以方法目的鏈探討寵物飼主之消費價值

現今，貓犬已超越以往捉老鼠與看門的功能性角色，而攀升為家庭一份子的寵物地位。隨著各式各樣的寵物逐漸走入人們的生活，因而衍生的市場錢景可觀。究竟人們越來越捨得給寵物花錢，其主要的原因何在，必須自飼主內心探究寵物所帶給他們的價值。本研究採質化與量化方法，研究探討貓犬飼主之消費價值與重視屬性的異同。首先，依目的鏈的理論架構，將飼主所認知的「屬性」與「結果」連結，以瞭解飼主飼養貓犬之價值內涵。其次，透過質性分析結果發展量化問卷，以瞭解不同生活型態之飼主對於考量飼養寵物時所重視的屬性是否有所差異。透過方法目的鏈模式研究的結果發現，兩群飼主皆認為「樂趣與享受」、「成就感」、「與他人溫暖的關係」和「安全感」為重要的價值感。但貓犬寵物帶給飼主的價值「樂趣與享受」及「成就感」兩者，其來源屬性不同。家犬飼主方面較重視因品種與作伴關係的屬性所帶來的樂趣、享受與成就感。而家貓飼主方面則較重視因方便飼養與容易維持乾淨的屬性，所帶來的樂趣、享受和成就感之價值感受。另外，針對兩種飼主所進行生活型態之集群分析結果發現，在不同生活型態的家貓飼主對於屬性重視程度無顯著差異，而不同生活型態之家犬飼主對於屬性重視程度則有顯著差異性。本研究所揭露飼主的內心價值與重視寵物之屬性，可提供業者在開發出迎合消費者需求之寵物週邊產品與訂定行銷策略時的參考。

關鍵字

寵物；飼主；方法目的鏈；生活型態；價值

並列摘要

In this paper, both qualitative and quantative analysis methods are employed to study the consumption values and prime attributes of the cat and dog's owner. First, following the framework of means-end-chain (MEC) theory, the chain between attributes, consequence and value are linked so as to understand and compare the values of keeping cats and dogs. Next, based on the qualitative results, a quantative questionnaire is designed to survey the prime attributes difference between different lifestyle of pet owners. Through the study of MEC, we found that both raising cats and dogs can bring owners the value of "fun and enjoyment" and "achievement", but the source attributes are different. The dog owners emphasis more on the aspects of species and company, while the cat owners think that easy to feed and easy to maintain are the most important attributes. In addition, through the clustering analysis on the lifestyle, the result shows that the difference on prime attributes of dog owners of different lifestyle is significant, but contrary results are found for the cat owners. The results of this study can provide the manager of pet shop a valuable reference to meet consumer demand when developing their marketing strategies or new products.