寵物飼主之家庭結構、家庭度假動機與攜帶寵物同行決策之關係

外文標題: 
The Relationship Between Family Structure, The Motivation of Family Vacation and Pet Travel Decision
校院系所: 
大葉大學管理研究所博士班
指導教授: 
謝安田
出版年份: 
2010年
主題類別: 
摘要: 

本研究的第一個目的在檢視寵物飼主在進行家庭度假時,其寵物依附程度與攜帶寵物同行決策之關係。過去有關寵物消費行為影響因素的研究,大多認為寵物依附程度具有重要的影響力。然而,家庭度假與一般的消費行為並不相同,因此,本研究的第二個目的即在於發掘家庭度假動機的三個次構面,家人同聚、社交聯誼以及個人導向等動機,在寵物依附程度以及攜帶寵物同行決策間所扮演的中介效果。最後並探討家庭結構在寵物依附程度與攜帶寵物同行決策間可能具有之干擾作用。
本研究採用階層邏輯迴歸進行分析,採問卷調查法,以至寵物用品店、寵物醫院與公園之飼主為問卷調查對象,共回收367份問卷。研究發現,寵物依附程度對攜帶寵物同行決策有顯著正向的影響。而家人同聚的動機在寵物依附程度與攜帶寵物同行決策間具有正向的中介效果。家庭結構之差異對寵物依附程度與攜帶寵物同行決策關係造成干擾效果。最後,針對管理實務與後續研究提出建議。

外文摘要: 

This study centres around the way which pet owner can make pet travel decision through antecedent of pet attachment. Whereas most prior research has focused on antecedents of pet travel decision, research on mediators pointing to the motivation of family vacation to mediate the relationships has only recently emerged. The motivation of family vacation can be divided into family gathering, society, and individual-oriented motivation. As little is known about how pet owner’s family, societal activities, and individual-oriented, this study aims to uncover how differences in sources of mediators explain decision heterogeneity. Furthermore, this study outlines a model of how the influence of pet attachment on pet travel decision is likely to be moderated by the family structure.
The model is tested by hierarchical logistic regression. The data are derived from a detailed survey using 367 samples from pet shop, veterinary hospital, and park. This study not only finds that pet attachment is significant positive impact on pet travel decision, but also yields novel insights into family gathering is positively mediate between pet attachment and pet travel decision. Moreover, family structure has a significant positive moderating effect on the relationship between pet attachment and pet travel decision. Implications for theory and practice are discussed.