The Affects of Pet Dog’s Identification and Personality Consistency on Attachment Level and Purchase Intention of the Owner

• Main Authors: SHI,MIAO-XUAN, 施妙宣
• Other Authors: LIN, YU-HSUN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/26413739399835228871

碩士 === 明志科技大學 === 經營管理系碩士班 === 105 === Dogs are the most popular pets because many people love their loyalty and considerate traits. In recent years, people have paid more and more attention to their relationship with pet dogs that are willing to spend more money in taking care of their own pets and many pet owners consider their pet dogs as their children, brothers, sisters or even and friends. But like human beings, every pet dog has different personal traits. Some of owners even take care of their pet dogs in a way as if they do for people in which they have gradually established an attached relationship with pet dogs that are regarded as their close avatar. People are willing to spend on pet dogs and buy goods and services needed in taking caring of pet dogs. So it is worthy of further deep exploration into the correlation between owners’ attachment on pets and their purchase intention. Given the fact that the relationship between most of owners and their pet dogs have been beyond simple relationship of raising and being raised, there is different relationship of roles between them. From this perspective, this study tried to explore the attachment level of identification and personality consistency on affection to pet dogs, time and money spending and social activities, as well as their impacts on necessary and non-necessary consumption. Through questionnaire survey method, following analytic results were obtained: the owners who considered pet dogs as their children had higher attachment levels of affection, time and money spending and social activities and stronger intention for necessary and non-necessary purchases; those who identified their pets as brothers and sisters had higher attachment levels and purchase intention than those who considered pets as friends. The study also found that the higher degree of consistency of personal traits between the owners and their pet dogs had significant and positive correlation with the owners’ attachment levels of their affection, time and money spending and social activities and necessary and non-necessary purchase intention. In addition, the study found that under different consistency of personal traits, there was no significant influence of role relationship differences on attachment levels of affection, time and money spending and social activities as well as necessary and non-necessary purchase intention. Based on above-mentioned results, the study recommends that pets operators, shelters and governments should reduce promotion cost and enhance marketing benefits.