面形象以及提升組織知名度，然組織經營資源的局限、成員行銷知能的不足、目標群眾模糊，與行銷效益難以評估等因素，都使得社群媒體的應用成效不彰。本研究建議未來送養動保組織應進行人才的招募並培養成員能力，以解決人力與行銷能力不足之處；並對目標群眾進行調查，以助於和認養人進行溝通、了解需求，最大化行銷的效益。同時也建議政府未來應該持續加強遊蕩犬貓的源頭管理，並針對末端的動物收容場所進行優化、提升犬貓照護品質、持續發展多元送養管道、建立後續追蹤機制，並進行公私協力，善用民間資源。

關鍵字

犬貓寵物認養；混合研究法；社群媒體；動保組織；送養管道

並列摘要

The ban on stray animal euthanasia was enacted in 2017; however, lacking consideration to the actual circumstances, it has caused an overpopulation problem in public animal shelters and further led to a decline in the well-being of sheltered animals. In order to solve this problem, increasing the adoption rate of sheltered animals is the top priority. For decades, Taiwanese animal welfare organizations have developed various adoption channels to promote animal adoption, among all the channels, social media channel is the most widely used. Thus, this research aims to understand the current situation of animal adoption promotion in Taiwan, and the application of social media in it, with a view to providing practical advice in the field of animal protection. For the purpose of having a comprehensive understanding of the relationship between adopters and shelters, this research adopted a mixed methods design. According to the theory of planned behavior, an online questionnaire was designed to analyze the factors and demographic characteristics that affected people’s behavior toward animal adoption. The result showed that perceived behavioral control had the highest score among influencing factors, indicating adopters’ economic conditions and clear adoption information had the greatest impact on their adoption behavior. Moreover, participants aged between10 to 39 years old had a higher willingness to adopt. In qualitative analysis, findings indicated that the adoption process was divided into three phases: shelter and placement, adoption, and follow-up. Furthermore, the subjects stated that correct information and simple adoption process were likely to affect adopter’s willingness to adopt. As for the application of social media, according to the subjects, it was very useful in promoting pet adoption. Findings suggested that social media was not only a channel for adoption, but also a media for marketing. It was used to spread adoption information, increase the exposure of sheltered animals, shape the positive image of sheltered animals, and enhance the reputation of the organizations. However, findings also indicated limited resources of organizations, members’ lack of marketing capability, difficulty in defining target audience, and the dilemma of evaluating benefits, all hindered the application of social media. This research suggested that animal welfare organizations should recruit more people, foster members’ capabilities, and investigate potential adopters. Besides, it also suggested that the government should continue to strengthen the management of stray animals, optimize the animal shelters, improve the living quality of sheltered animals, keep on developing diverse adoption channels, set up measures for following up on adopted pets, and establish public-private partnership with animal welfare organizations.