隨著經濟繁榮,社會進步,越來越多人開始飼養寵物來陪伴在身邊,水族館的經營也必須更貼近消費者。本研究以方法目的鏈(Means-End Chain Model簡稱 MEC)為理論,對84位消費者進行一對一訪談,探討觀賞魚飼養對消費者會產生何種價值,透過資料分析,將要素歸納共22項的「屬性」、「結果」、「價值」三層價值階層,並透過階層知覺圖的繪製,找出關聯路徑,透過本研究所獲得的結果,可得知消費者飼養觀賞魚的原因與心態,帶來何種價值與結果,這些資訊可做為市場分析的參考依據。 研究發現,消費者對選擇購買觀賞魚的屬性原因在於休閒娛樂的紓壓感,帶來陶冶性情的結果並創造出體認與尊重生命教育的價值,而增加親友人際互動也成為次要價值。因此,水族業者經營決策應該重視休閒娛樂取向,思考是否能引發消費者產生生命教育的意義,規畫可讓消費者與親人朋友間有更好互動的行銷策略,相信可以帶領出更多群體的消費者族群,創造出業者與消費者雙贏的大方向。
With the development of economic and growth of social, more and more people start keeping pets, the aquarium also needs to close the customs. This study used MEC (Means-End Chain Model) theory to interview eighty four customers to research which value will be produced between people and aquarium fish. According to data analysis, twenty two elements will be arranged under three level, attributes,consequence, values. Through the draw of HVM (Hierarchical Value Map), to find the relationship,that will find the reasons of keeping aquarium fish, and bring what kind of value and result, these information could be the reference of market analysis. The result of study shows that having aquarium fish will relieve stress by leisure entertainment, and create the value of respect life education. Also increase the interpersonal relationship will be the second value. The aquarium owner should pay attention to leisure entertainment orientation, thinking about how to stir the meaning of life respect to customers, planning marketing strategy to make better interaction between customers and their friends. That will provide more different groups of customers and create the win-win solution in dealer and coustomer.