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題名：寵物保險購買動機與購買意願之研究
書刊名：觀光與休閒管理期刊
作者：王雅慧／黃盈綺
作者(外文)：Wang, Ya-hui／Huang, Ying-chi
出版日期：2014
卷期：2:特刊
頁次：頁30-43
主題關鍵詞：寵物保險；購買動機；服務品質；購買涉入；購買態度；購買意願；Pet insurance；Purchase motivation；Service quality；Purchase involvement；Purchase attitude；Purchase intention
原始連結：連回原系統網址new window
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由於社會型態及家庭人口結構的轉變，現代人家庭人口數越趨於簡單化，再加上沉重的經濟壓力，越來越多的人選擇不生小孩甚至是不結婚，將精神寄託於飼養寵物，寵物就像是自己的家人，因此，寵物的健康醫療重視程度也漸漸的在提升當中。本文透過問卷分析探討台灣地區的消費者對於寵物保險的購買動機、服務品質、購買涉入、購買態度、與購買意願之間的關係，共取得有效問卷569份，並藉由SPSS及AMOS統計軟體進行資料分析。本文的結構方程模式（SEM）路徑分析結果顯示，購買動機會直接影響服務品質、購買涉入、和購買態度，但服務品質並不會直接影響消費者對竉物保險的購買意願，而購買涉入與購買態度則會再直接影響購買意願，且購買涉入也會透過購買態度來間接影響消費者的購買意願。
The pet insurance is becoming more and more popular for pet owners, because more and more people view pet as one of their family members. This paper investigates the relationships between purchase motivation, service quality, purchase involvement, purchase attitude, and purchase intention for pet insurance through a questionnaire format. Results of this study show that purchase motivation has a significantly positive effect on service quality, purchase involvement, and purchase attitude. Moreover, both purchase involvement and purchase attitude have a significantly positive impact on purchase intention, and purchase involvement also has a significant impact on purchase attitude. However, service quality does not have a significant impact on purchase intention.
期刊論文
1.Szmigin, I. T. D.(1993)。Managing quality in business-to-business services。European Journal of Marketing，27(1)，2-21。  new window
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4.Chen, M. F.(2007)。Consumer Attitudes and Purchase Intentions in Relation to Organic Foods in Taiwan: Moderating Effects of Food-Related Personality Traits。Food Quality and Preference，18(7)，1008-1021。  new window
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6.Hughner, R.、McDonagh, P.、Prothero, A.、Shultz, C. J.、Staton, J.(2007)。Who are Organic Food Consumers? A Compilation and Review of Why People Purchase Organic Food。Journal of Consumer Behavior，6，94-110。  new window
7.Hays, Julie M.、Hill, Arthur V.(2001)。A Preliminary Investigation of the Relationships between Employee Motivation/Vision, Service Learning, and Perceived Service Quality。Journal of Operations Management，19，335-349。  new window
8.Mitchell, Andrew A.(1981)。Dimensions of Advertising Involvement。Advances in Consumer Research，8，25-30。  new window
9.Torjusen, H.、Lieblein, G.、Wandel, M.、Francis, C. A.(2001)。Food System Orientation and Quality Perception among Consumers and Producers of Organic Food in Hedmark Country Norway。Food Quality and Preference，12，207-216。  new window
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11.D'Souza, C.、Taghian, M.、Khosla, R.(2007)。Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention。Journal of Targeting, Measurement and Analysis for Marketing，15(2)，69-78。  new window
12.De Magistris, T.、Gracia, A.(2008)。The decision to buy organic food products in Southern Italy。British Food Journal，110(9)，929-947。  new window
13.Krugman, Herbert E.(1965)。The Impact of Television Advertising: Learning Without Involvement。Public Opinion Quarterly，29(3)，349-356。  new window
14.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
15.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
16.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
17.Slama, M. E.、Tashchian, A.(1985)。Selected socioeconomic and demographic characteristics associated with purchasing involvement。Journal of Marketing，49(1)，72-82。  new window
18.Garvin, David A.(1983)。Quality on the Line。Harvard Business Review，61(5)，64-75。  new window
19.Oliver, Richard L.(1993)。Cognitive, affective, and attribute bases of the satisfaction response。Journal of Consumer Research，20(3)，418-430。  new window
20.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
21.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
22.Tauber, Edward M.(1972)。Why do people shop?。Journal of Marketing，36(4)，46-59。  new window
