近年來，台灣養寵物的飼主逐漸增加，寵物市場也開始朝精緻健康、擬人化，以及高品質的方向發展。本研究是以心理學、經濟學和市場營銷領域的人類寵物陪伴關係為基礎，提出共生關係、健康、社會化、幸福感、擬人化與消費支付意願等六個構面和八個因果相關之假說建立數值分析之理論模式，以26個題項之問卷勾勒各構面之內涵，並以台灣區之寵物飼養社群為對象，驗證本研究架構之合理性。
本研究委託市調公司(104人力銀行)以網路問卷形式進行問卷發放，以曾經飼養過、或現在仍飼養寵物的飼主為主要問卷收集對象,共計回收有效樣本876份。以Amos17.0統計軟體進行信、效度分析，並以結構方程式進行假設檢定。實證結果如下：(一)、寵物與飼主間的共生關係、飼主的健康與飼主的社會化程度會對飼主的幸福感產生顯著的正向影響；(二)、寵物與飼主間的共生關係、飼主的健康與飼主的社會化程度會對飼主的擬人化行為是有顯著的正向影響；(三)、飼主的幸福感與飼主的擬人化行為與飼主的消費支付意願是有顯著的正向影響；(四)、飼主的性別對本研究架構有較佳的干擾效果。此外，本研究亦提出管理與理論意涵，並針對後續研究者提出建議，提供評估寵物產業的行銷方向，進而改善或加強。最後，由於本研究之理論模式結合了人類寵物陪伴關係及社區發展經濟模式，填補了Serpell (2003), Dotson 和 Hyatt (2008)、Miller 和Howell  (2008)、Mosteller (2008) 等研究模式之不足，可提供給學術研究未來較廣泛之應用與參考。

The  increasing population of household cats and dogs in Taiwan has driven the rapid growth of the market of domestic pet-applications, including pet food and toys, and has reinforced the evolution of the pet-related application business toward a refined, healthy, anthropomorphic, high-quality, and prospective industry. Based on previous studies  on human-pet relationships in the fields of psychology, economics, and marketing, we proposed an integrated framework comprising six constructs and eight hypotheses and applied this framework in  empirical and statistical analysis. We identified the relationships between the utilities of maintaining human-pet companionships, namely symbiosis, health, and socialization, and happiness and anthropomorphism, which contribute to the expenditure patterns of domestic pet owners.  The cause-and-effect model correlates the symbiosis, health, and socialization of pet owners with their happiness and anthropomorphic behavior, which subsequently contribute to their willingness to purchase (WTP). 
We chose respondents who own pets or previously owned pets as targets to test the 26-item questionnaire and collected data by using the 104 online survey system. Using valid data on 876 domestic respondents, we performed a confirmatory factor analysis , search engine marketing , and the moderator test by using AMOS17.0 to examine the research hypotheses of the model. The hypotheses are all cause-effect proof , and the results are listed as follows: (a) symbiosis, health,  and socialization exert significant and positive effects on happiness; (b) symbiosis, health, and socialization exert significant and positive effects on anthropomorphism; (c) anthropomorphism and happiness exert significant and positive effects on WTP; and (d) the moderating effects of respondent gender were used as the test variable.  The theoretical model was developed by combining the research results of Serpell (2003), Dotson and Hyatt (2008), Miller and Howell (2008), and Mosteller (2008) to fill the research gap in previous studies. Finally, this study offers several managerial and theoretical implications for pet marketers, and recommendations for further research are provided.

