| 摘要: | 在現代社會，許多人擁有寵物犬並深深依附於寵物，因此，在計劃出遊時會考慮帶寵物犬一起旅遊。於這種背景下，探討哪些因素影響寵物主人帶寵物犬旅遊的意願成為重要研究議題。本研究探討寵物犬主人在旅遊決策時，寵物依附、知覺風險、新奇追求與帶寵物犬旅遊意願之關係。
本研究以台灣的寵物犬主人為研究對象，從寵物依附出發，結合知覺風險與新奇追求理論，確認旅遊意願，構建完整的旅遊意願理論模式。透過網路問卷調查蒐集513份有效問卷，並以描述性統計分析、相關分析、信度分析與層級迴歸分析檢驗研究的信效度及研究假設，進一步探討負向與正向調節效果，瞭解理論內涵。
研究發現，寵物依附、知覺風險、新奇追求與旅遊意願皆有中等以上程度。知覺風險對寵物依附與旅遊意願有負向調節效果，而新奇追求對寵物依附與旅遊意願則有正向調節作用。結果建構更全面、深刻的調節理論框架之學術貢獻。亦對旅遊及觀光業者提供實際的營運建議，促進寵物旅遊市場的發展。最後，推動社會對於寵物旅遊政策的制定和認知的提升有一定的意義。
In modern society, many people are deeply attached to their dogs and often consider bringing them on trips. This study examines the factors influencing dog owners' willingness to travel with their pets, focusing on pet attachment, perceived risk, and novelty-seeking.
Using a sample of dog owners in Taiwan, the research integrates these factors into a comprehensive model of travel intentions. A survey of 513 valid responses was analyzed through descriptive statistics, correlation analysis, reliability analysis, and hierarchical regression to test the hypotheses and understand moderating effects.
Findings show moderate to high levels of pet attachment, perceived risk, novelty-seeking, and travel willingness. Perceived risk negatively moderates the relationship between pet attachment and travel willingness, while novelty-seeking positively moderates it. These insights contribute to a deeper theoretical framework and offer practical recommendations for the tourism industry to promote pet travel. The study also highlights the importance of policy-making and societal awareness regarding pet travel. |
