- 學位論文
寵物狗與飼主屬性所導致的飼養關係對飼料產品之屬性、動機與忠誠度的探討
How The Relationship Between Pet Dogs And Owner Profile Impacts On The Pet Food Product Attributes, Purchase Motivation And Loyalty.
摘要
現代生活趨勢讓愈來愈多人過著一個人的疏離人生，此寂寞趨勢下產出以寵物產業為首的寂寞產業，被定義為第四級產業，是一個讓消費者有幸福、親密感、滿足、被關懷，並找到歸屬的產業（遠見雜誌，2006）。隨此產業興起，寵物狗的角色及名稱，也逐漸自狗狗更名為有毛的孩子（Fur Kid），或是伴侶動物（Companion Animal）。 寵物逐漸進入飼主生活核心，成為不可或缺的一份子。飼主與狗狗的關係，對飼主的購物行為是否有影響?故本研究以問卷調查的實證研究方式，以寵物與飼主的關係為主軸，探討不同的寵物飼養關係是否與人口或是狗口的統計變數有影響。其次研究不同的寵物飼養關係對購買行為中的消費者購買動機，產品屬性的重要性及滿意度，忠誠度的考量，是否會因寵物飼養關係不同而有所變化。 正式問卷藉由網路問卷平台施測，期間共回收367份家中有飼養寵物狗的問卷，其中266份符合「寵物食品的使用者」及「寵物主要照護者」兩項條件。在正式問卷前經由台北市之寵物店及獸醫院協助實施二次前測。 研究結論支持狗狗的品種、飼主的性別，婚姻及家庭結構，會因為不同的寵物飼養關係有差異。寵愛型飼主在忠誠度及需求層級除自我實現外的表現上均達顯著水準外。但產品屬性重要性，只有原生屬性達顯著水準。建議運用於實務上的市場區隔，產品區隔，品牌定位；或進ㄧ步了解不同飼養關係的消費者心理洞察，用以發展傳播溝通上足以影響購買決策的訊息或是調性。寵物食品應回歸到基本面，例如安全無虞的營養提供，基礎的食物美味或價值，若為因應不同的飼養關係，也建議著重於在產品的配方或訴求。
並列摘要
In the modern society, individuals tend to live on a lonely life by him/herself. The trend has triggered a so-call Lonely Business led by pet industry, which is defined as the fourth grade Industry. It is a business to let the consumers feel happy, intimated, satisfied, care, and belonged (Global Views Monthly, 2006). With the growth of this business, the role and the name of pet dogs gradually transfer from “Doggy” to “Fur Kid” or “Companion Animal”. As pets get involved in owner’s life and become an important part, would the relationship between dogs and owners affect the purchase behavior? In this study, quantitative approach with structured questionnaire was used to understand how different dog-owner relationships impact on the owner and dog profile. Further to explore the concerns related to purchase motivation, the importance of product attributes and loyalty in the purchase decision making process. Data was collected via internet. 367 questionnaires were conducted and 266 were qualified with the criteria of “Prepared pet food user” and “Main care taker of pet”. 2 runs of pre-test were done in selected pet shops and vet clinics for questionnaire validation. The key findings of this study are: the dog breed, owner’s gender, marital status and family structure vary among different pet-owner relationships. Indulgent-type Owners have significantly higher score on Loyalty, Hierarchy of Needs except the Need of Self-Actualization, but only achieve similar degree on Essential Attribute in terms of Product Attribute Importance. It is suggested to apply the findings to the actual market place on market or product segmentation and brand positioning. Or to further understand the consumer insights of different dog-owner relationship for developing marketing communications in order to influence purchase decisions. Nevertheless, regardless the different dog-owner relationships, basic requirements & fundamental value of pet food still need to be considered, such as providing nutrition, food safety, quality ingredients, and delicious taste, these takes must be given precedence over all others.