寵物保險購買動機與購買意願之研究

A Study on the Purchase Motivation and Purchase Intention for Pet Insurance

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寵物保險的購買意願，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.