近年來，寵物市場成為全球經濟中重要的成長領域，眾多品牌投入其中，希望佔有一席之地，然而，隨著市場參與者的增多，競爭也變得日益激烈。各品牌必須思考如何成功吸引消費者的目光，特別是在社群媒體平台上，如何打造有吸引力的內容，成為品牌致勝的關鍵。因此，本研究將探索在寵物社群平台上，如何透過創新的內容行銷吸引寵物飼主，是採用正面敘述還是反面敘述？是強調品牌的專業能力還是喚起飼主的情感共鳴？這些都是本文的研究重點。
本研究採用實驗設計法，探討訊息框架（正面vs.負面）、訊息感知（溫暖vs.能力）對於寵物貼文吸引力的交互作用，並且探討加上寵物擬人化呈現的訊息是否能有更佳的效果，另外也針對寵物產品購買動機的調節作用進行分析，以將寵物產品的內容行銷做具體的分析。
研究結果發現，當寵物產品的購買動機為享樂價值時，以正面框架搭配溫暖感知的貼文會有較高的吸引力，並且加上寵物擬人化的呈現會有更好的效果；而當寵物產品的購買動機為功利價值時，以負面框架搭配能力感知的貼文會有較高的吸引力，並且訊息以非擬人化的呈現方式會有更好的效果。

In recent years, the pet market has emerged as a significant growth sector in the global economy. Numerous brands have entered this market, striving to secure a position amidst increasing competition. As more players join the market, it compels brands to devise strategies to effectively capture consumer attention. Particularly on social media platforms, creating engaging content has become a crucial factor for brand success. Therefore, this study aims to explore how innovative content marketing on social media platforms can attract pet owners. Specifically, it examines whether positive or negative framing is more effective, and whether emphasizing the brand's expertise or evoking emotional resonance with pet owners yields better results.
This study employs an experimental design to investigate the interaction effects of message framing (positive vs. negative) and message perception (warmth vs. competence) on the attractiveness of pet-related posts. Additionally, it examines whether anthropomorphizing pets in the messages enhances their effectiveness, also analyzes the moderating effect of purchase motivation for pet products, providing a detailed examination of content marketing strategies for pet products.
The research findings indicate that when the purchase motivation for pet products is hedonic, posts framed positively with a warmth-oriented perception are more attractive, and the effectiveness is further enhanced by anthropomorphizing the pets. Conversely, when the purchase motivation is utilitarian, posts framed negatively with a competence-oriented perception are more attractive, and non-anthropomorphized messages yield better results.

論文審定書…………………………………………i
致謝………………………………………...……………ii
摘要 ........................................................................................... iii
Abstract ............................................................................................. iv
第一章 緒論 ........................................................................................ 1
第一節 研究背景與研究動機 .................................................. 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 ................................................................................ 6
第二章 文獻回顧 ................................................................................ 7
第一節 社群平台的內容行銷 .......................................................... 7
第二節 訊息框架 ............................................................................ 8
第三節 訊息感知溫暖/能力 ............................................................ 11
第四節 寵物產品購買動機 ............................................................ 12
第五節 寵物市場擬人化趨勢 .................................................... 14
第三章 研究架構與假說推論 .................................................... 15
第一節 研究架構 ........................................................................... 15
第二節 研究假說 ........................................................................ 15
第三節 研究方法 ....................................................................... 24
第四節 前測 ...................................................................................... 25
第五節 正式實驗 ....................................................................... 29
第四章 實驗結果與分析 ...................................................... 31
第一節 敘述性統計 ..................................................................... 31
第二節 信度分析 .............................................................................. 33
第三節 操弄性檢驗 ................................................................... 34
第四節 研究假說驗證 .................................................................. 35
第五節 假說驗證結果總覽 ........................................................... 45
第五章 研究結論與意涵 ........................................................... 46
第一節 研究結論 ........................................................................ 46
第二節 理論意涵 ..................................................................... 48
第三節 實務意涵 ......................................................................... 49
第四節 研究限制 .......................................................................... 51
第五節 未來研究方向與建議 .................................................. 52
參考文獻 ........................................................................ 53
附錄 ................................................................................................ 64

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