以理性行為理論探討寵物保險購買意願之研究

The Study on Purchasing Intention of Pet Insurance Based on the Rational Behavior Theory

少子化的社會，越來越多人以飼養寵物取代生小孩，而寵物保險可補償寵物發生疾病或意外時的損失。本研究以理性行為理論出發結合態度三元論觀點，探討風險認知、態度、主觀規範，對寵物保險保購買意願的影響。
本研究採用問卷分析法蒐集資料，以年齡20歲至65歲可自行投保且有飼養寵物經驗之民眾作為研究對象，有效問卷一共收回356份。
研究結果發現風險認知、態度及主觀規範對購買意願皆有正向影響，態度在風險認知對寵物保險購買意願關係間有完全中介效果，態度在主觀規範對寵物保險購買意願關係間有部分中介效果。

In a society with fewer children, more and more people are replacing having children with pets, and pet insurance can compensate pets for losses in the event of illness or accident. Based on the rational behavior theory and the perspective of attitude ternary theory, this study explores the influence of risk perception, attitude and subjective norms on the purchase intention of pet insurance.
This study used a questionnaire analysis method to collect data, and people aged 20 to 65 who can insure themselves and have experience in keeping pets were used as the research subjects, and a total of 356 valid questionnaires were recovered.
The results of the study show that risk perception, attitude and subjective norms have a positive impact on the purchase intention, and the attitude has a complete intermediary effect between the risk perception and the pet insurance purchase intention relationship, and the attitude has a partial intermediary effect between the subjective norms on the pet insurance purchase intention relationship.