真愛無價？台灣寵物險之消費者行為研究

Is True Love Priceless? A Study on Consumer Behavior of Taiwan Pet Insurance

寵物在台灣社會有如家庭成員，然其生老病死卻對飼主造成負擔，寵物險應運而生。保險業已針對居高不下之理賠率著手修正產品，但更嚴重之問題在對消費者的不了解。本研究發現多數受測者沒聽過寵物險，即已歷經20年之寵物險仍停滯在導入期，相關研究不足且多探討一般消費模型，調查如學習、態度、購買意圖/行為等模型末端變數。實則該市場處於動機觸發階段，據此，本研究參考相關議題之行銷實證研究，發展消費者的動機量表與決策模型（含動機、知覺價值、涉入程度、口碑），並進行統計驗證。最後，綜合分析結果，提出實務與學術貢獻、研究限制與建議。

Pets have become like family members in Taiwanese society, and they have established long-term and intimate relationships with their owners. However, the life, old age, illness and death of pets place a great burden on owners, and pet insurance was born under this background. However, the high claim settlement rate has deterred insurance companies. In 2024, the insurance industry has begun to revise its products. At the same time, another major problem lies in the lack of understanding of consumers. This study found that most of the respondents had never heard of pet insurance, which means that although pet insurance has been in Taiwan for 20 years, it has finally stagnated at the beginning of the introduction period. Relevant research is insufficient and mostly explores general consumption models, investigating variables at the end of the model such as learning, attitude, purchase intention/behavior, etc. In fact, the market is still in the motivation triggering stage. Accordingly, this study refers to marketing empirical research on related topics to develop a pet insurance consumer motivation measurement scale and consumer decision-making model (including motivation, perceived value, involvement, and word-of-mouth) and conduct hypothesis testing. Finally, the results of the comprehensive analysis are summarized, and practical contributions, academic contributions, research limitations and suggestions are put forward to provide reference for industry and academia.