寵物飼主之人格特質與生活型態對度假旅館需求之影響—以寵物依附為中介變項

Abstract

本研究擬透過市場區隔之人格特質與生活型態等心理變數，並以寵物依附為中介變項，探討不同特性之寵物飼主對於攜帶寵物出遊入住度假旅館之需求，進而提供度假旅館業者作為未來市場規劃之參考。本研究採用網路問卷調查，研究對象為家中目前飼養寵物犬之成年（18歲以上）飼主，共回收問卷535份，有效問卷數為431份。本研究利用SPSS 20.0作為資料分析工具，資料分析方法包括：敘述性統計、皮爾森積差相關分析、多變量變異數分析及階層迴歸分析。重要研究結果為：(1) 不同「性別」、「年齡」、「教育程度」、「寵物每月平均花費」之寵物飼主，在寵物依附及度假旅館需求方面均有顯著差異；(2) 寵物飼主之人格特質（外向性、親和性、嚴謹自律性、神經質）與生活型態（喜愛實作）對其寵物依附均有顯著正向影響；(3) 寵物飼主之人格特質（神經質、外向性）與生活型態（追求流行、喜愛實作、愛好冒險）對其度假旅館需求有顯著正向影響；(4) 寵物飼主之寵物依附對其度假旅館需求有顯著正向影響；(5) 寵物依附對寵物飼主之人格特質、生活型態與度假旅館需求具中介效果。The purpose of this study was to examine pet owner’s characteristics and demands for resort hotels when they travel with their pets. This study applied psychographics variables, including personality traits and lifestyles, for market segmentation. In addition, pet attachment was operationalized as a mediator variable between psychographics variables and needs for resort hotels. The results of current study provide managerial implications for resort hotel managers with a better insight into the actual needs of consumers’ traveling with pets. Internet survey was conducted to collect data. The population of current study was adult pet-dog owners (18 years of age and older), 535 quesionanires were returned, yielding a valid sampe size of 431. SPSS 20.0 was used to analyze the data. Descriptive statistics, Pearson's correlation analysis, multivariate analysis of variance (MANOVA), hierarchical multiple regression were employed to analyze the data. The primary results include: (1) there are significant differences between dog owner’s gender, age, education level, and average monthly pet expenses on pet attachment and needs for resort hotels, (2) different personality traits (extroversion, agreeableness, conscientiousness, neuroticism) and lifestyles (DIY lovers) have significant positive influences on pet owner’s pet attachment, (3) different personality traits (neuroticism, extroversion) and lifestyles (fashion chasers, DIY lovers, adventurers) have significant positive influences on pet owner’s needs for resort hotels, (4) pet owner’s pet attachment has significant positive influence on pet owner’s needs for resort hotels, and (5) pet attachment has mediating effects between all the independent variables and needs for resort hotels. Managerial and theoretical implications were discussed in the main manuscript.