Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23388
標題: 寵物飼養意願研究-消費者社會化、消費者資源與動機之應用
A Study of Pet-Owning Intention-An Application of Consumer Socialization, Consumer Resources, and Motivations.
作者: 李盈瑩
Lee, Ying-Ying
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2007201020003100
消費者社會化
動機
消費者資源
飼養意願
寵物犬
出版社: 行銷學系所
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摘要: 本研究之主要目的為瞭解影響寵物飼養意願之因素,以影響消費者社會化過程之促進者,包含同儕、家庭、媒體,以及寵物飼養動機,分別為功能性需求、情感性需求,並考量消費者資源中的時間、金錢、認知,作為本研究之自變數,探討各自變數對寵物飼養意願的影響。 本研究以台灣地區曾經飼養過、現在正在飼養「寵物犬」的飼主,或是將要飼養「寵物犬」的潛在飼主作為研究對象,問卷透過網路發放,有效問卷為 415 份。此外,本研究運用信效度分析、獨立樣本 t 檢定、單因子變異數分析,以及多元迴歸分析探討人口統計變數與寵物飼養情形對於本研究各變數有無顯著差異,並驗證本研究之假設。 本研究分析結果發現,研究架構中的寵物飼養意願影響因素之情感性需求、時間與家庭對於寵物飼養意願有顯著影響;而功能性需求、金錢、認知、同儕與媒體對於寵物飼養意願則無顯著影響。
The main purpose of this study is to understand the influential factors of pet-owning intention. This study regards the three agents of socializations, including friends, family, mass media, and pet-owning motivations, including functional needs, affective needs, and also consumer resources, which are time, money, cognition as independent variables to understand the influence on pet-owning intention. The sample consists of 415 people collected from Internet, who used to keep, is keeping or will keep “dogs” as pet. In addition, this study used Reliability and Validity analysis, Indepent samples t-test, and One-way ANOVA to investigate whether demographic variables and pet owning cases will cause significant differences on the variables of this study. Finally, this study used Multiple regression analysis to verify the hypotheses. The results found that affective needs, time and family have significant impact on pet-owning intention; on the other hand, functional needs, money, cognition, friends and mass media do not have significant impact on pet-owning intention.
URI: http://hdl.handle.net/11455/23388
其他識別: U0005-2007201020003100
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