過去在行銷領域，尤其是消費者行為，通常針對消費者本身進行相關消費者決策研究，然而，近年來，寵物市場崛起，飼養寵物，尤其是犬、貓的登記數量甚至超過新生兒數，越來越多年輕世代，選擇飼養寵物成為自己的家人，也因此寵物相關產業的商機也日漸蓬勃，包含食品、用品、旅館……等。除此之外，飼主通常希望寵物能夠陪伴他們久一點，也讓寵物保健、醫療等市場相當穩定的成長，因此本研究希望能夠從行銷的角度切入寵物醫療市場，深入了解此面向的消費者行為。本研究通過消費者決策理論，以消費者內、外部蒐集資訊的來源進行研究探討，內部來源選擇以能夠衡量飼主與寵物關係密切程度的依附關係為依據，外部來源則是透過參考群體來進行探討，基於寵物依附與參考群體如何影響消費者，進而提升消費者的購買意願，以學術的術語說明，本研究以知覺價值作為寵物依附與參考群體影響消費者購買意願的中介變數。在確認研究變數與蒐集資料階段，首先，以質性訪談的方式與飼養犬、貓的飼主進行互動，了解消費者對寵物健康檢查、寵物依附及參考群體的看法，接著根據前述訪談研究結果，擬定變項關係，透過量性研究方法更進一步的分析，以線上與實體發放問卷的形式蒐集樣本資料，總共蒐集了 222 份有效樣本，透過 SPSS 28.0 統計分析軟體進行實證研究。研究結果發現，寵物依附與參考群體皆會正向影響知覺價值；知覺價值會直接正向影響飼主的購買意願；此外，寵物依附與參考群體會經由知覺價值的中介效果正向影響飼主的購買意願，亦即有間接效果。本研究的結果有助於寵物醫院業者擬定寵物保健行銷策略的參考，可以讓業者知道醫療服務品質與經營既有顧客維持口碑的重要性，在理論價值方面，本研究提供寵物依附與參考群體影響消費者的購買意願的解釋機制，此關係的中介變數就是知覺價值。

In the past, especially in the field of marketing and consumer behavior, research often focused on studying consumer decision-making related to consumers themselves. However, in recent years, the pet market has been on the rise. The number of registered pets, particularly dogs and cats, has even surpassed the number of newborns. An increasing number of young generations are choosing to keep pets as part of their families. As a result, opportunities in the pet-related industry, including food, supplies, and accommodations, have been flourishing. In addition, pet owners typically desire longer companionship with their pets, resulting in stable growth in pet health and medical markets. Therefore, this study aims to explore consumer behavior in the pet healthcare market from a marketing perspective. Using consumer decision theory, the study investigates both internal and external sources of information collection. Internal sources are based on the attachment relationship that measures the closeness between pet owners and their pets. External sources are explored through reference groups.Based on how pet attachment and reference groups influence consumers, the study identifies perceived value as the mediating variable affecting consumers’ purchase intentions. During the variable confirmation and data collection stages, qualitative interviews were conducted with dog and cat owners to understand their perspectives on pet health checks, pet attachment, and reference groups. Subsequently, the study formulated variable relationships and further analyzed them using quantitative research methods. A total of 222 valid samples were collected through online and physical questionnaires, and statistical analysis was performed using SPSS 28.0.The research findings indicate that both pet attachment and reference groups positively impact perceived value. Perceived value directly influences owners’ purchase intentions. Additionally, pet attachment and reference groups indirectly influence owners’ purchase intentions through the mediating effect of perceived value.
The results of this study provide valuable insights for pet hospital operators in formulating pet healthcare marketing strategies. It emphasizes the importance of maintaining service quality and reputation among existing customers. From a theoretical perspective, this research contributes to explaining the mechanism by which pet attachment and reference groups influence consumers’ purchase intentions, with perceived value serving as the mediating variable.

論文審定書 i
中文摘要 ii
英文摘要 iii
圖 次 vii
表 次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 研究範圍 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 消費者行為 7
第二節 依附理論與研究 15
第三章 研究方法 20
第一節 研究方法 20
第二節 資料蒐集方法 24
第三節 質性訪談程序 27
第四節 量性研究程序 29
第四章 質性分析與假設推導 30
第一節 初步訪談結果 30
第二節 訪談結果與研究假設推導 33
第三節 研究架構及研究假設 38
第四節 量化研究工具 39
第五章 量化研究結果 43
第一節 樣本結構分析 43
第二節 描述性統計分析 46
第三節 探索性因素分析及信效度分析 49
第四節 假設驗證 56
第六章 結論與建議 59
第一節 研究結論 59
第二節 研究貢獻 61
第三節 研究限制與建議 63
參考文獻 64
附錄一 訪談大綱 68
附錄二 正式問卷 69

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