| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 105 === Nowadays Taiwan is facing the environment of technology progress and economy growth. Coupling with the rapid development of social and demographic structure, it results in less interpersonal alienation, aging, children decreasing and other phenomena, whereas people may feel the pressure and loneliness, and pets are the targets of affective attachment and spiritual dependence, this leads to the behaviors of raising pets being quite common. The study selects the objects who have raised pets in the past, or right now and in the future as samples to conduct a survey by using purposive sampling method, where a total of 561 valid questionnaires are collected. Subsequently, an empirical analysis is performed by using regression analysis approach to test the hypotheses. The interrelated relationships among life pressure, loneliness, affection attachment and raising willingness are explored.
The results indicate that for pet owners, their life stress, loneliness, and affection attachment have significant positive impacts on their raising willingness. Besides, pet owners’ life stress and loneliness also have significant positive impacts on affection attachment. Moreover, pet owners’ affection attachment can partially intermediate the relationships between life pressure with loneliness and raising willingness. That is, when people feel stress and loneliness of life, they can indirectly through arising affection attachment to increasing pet’s raising intentions. These results can help us understand pet owners’ raising motivations and behaviors, and can be applied to planning marketing strategies and designing pet-related products for practitioners.
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