摘 要
因現代社會少子化、高齡化、單身化，加上網路世代人際疏離，人們為了滿足被愛與陪伴的需求，許多人選擇飼養寵物並將其視為家中一份子，對於寵物的依附程度也變得比以往還高，許多飼主為了使家中毛孩能夠健康快樂都願意選購寵物保健品，這也使得寵物保健品市場發展較以往更甚。據調查，在2020年底時全台毛孩數量已經正式超越15歲以下小孩數量，這種現象不僅僅發生在臺灣，許多已開發國家都呈現此趨勢，且預計毛孩增加數量在未來還會持續穩定成長，因此可預見全球寵物經濟市場規模勢必節節攀升，因此了解飼主消費寵物保健品的意願以及其背後的影響原因，必是提前研究之目標。
本文將利用SPSS中的ANOVA以及迴歸來分析問卷數據，探討在不同參考群體與寵物依附原因對購買意願之影響與其相關性，從分析中可看見犬飼主相較於貓飼主對於陪伴需求以及避風港需求的依附程度更高，以及當飼主為主要飼養者時，其對於寵物所帶來的親密與幸福感的依附程度越高，其他後續深入探討也會在論文中展現。
而在研究分析中也可發現，除了認同型參考群體會影響飼主之購買意願，以及當飼主對於寵物的擁有權及自我延伸程度越高，則飼主對於寵物保健品的購買意願也會隨之提高。這部份研究可以用在未來寵物保健品的行銷上，行銷寵物保健品的方式可以先給消費者相關寵物保健知識，進而讓社群成員認同該產品為寵物必需品而主動推薦產品給他人，吸引其他潛在消費者購買該產品。

Abstract
Due to the declining birth rate, aging, and singleness of modern society, as well as the interpersonal alienation of the Internet generation, in order to meet the needs of being loved and accompanied, many people choose to keep pets and treat them as part of their family, and their degree of pet attachment has also become higher than before. Many owners are willing to buy pet health products to make their fur children healthy and happy. This also makes the pet health products market more developed than before. According to the survey, by the end of 2020, the number of fur children in Taiwan has officially surpassed the number of children under 15 years old. This trend is not only occurring in Taiwan, but also showing in many developed countries, and it’s expected that the number of fur children will continue to grow steadily in the future. Therefore, it is foreseeable that the scale of the global pet economy market will inevitably rise, so it’s important to understand the owner’s willingness to consume pet health products, and the reasons behind it must be the goal of advance research.
This article will use the ANOVA and regression in SPSS to analyze the questionnaire data, and explore the influence of different reference groups and the reasons of pet attachment on purchase intention and its relevance. From the analysis, it can be found that the dog owners have a higher degree of companionship and safe haven requirements than cat owners, and when the owner is the main breeder, the higher degree of intimacy and happiness brought by keeping pets, other follow-up in-depth discussions will also be shown in the paper.
In the research and analysis, it can also be found that in addition to the identification reference group will influence the owner’s purchase intention, and the higher the owner’s possessions and extended self of the pet, the owner’s purchase intention of pet health products will also increase. This part of the research can be used in the marketing of pet health products in the future. The way to market pet health products can first give consumers relevant pet health knowledge, and then allow community members recognize that the products are pet necessities and actively recommend the products to others, so as to attract other potential consumers to buy them.

目錄
論文審定書.................................................................. i
誌謝..................................................................……... ii
中文摘要..................................................................... iii
英文摘要..................................................................... iv
第壹章 緒論................................................................ 1
第一節 研究背景與動機............................................ 1
第二節 研究目的和問題............................................ 3
第三節 研究範圍........................................................ 4
第四節 研究流程........................................................ 5
第貳章 文獻探討........................................................ 6
第一節 臺灣人口背景之相關研究............................ 6
第二節 寵物市場研究與趨勢.................................... 13
第三節 寵物依附理論與研究…................................ 22
第四節 飼主購買寵物保健品之購買意願................ 32
第參章 研究架構與研究方法.................................... 36
第一節 觀念性架構.................................................... 36
第二節 研究假說推導…............................................ 37
第三節 研究問卷設計與變數操作性定義............... 41
第四節 研究資料收集............................................... 46
第五節 研究分析工具............................................... 48
第肆章 研究結果與分析........................................... 50
第一節 基本統計分析............................................... 50
第二節 個人特性與寵物依附關係........................... 51
第三節 參考群體與購買意願關係........................... 57
第四節 寵物依附與購買意願關係........................... 58
第五節 參考群體與寵物依附對購買意願關係....... 59
第六節 假設驗證結果............................................... 63
第伍章 結論與建議................................................... 65
第一節 研究討論與結論........................................... 65
第二節 研究貢獻與建議........................................... 67
第三節 研究限制與未來研究方向........................... 69
參考文獻................................................................... 71
正式問卷................................................................... 82

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取自：https://kknews.cc/zh-hk/pet/mbyygn9.html

17. 黃維德。經濟學人(2020/02/19)。Which country spends the most on its pets?
取自：https://www.cw.com.tw/article/5099042

18. 蔡明淳。(2017/03/13)。國外的犬貓領養新撇步，不再淪為口號式的宣導
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19. 勞動部( 107 /6/ 5/)。近年我國女性勞動參與狀況
取自：https://www.mol.gov.tw/media/5760640/%E8%BF%91%E5%B9%B4%E6%
88%91%E5%9C%8B%E5%A5%B3%E6%80%A7%E5%8B%9E%E5%8B%95%E5%8F%83%E8%88%87%E7%8B%80%E6%B3%81.pdf

20. 行政院農委會 。102/1 (第247期)。近年來臺灣寵物產業發展情形及相關管理措施。
取自：https://www.coa.gov.tw/ws.php?id=2446815
21. 李盼，余祁暐，林美峰。(2019)。我國伴侶動物保健產業發展現況與趨勢 - 生物科技產業研究中心
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22. 【新興領域：7 月焦點 8】。(2019/7/15)。寵物經濟知多少？寵物食品及保健品發展現況與趨勢
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24. 2021年中國寵物消費趨勢白皮書
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