寵物陪伴你的休閒時光？探討寵物保健食品之再購意圖

Companionship of Pets in Your Leisure Time? Exploring Repurchase Intentions of Pet Health Foods

This research project employs product perceived risk, attachment theory, and word-of-mouth communication as the primary framework variables to investigate whether consumers' repurchase intentions for pet healthcare products are influenced by these factors, in addition to the regulatory focus of pet owners themselves. However, the main motivation for this study stems from the varying perceptions of pet owners towards different types of pet healthcare products, leading to divergent repurchase intentions. The reasons for such differences may be attributed to the perceived level of product risk concerning the health of the pets, the dependence between owners and their pets, expert endorsements, or individual characteristics of the owners, all of which may impact repurchase intentions for pet healthcare products. Therefore, this study constructs a conceptual framework based on existing literature, formulates research hypotheses, and conducts empirical research to investigate consumers' purchases of pet healthcare products. The research findings indicate that: (1) product perceived risk had a negative impact on repurchase intentions; (2) pet attachment positively influences repurchase intentions; (3) word-of-mouth communication positively influences repurchase intentions; (4) preventive regulatory focus had a positive moderating effect on the relationship between pet attachment and repurchase intentions; (5) the different characteristics of pet owners have varying degrees of influence on repurchase intentions. In conclusion, this study suggests recommendations for pet healthcare product manufacturers and marketers to consider addressing and solving the ways in which owners choose to purchase healthcare products, ultimately formulating marketing and promotional strategies for the products from the perspective of pet owners.