寵物陪伴你的休閒時光？探討寵物保健食品之再購意圖

Companionship of Pets in Your Leisure Time? Exploring Repurchase Intentions of Pet Health Foods

10.6510/JTLM.202408/SP_12.0002

謝佳宏(Chia-Hung Hsieh)；林宜靜(Yi-Ching Lin)；陳姿穎(Tzu-Ying Chen)；方雅榆(Ya-Yu Fang)；李宇茹(Yu-Ru Lee)

寵物保健食品 ； 知覺風險 ； 預防型調節焦點 ； 寵物依附性 ； 口碑傳播 ； Pet Health Supplements ； Perceived Risk ； Preventive Regulatory Focus ； Pet Attachment ； Word-of-Mouth Communication

觀光與休閒管理期刊

12卷特刊（2024 / 08 / 01）

9 - 22

繁體中文;英文

本研究計畫透過產品知覺風險、依附理論及口碑傳播觀點為主要架構變數，以瞭解消費者是否會因為這些因素，加上寵物飼主本身的調節焦點而對寵物保健食品再購買意圖有所影響。然而，本研究最主要動機為同樣是寵物飼主但對於各類寵物保健食品的認知上卻不盡相同，在再購買意圖表現上更是南轅北轍，其中的原因可能為飼主認知寵物本身健康的產品知覺風險程度、與寵物間依賴性、專家的口碑推薦、亦或飼主本身特性差異性等，進而影響寵物保健食品的再購買意圖。因此，本研究從文獻中建構出觀念性架構，並推論研究假說，以消費者購買寵物保健食品來進行實證研究調查，研究結果顯示：（1）產品知覺風險對再購買意圖具有負向影響；（2）寵物依附性對再購買意圖具有正向影響；（3）口碑傳播對再購買意圖具有正向影響；（4）預防型調節焦點，在寵物依附性對於再購買意圖具有正向的干擾效果；（5）飼主特性的不同對再購買意圖具有不同差異程度影響。最後，本研究建議提供給寵物保健食品業者及行銷人員，在未來思考可以從飼主角度去處理與解決選擇購買保健食品方式，進而擬定有關產品之行銷推廣策略。

This research project employs product perceived risk, attachment theory, and word-of-mouth communication as the primary framework variables to investigate whether consumers' repurchase intentions for pet healthcare products are influenced by these factors, in addition to the regulatory focus of pet owners themselves. However, the main motivation for this study stems from the varying perceptions of pet owners towards different types of pet healthcare products, leading to divergent repurchase intentions. The reasons for such differences may be attributed to the perceived level of product risk concerning the health of the pets, the dependence between owners and their pets, expert endorsements, or individual characteristics of the owners, all of which may impact repurchase intentions for pet healthcare products. Therefore, this study constructs a conceptual framework based on existing literature, formulates research hypotheses, and conducts empirical research to investigate consumers' purchases of pet healthcare products. The research findings indicate that: (1) product perceived risk had a negative impact on repurchase intentions; (2) pet attachment positively influences repurchase intentions; (3) word-of-mouth communication positively influences repurchase intentions; (4) preventive regulatory focus had a positive moderating effect on the relationship between pet attachment and repurchase intentions; (5) the different characteristics of pet owners have varying degrees of influence on repurchase intentions. In conclusion, this study suggests recommendations for pet healthcare product manufacturers and marketers to consider addressing and solving the ways in which owners choose to purchase healthcare products, ultimately formulating marketing and promotional strategies for the products from the perspective of pet owners.