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Abstracts
Taiwan’s pet food industry has been changing along with the social pattern, as well as the products related to pet, which are more detailed, healthier and appeared to its owners. It has developed a new concept of "companion pet" towards to humanlike consumption model. The pet industry includes food and clothing. Housing, transportation, education, funerals, etc., and more and more humanalike products are being developed. Among them, pet food has been required by authority with higher quality and in some cases the requirements are stricter than the food for human consumption. In just a few years time, the number of manufacturers has increased from more than 10 to more than 300, which is continuing to increase. According to Taiwan Pets Industry white paper of 2019 edition, there are 2.51million dogs and cats in Taiwan and the market of is more than 50 billion Taiwan dollars per year and the growing trend is going up year by year.
Pets are companion so the owners can usually spend quite amount on their pets. The owner can’t save the medical care they need if their pets are ill. Alos, they are willing to spend on the nutrition supplement products for their pets’ well being. In order to understand the trend of Taiwanese consumers’ consumption of pet snacks, this research uses the "planned behavior theory" as the basis, adding two dimensions of purchase behavior intention and actual purchase behavior, to establish the framework. The research adopts the questionnaire survey where the pet owners and their family members in Taiwan are the objects of this research. This research mainly distributes the questionnaires in the form of Google questionnaires form, and collects 1799 valid samples which is used to verify and analyse the research models.
The empirical results show that there are significant differences in attitudes, subjective norms, perceptual behavior control, purchase behavior intentions, and actual purchase behaviors versus owner genders. Also, owner ages have played a significant part in in subjective norms and purchase behavior intentions. Further the occupation of the owners is important for subjective norms, perceptual behavior control, purchase behavior intentions, and actual purchase behaviors. The average monthly income is attabuited to differences in subjective norms. The pet raising experience is key to attitudes, purchase behavior intentions, and actual purchase behaviors. The monthly consumption of pet (food) supplies is also contributed to the differences in attitude, behavior control perception, purchase behavior intention, and actual purchase behavior. The breed of pet is also a factor for the differences in attitude, subjective norms, behavior control perception, purchase behavior intention and significant differences in the actual purchase behavior. Different types of pets, cats or dogs, have significant differences in attitudes, subjective norms, perceptions of behavior control, purchase behavior intentions, and actual purchase behaviors. Also, there are significant differences in attitudes by the number of cats raised. In addition, the intention of purchase behavior has a significant positive impact on the consumption trend of pet snacks and dental prosthetics. Among them, attitudes, subjective norms, and perceptual behavior control all have a significant positive impact on the consumption trend of pet snacks and dental prosthetics. The actual purchase behavior has a significant positive impact on pet snacks, among which subjective norms and perceptual behavior control have a significant positive impact on the consumption trend of pet snacks of dental treats. It is hope that the results and study of this research can be used as a reference for for business strategy and can be beneficial for pet supplies industry.
Keyword：Pet Food, Pet Dental Treats, Planned Behaviour Theory, Demographic Variable, Consumption Trend
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