雙北地區中途咖啡廳消費者對善因行銷、商店環境與領養意願之研究

Abstract

少子、高齡化及不婚主義使人口結構產生變動，國人飼養貓狗比例增加，但因缺乏結紮觀念及飼主責任，棄養也逐年攀升，造成收容所爆滿。中途咖啡廳是「流浪貓狗中途之家」與「咖啡廳」透過商店整合，不僅增加領養流浪貓狗的管道，更以社會企業立足，販售賺取永續經營利潤。本研究目的旨在探討中途咖啡廳消費者對於善因行銷、商店環境與領養意願之研究，參考國內之相關文獻，編製出「雙北地區中途咖啡廳消費者對善因行銷、商店環境與領養意願之研究」問卷作為研究工具，透過曾經造訪中途咖啡廳之消費者，進行立意抽樣且不記名方式進行問卷調查，於2019年3月1日至4月26日發放問卷，共發放408份正式問卷，剔除無效問卷22份，總樣本數為386份，有效回收率為94.6%。統計方式以描述性統計、獨立樣本t檢定、單因子變異數分析及皮爾森積差相關分析進行資料處理與分析。研究結果如下： 一、消費者人口特性以「女性」為主；年齡「21至30歲」；教育程度「碩士」；職業「學生」；平均收入「20,001元至50,000元」居多；到中途咖啡廳之動機為「親近動物」；店家資料來源以「社群網路」為主要之消費族群。 二、不同「性別」、「年齡」、「職業」、「個人平均月收入」及「店家資料來源」上呈現顯著差異。 三、中途咖啡廳消費者對於「善因行銷」、「商店環境」及「領養意願」間呈現顯著的正相關。 本研究建議未來可針對社群網路分析探討消費者領養經驗，進一步瞭解消費者領養所重視之因素，以提供給相關業者參考，增加消費者領養意願。Lower birth rate, aging, and marriagefree have caused the demographic structure to change. More and more people in Taiwan have adopted cats and dogs, but without better understanding of ligation and responsibility as owners, animal abuse has been increasing, causing animal shelters at full capacity. Animal-Adoption Café is a combination of an animal conservation and a coffee shop. It not only opens a new access to adopting cats and dogs, but also makes it possible to make profits and sustainable development as social enterprises. The present study aims to explore Animal-Adoption Café customers’ perspectives on cause-related marketing, shop environment, and willingness to adopt. Based on some literature reviews, the questionnaire “A Study of Cause-Related Marketing, Shop Environment, and Willingness to Adopt for Customers in Animal-Adoption Café in Taipei and New Taipei City” was designed. By distributing questionnaires to those have visited Animal-Adoption Café, intentional sampling and anonymous questionnaires were employed. From March 1st to April 26th, 2019, 408 questionnaires were distributed. 22 removed invalid samples, 386 valid samples and the response rate was 94.6%. Descriptive statistics, independent t-test, one-way analysis of variance, and Pearson correlation were used. The results showed that: 1.The majority of customers were females, ranging from 21 to 30 years old. They were master students. Their average income was between NT$ 20,001 to NT$ 50,000. Their motivation for visiting Animal-Adoption Café was getting close to animals. The shop sources were primarily searched by means of social network. 2.A significant difference was found in age, occupation, average monthly income, and shop sources. 3.A positive correlation is found between Animal-Adoption Café customers and cause-related marketing, shop environment, and willingness to adopt. This study suggests that in the future researchers explore more customers’ adoption experiences by analyzing on social network. Customers’ considerations about animal adoption also need to be further investigated. The research will be likely to benefit interested people and increase customers’ willingness to adopt.