The Phoebe’s六星級寵物旅館

本研究主要在探討養貓和養狗的飼主，他們對於目前台灣比較熱門的寵物商機的購買意願是否會受到「生活型態」、「認知」、「態度」、「他人影響」和「滿意度」的影響而有所不同。而購買意願又分成了「無使用經驗」者的購買意願和「有使用經驗」者的再購意圖二種。 本研究運用飼主一對一訪談、網路飼主意見調查、網路次級資料蒐集及國內外文獻資料來設計問卷內容，接著運用網路問卷和紙本問卷進行問卷樣本的蒐集，進而運用蒐集而來的樣本進行資料分析而得到研究結果。 本研究結果證實，生活型態和認知會影響飼主對於寵物商品或服務的態度，而態度和他人影響則對於無使用經驗飼主的購買意圖有影響，而態度的影響程度大於他人影響的影響程度；至於有使用經驗飼主的再購意圖則是受到態度、他人影響和滿意度的影響，而滿意度的影響程度最大，再來是態度，最後才是他人影響。在生活型態探討方面，本研究發展出了養貓和養狗飼主四類的生活型態，分別為：集群1-「社交名媛/公子」型、集群2-「心有餘力不足」型、集群3-「寵物兒子」型和集群4-「居家良伴」型四類生活型態集群。而在四群生活型態的飼主中，集群1和集群2對於寵物商機的態度或使用經驗普遍都比集群3和集群4來的好或來的有經驗。在五類寵物商機中，除了寵物安親班之外，知曉的普及率都到90%以上，然而有使用過的比例中，除了保健食品和美容在60%右左，其餘的(寵物旅館、寵物安親班、寵物安樂園)比例都在20%以下。有使用過五類寵物商機的飼主，平均月收入都在三萬元以上。 / The main purpose of this study is to probe into the buying intention of pet-owners of cats and dogs, whether it would be affected by lifestyles, cognition, attitudes, influences of others, and satisfaction. The buying intention of pet-owners is divided into “non-experienced” and “experienced “pet-owners. The content of the questionnaire is based on one-on-one interviews, on-line surveys of pet-owners’ opinions and the second-hand data collection home and abroad. I use on-line and paper questionnaires to collect samples, and then use those samples to conduct data analysis. Research findings indicate the following. Lifestyle and cognition will affect pet-owners’ attitudes toward pet products and services. Attitudes and influences of others will affect non-experienced pet-owners’ buying intention. The influence degree of attitude is greater than that of the influences of others. The buying intention of experienced pet-owners’ are affected by attitudes, the influences of others and satisfaction. The greatest influence degree is from satisfaction, then from attitudes, and the least influence is from the influences of others. This study develops four types of lifestyles of pet-owners. They are “social celebrity” (group 1), “those who have willing spirits but with weak flesh” (group 2), “those who treat their pets as their sons and daughters” (group 3), and “those who treat their pets as home companions” (group 4). The attitudes and using experiences of group 1 and group 2 are better than that of group 3 and group 4. Among the five types of pet products and services, except for the pet daycare service, the familiarization rate of other pet products and services are all above 90%. The using rate of pet health foods and pet grooming are around 60%; the rate of pet boarding, pet daycare and pet funeral service are under 20%. The average monthly salaries of pet-owners who have using experiences of pet products and services are above thirty thousand dollars.

本計劃因應台灣地區大量適婚年齡男女未嫁娶與少子化，所以許多人將寵物視為家庭的一份子，讓台灣寵物市場穩定成長，因此計劃打造一個以寵物為主題的行動平台，本平台將建立一個結合交友、社群與電子商務的綜合產業生態圈。 本計劃規劃的執行方式為藉由App的方式，讓會員免費使用交友與社團服務，建立以寵物為共同興趣的大型社群；再透過大數據與LBS機制（Location-Based Service基於位置的服務）進行寵物用品與食品相關的電子商務與廣告媒合。 本計劃預期效益為三年內產生8千萬元台幣營收與締造會員30萬人；針對個人方面，本計劃為對寵物有興趣的男女進行交友媒合，並為其建立實體與線上的交流社團；針對廠商方面，本計劃為大型寵物食品用品廠商建立行銷廣告通路，為小型寵物食品用品與文創商品廠商建立銷售通路。在商家方面，本計劃為寵物用品店、寵物醫院、寵物旅館、寵物美容院、寵物餐廳等等建立與客戶連絡與溝通管道。