TABLE OF CONTENTS
中文摘要	I
英文摘要	II
TABLE OF CONTENTS	IV
LIST OF TABLES	VI
LIST OF FIGURES	VII
CHAPTER 1 INTRODUCTION	1
1.1 RESEARCH BACKGROUND	1
1.2 OBJECTIVES OF RESEARCH	5
1.3 RESEARCH PROCESS AND THESIS ORGANIZATION	6
CHAPTER 2 LITERATURE REVIEW	8
2.1 SYMBIOSIS	8
2.2 HEALTH	10
2.3 SOCIALIZATION	12
2.4 HAPPINESS	13
2.5 ANTHROPOMORPHISM	15
2.6 WILLINGNESS TO PURCHASE	17
2.7 RELATIONSHIP BETWEEN SYMBIOSIS AND HAPPINESS	19
2.8 RELATIONSHIP BETWEEN HEALTH AND HAPPINESS	21
2.9 RELATIONSHIP BETWEEN SOCIALIZATION AND HAPPINESS	22
2.10 RELATIONSHIP BETWEEN SYMBIOSIS AND ANTHROPOMORPHISM	23
2.11 RELATIONSHIP BETWEEN HEALTH AND ANTHROPOMORPHISM	25
2.12 RELATIONSHIP BETWEEN SOCIALIZATION AND ANTHROPOMORPHISM	27
2.13 RELATIONSHIP BETWEEN HAPPINESS AND WILLINGNESS TO PURCHASE	28
2.14 RELATIONSHIPS BETWEEN ANTHROPOMORPHISM AND WTP	29
2.15 GENDERS AND MODERATING EFFECTS	30
2.16 CHILDREN AND MODERATING EFFECTS	32
CHAPTER 3 RESEARCH MODEL AND METHODOLOGY	34
3.1 RESEARCH SETTING	35
3.2 QUESTIONNAIRE DESIGN, PRE-TESTING	35
3.3 SAMPLE AND DATA COLLECTION	41
3.4 DATA ANALYSIS METHOD	42
3.4.1 Descriptive Statistics Analysis	42
3.4.2 Reliability and Validity Analysis	43
CHAPTER 4 DATA ANALYSIS AND RESULT	44
4.1 SAMPLING AND RESPONDENT PROFILE	44
4.2 T-TESTS ANALYSIS	52
4.2.1 Overall Model Validation	52
4.3 MEASUREMENT MODEL ANALYSIS	55
4.4 RELIABILITY AND VALIDITY	56
4.4.1 Reliability Analysis	57
4.4.2 Convergent Validity	59
4.4.3 Discriminant Validity	59
4.5 STRUCTURAL EQUATION MODEL ANALYSIS	61
4.5.1 Overall Model Validation	61
4.5.2 SEM Evaluation Hypothesis Test	62
4.5.3 The Moderating Role: Respondents’Gender	64
4.5.4 The Moderating Role of the Presence of Children	69
CHAPTER 5 CONCLUSIONS	73
5.1 DISCUSSION	73
5.2 THEORETICAL IMPLICATION	74
5.3 MANAGERIAL IMPLICATION	76
5.4 LIMITATION AND FUTURE RESEARCH	78
REFERENCE	80
APPENDIX	92

LIST OF TABLES
Table 1.1 Current Populations of Dogs and Cats	5
Table 3.1 Items of Symbiotic Pet-Human Companionship and Literature Sources	36
Table 3.2 Items of Health Pet-Human Companionship and Literature Sources	37
Table 3.3 Items of Socialization Pet-Human Companionship and Literature Sources	38
Table 3.4 Items of Happiness Pet-Human Companionship and Literature Sources	39
Table 3.5 Items of Anthropomorphism Pet-Human Companionship and Literature Sources	40
Table 3.6 Items of WTP Pet-Human Companionship and Literature Sources	41
Table 4.1 Demographic Variables of the Participants’ profiles	46
Table 4.2 t-Test Results: Respondents’ Marriage Status	52
Table 4.3 t-Test Results: Species of Respondents’ Pets	54
Table 4.4 Analysis of Measurement Accuracy	56
Table 4.5 Results of Measurement Accuracy Analysis	58
Table 4.6 Analysis of the Difference of Chi-square, AVE and squared correlation	60
Table 4.7 Analysis of Discriminant Validity	61
Table 4.8 Analysis of Goodness-of-fit measures	62
Table 4.9 Hypothesis Test Analysis	63
Table 4.10 Direct, Indirect and Total effects	64
Table 4.11 Invariance Tests across Respondents’ Gender	67
Table 4.12 Invariance Tests of the Presence of Children	71

LIST OF FIGURES
Figure 1.1 Household Cats and Dogs in Taiwan	2
Figure 1.2 Research Process	7
Figure 2.1 Factors influencing subjective happiness. Source: Jackson (2009)	14
Figure 3.1 The Research Conceptual Framework	34
Figure 4.1(a) Respondents' Gender Distribution	47
Figure 4.1(b) Respondents' Age Distribution	47
Figure 4.1(c) Respondents' Marriage Status	48
Figure 4.1(d) Respondents' Species	48
Figure 4.1(e) Respondents' Monthly Income	49
Figure 4.1(f) Respondents' Monthly Expenditure	49
Figure 4.1(g) Expenditure Comparison of Pet-owners’ Gender	50
Figure 4.1(h) Expenditure Comparison of Pet-owners’ Age	50
Figure 4.1(i) Expenditure Comparison of Pet-owners’ Marriage Status	51
Figure 4.1(j) Expenditure Comparison of Pet Species	51
Figure 4.2 Structure Equation Modeling Analyses	63

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