消費者對觀賞魚的知覺價值研究：新奇性追求動機觀點

The study of perceived value of aquarium fish: A novelty-seeking motivation approach

陳怡穆(Yi-Mu Chen) ； 巫建勳(Chien-Hsun Wu)

《運動與遊憩研究》 15卷3期 (2021/03) Pp. 103-116

https://doi.org/10.29423/JSRR.202103_15(3).08

摘要

觀賞水族產業已由休閒產業轉變為兼具生態教育與寵物飼養的產業，消費人口僅次於犬貓的第三大寵物市場。本研究旨在探討消費者對於觀賞魚的新奇性追求動機、涉入程度與知覺風險對知覺價值的影響。本研究針對高雄地區某家販售觀賞魚的水族店家之消費者進行問卷調查，共收回199份有效問卷。受測者的基本資料，男性占62.81％；20歲以下占41.21％；每月收入20,000元以下占63.32％；學生占55.28％；平均消費金額以200元以下占了50％。採用偏最小平方法進行測量模型與結構模型之檢測。研究結果發現，消費者的新奇性追求動機、涉入程度對知覺價值有顯著相關；而新奇性追求動機與知覺功能風險有顯著正向相關，但是新奇性追求動機對知覺財務風險與知覺時間風險卻未能支持本研究推論。本研究依據分析結果，針對販賣觀賞魚的水族賣場提供相關的經營建議：包括一、針對不同類型的消費者進行市場區隔，並據此擬定不同的行銷策略。二、藉由教育消費者以提高消費者對觀賞魚的涉入程度，並提高飼養與觀賞興趣。三、降低購買觀賞魚的知覺風險，以提升消費者的購買意願。最後，也可藉由飼養觀賞魚培養年輕學子的美感，兼具休閒與教育之意涵。

關鍵字

新奇性追求動機 ； 知覺風險 ； 知覺價值 ； 涉入程度 ； 觀賞魚

並列摘要

The ornamental aquarium industry has been transformed from a leisure industry to an industry that combines ecological education and pet breeding. Aquarium fish are the third most popular pet to keep, after dogs and cats. The study explores the antecedents, novelty-seeking motivation, perceived risk, and involvement, of consumers' perceived value of aquarium fish. A total of 199 valid questionnaires were collected from those consumers who have ever purchased aquarium fish in an aquarium pet shop in Kaohsiung. The demographic data of the respondents, male accounted for 62.81%, while 41.21% of respondents are 20 years old and younger. 55.28% of respondents are students. 63.32% of respondents average monthly income less than NT$20,000; while more than 50% of them spent less than NT$200 for aquarium fish. Partial least squares (PLS) was adopted to test measurement model and structural model. The results show the positive significant relations between novelty-seeking motivation and perceived value, and between novelty-seeking motivation and involvement. Moreover, novelty-seeking motivation has positive significant relation with perceived performance risk, but not with perceived financial and time risk. Practical implication and suggestion to aquarium fish business are provided. First, dividing several market segmentations and developing different marketing strategies accordingly. Secondly, to increase consumers' aquarium fish involvement by education, and to arouse their breeding and appreciation interests. Moreover, business should reduce perceived risk of breeding aquarium fish to increase consumers purchase intentions. Breeding aquarium fish can help young consumers to cultivate aesthetic competence and to develop both leisure and education connotations.

並列關鍵字

novelty-seeking motivation ； perceived risk ； perceived value ； involvement ； aquarium fish

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