線上購買寵物用品之關鍵因子初探

The Key Impact Factors of Consumer‘s Online Purchasing for Pet to the Pet Owners

寵物在現代高齡少子化社會中，扮演許多人身心的寄託，加上寵物的地位日漸重要，寵物用品消費市場商機不斷擴大，由於網際網路的發達，讓網路消費成為現代人重要的消費方式，在寵物用品市場中，尚無人探討此部分，本研究欲藉由層級分析法（Analytic Hierarchy Process, AHP）的理論與專家訪談，藉此探討消費者對於線上購買寵物用品所考量的因素，透過服務品質的概念建立層級分析法問卷。研究結果發現，商品訂購相關服務權重最高，其中最重要的為出貨速度，付款方式中最重要為信用卡付款，配送方式為實體門市自取。本研究顯示寵物飼主在線上購物的考量為希望出貨速度越快越好，符合電商的精神，但又希望具有門市自取功能，在未來廠商進行虛實整合時，能將有限資源投入在顧客所注重的功能要素，使廠商能減低成本提高收益。

Due to old age and infertility in the modern, pet play the more important role of family than past history. More and more appliances for pet would expand the demand in the market. In virtue of the developed online purchasing, many people are shopping online. This research aims to analyze the current perception of pet owner toward shopping online, especially in pet consumer goods sector. Furthermore, it also pays attention on service quality affecting online consumer purchase decisions such as online consumer order service, the convenience of the payment and logistics. This study applies expert questionnaires to screen and confirm every evaluation criteria of installing a plant and adopts expert questionnaires of Analytical Hierarchy Process (AHP) to acquire numerical values of each hierarchy’s evaluation criteria, to calculate numerical priorities of each decision alternative, and to find the best alternative. The result shows that online consumer order service is the best solution among the four decision alternatives. Moreover, the speed of the logistic is to identify the most important factor that influences customer purchase decision that online sellers could focus on to attract more customers to visit online channel. the study discovers the key factors in service quality of pet online store, and expects that the analysis results and suggestions will be provided the O2O with better service quality and further business strategy.