| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 99 === Nowadays, people pay more time on their leisure, and have improved the quality of life. Diverse kinds of theme restaurants, which provide consumers diversified choices, have been established. On the other hand, the role of animals has changed from products to family members. Pet restaurants meet the consumers’ needs of having meal with their fur kids and have fun there. However, studies of consumers’ shopping behavior in pet restaurants are not sufficient. The study thus aims to understand how does pet restaurant consumers’ emotions and perceived value effect their loyalty, and construct the model of the relationship of consumer perceived value, emotions, and loyalty. Survey instrument for assessing the pet restaurant consumers, including consumers’ emotions, perceived value, and loyalty has been developed. A total of 415 usable questionnaires were collected. The structural equation model was analyzed by LISREL 8.70 for Windows. Empirical results indicated that pet restaurant consumers’ emotions and perceived value significantly impacted loyalty. Recommendations for further study are also given.
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