寵物依附對於關係利益與關係品質之影響 -以寵物民宿為例

The Moderating Effect of Pet Attachment on the Relationship between Relationship Benefits and Relationship Quality- A Case of Pet Friendly Bed & Breakfast Industry

蔣寶慧(Bao-Hui Chiang)

指導教授 ： 曾光華 ； 游蓓怡

國立中正大學/管理學院/企業管理學系/碩士(2014年)

摘要

隨著社會趨勢轉變，飼主已改變過去對於犬隻飼養的態度，他們不僅將其當成陪伴、化解寂寞的對象，甚至視其為家人或朋友。有鑑於擬人化對待，使得飼主更捨得給予寵物優渥的物質生活，近年來，飼主更把物質享受層次拉到精神共享層面，希望能與寵物共同體驗美好旅行，故漸有「寵物民宿」誕生，藉此滿足人犬共宿需求。過去民宿僅需符合人類需求即可，然而在寵物民宿中，飼主是否因與寵物依附程度不同而將寵物喜好納入消費決策中作為參考，甚至影響原本在關係利益上的選擇。故本研究以寵物民宿為例，利用多面向量表衡量飼主與寵物之依附關係，並藉立意抽樣法於網路進行調查，共計回收605份問卷，其中316份為有效問卷。研究結果顯示：(一)關係利益與關係品質呈現正向顯著影響；(二) 3種不同類型飼主與愛犬間的依附程度會干擾關係利益與關係品質之間的關係；(三) 寵物民宿產業中，飼主最重視的是信心利益和社交利益，然而若要提升飼主與寵物民宿業者間之關係品質（滿意與信任），則業者需加強信心利益與特殊待遇利益。

關鍵字

寵物民宿 ； 關係品質 ； 關係利益 ； 寵物依附

並列摘要

With the changing of social trends, pet owners have changed their attitude towards their dogs from the past. Nowadays, pets for owners are not only just accompanying animals in the lives, but also friends or family to eliminate loneliness. More and more pet owners are willing to spend money on their pets for better life. In recent years, pet owners even enhance their pets’ welfare from improving material comfort to spirit satisfaction such as traveling with their pets. As a result, pet friendly bed & breakfasts or guesthouses are launched for satisfying pet owners and pets’ needs. The study focuses on the case of pet friendly accommodation services to investigate the relationships between relationship benefits (confidence benefits, social benefits and special treatment benefits) and relationship quality (satisfaction and trust). The moderating effect of pet-human relationship is also examined. For collecting data, this study adopted purposive sampling and conducted an online questionnaire survey. A total of 605 subjects were collected and 316 of them were valid. The findings of this thesis are: 1. There is a significantly positive effect between relationship benefit and relationship quality. 2. Three different types of pet owners based on different levels of attachement would moderate the effects on the relationship between relationship benefit and relationship quality. 3. The current study shows that pet owners would consider higher confidence benefits and social benefits towards pet guesthouse services; however, to improve consumers’ the relationship quality towards the guesthouses services, managers need to strengthen confidence benefits and special treatment benefits.

並列關鍵字

Relationship Quality ； Pet Friendly Bed & Breakfast   ； Relationship Benefits ； Pet Attachment

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