23.Tarkiainen, Anssi、Sundqvist, Sanna(2005)。Subjective norms, attitudes and intentions of Finnish consumers in buying organic food。British Food Journal，107(11)，808-822。  new window
24.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
25.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
26.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
27.Ajzen, Icek(1991)。The Theory of Planned Behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
28.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
29.Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research，15(2)，210-224。  new window
會議論文
1.Hupfer, Nancy T.、Gardner, David M.(1971)。Differential Involvement With Products and Issues: an Exploratory Study。Association for Consumer Research。262-270。  new window
2.Juran, J. M.(1986)。Universal Approach to Managing for Quality: The Quality Trilogy。The ASQC 40th Annual Quality Congress。Anaheim, California。  new window
學位論文
1.向令平(2004)。個人特徵及購買動機對大陸城市地區幼教商品購買行為傾向之研究(碩士論文)。大葉大學。  延伸查詢new window
2.Mittal, B.(1983)。Understanding the bases and effects of involvement in the consumer choice process(博士論文)。University of Pittsburgh，Pittsburgh, Mass.。  new window
3.蔡坤哲(2005)。國內暢銷書讀者購買決策之實證研究(碩士論文)。南華大學。  延伸查詢new window
4.楊子慧(2008)。網路廣告訴求及涉入程度與消費者購買態度之關係(碩士論文)。中原大學。  延伸查詢new window
5.廖志逢(2004)。銀行保險消費者購買動機、認知、涉入與意願之研究(碩士論文)。朝陽科技大學。  延伸查詢new window
6.貝佩怡(2004)。探討電視購物行為之購買動機(碩士論文)。國立成功大學，臺南。  延伸查詢new window
7.黃東政(2005)。自助旅遊購買動機、購買涉入與購買意願關係之研究--以大陸旅遊為例(碩士論文)。中原大學。  延伸查詢new window
圖書
1.Hawkins, D. I.、Best, R. J.、Coney, K. A.(1986)。Consumer Behavior: Implications for Marketing Strategy。Plano, TX：Business Publications。  new window
2.Burstiner, I.(1991)。Basic retailing。Homewood, Illinois：Irwin。  new window
3.Sasser, W. Earl、Olsen, R. Paul、Wyckoff, D. D.(1978)。Management of Service Operations。Allyn and Bacon。  new window
4.Engel, James F.、Blackwell, Roger D.(1982)。Consumer Behavior。Dryden Press。  new window
5.Hoyer, W. D.、Maclnnis, D. J.(2006)。Consumer behavior。Baker & Taylor Books。  new window
6.Lovelock, C. H.(1994)。Product Plus。New York, NY：McGraw-Hill。  new window
7.Lewis, P.(1991)。The Role of Marketing: Its Fundamental Planning Function Devising a Strategy。London：Museums and Galleries Commission and Routledge。  new window
8.Hahha, N.、Wozniak, R.(2001)。Consumer Behavior。Prentice-Hall, Inc.。  new window
9.Sherif, M.、Cantril, H.(1947)。The psychology of ego-involvements, social attitudes & identifications。N.Y.：Wiley。  new window
10.Assael, Henry(1998)。Consumer Behavior and Marketing Action。Cincinnati, Ohio：South-Western College Publishing。  new window
11.Kotler, Philip(2000)。Marketing Management。Prentice-Hall。  new window
12.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
13.Schiffman, Leon G.、Kanuk, Leslie Lazar(2004)。Consumer Behavior。Prentice-Hall。  new window
14.Assael, Henry L.(1984)。Consumer Behavior and Marketing Action。Boston, MA：Kent。  new window
15.Maslow, Abraham H.(1954)。Motivation and Personality。Harper & Row。  new window
16.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
17.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1993)。Consumer Behavior。Dryden Press。  new window
18.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
其他
1.談國際寵物保險市場：起源瑞典英國最發達，http://insurance.jrj.com.cn/2013/12/26110516398314.shtml。  延伸查詢new window
2.「寵物保險」在台上路，年保費約3千到5千，http://www.ettoday.net/news/20120801/82050.htm。  延伸查詢new window
圖書論文
1.Houston, M. J.、Rothschild, M. L.(1978)。Conceptual and Methodological Perspectives on Involvement。Research Frontiers in Marketing: Dialogues and Directions。Chicago：American Marketing Association。  new window
2.Park, C. W.、Mittal, B.(1985)。A Theory of Involvement in Consumer Behavior: Problems and Issues。Research in Consumer Behavior。  new window
3.Rosenberg, M. J.、Hanland, C. I.(1960)。Cognitive, Affective, and Behavior Components of Attitude。Attitude Organization and Change: An Analysis of Consistency among Attitude Components。New Haven, CT：Yale University Press。  new window
 
 
 
 
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