隨著臺灣少子化與高齡化趨勢的持續攀升，單身人口與不婚不生主義者的比例逐漸增加，家庭結構也隨之轉變。近年臺灣的出生率已低於寵物登記數，顯示寵物正逐漸成為人們的重要陪伴對象。特別在 COVID-19 疫情後，人們對寵物的情感依附更加顯著，並願意投入更多關愛與資源，進一步推動了寵物經濟市場的發展。寵物友善餐廳作為寵物經濟的重要組成部分，成為一種新興的商業模式，吸引消費者關注。本研究採用問卷調查法，探討服務品質、產品多樣性、環境知覺及科技應用四大變項對消費者進入寵物餐廳行為意圖的影響，並進一步分析影響消費者選擇寵物餐廳的關鍵因素。
    本研究透過相關文獻探討，將有效問卷進行研究數據分析，研究結果顯示寵物餐廳之產品多樣性、環境知覺和科技應用，皆對消費者進入寵物餐廳消費行為意圖具有正向且顯著的影響，其中又以科技應用的影響最為顯著；相較之下，雖然寵物餐廳之服務品質對行為意圖具正向影響，但其影響並不顯著，換句話說消費者更重視寵物餐廳的多樣化餐點選擇、舒適環境以及科技應用帶來的便利性。本研究期望藉由研究發現與建議讓寵物餐廳業者做為參考，針對關鍵因素制定更有效的經營策略，以提升消費者滿意度，進而取得寵物餐廳市場的競爭力。

    As the trends of declining birth rates and an aging population continue to rise in Taiwan, the proportion of single individuals and those who adhere to the philosophy of not marrying or having children is gradually increasing, leading to changes in family structure. In recent years, Taiwan's birth rate has fallen below the number of registered pets, indicating that pets are becoming increasingly important companions for people. Especially after COVID-19, people's emotional attachment to pets has become more pronounced, and they are willing to invest more care and resources, further driving the development of the pet economy market. Pet-friendly restaurants, as an important component of the pet economy, have emerged as a new business model that attracts consumer attention. This study employs a questionnaire survey method to explore the impact of four key variables—service quality, product diversity, environmental perception, and technology application—on consumers' behavioral intentions to enter pet restaurants, and further analyzes the key factors influencing consumers' choices of pet restaurants.
    This study reviews relevant literature and analyzes data collected through an effective questionnaire. The results indicate that the product diversity, environmental perception, and technology application of pet restaurants all have a positive and significant impact on consumers' intention to engage in spending behavior at pet restaurants, with technology application having the most significant effect. In contrast, while the service quality of pet restaurants positively influences behavioral intention, its impact is not significant. In other words, consumers place greater importance on the variety of menu options, comfortable environment, and the convenience brought by technology application in pet restaurants. This study aims to provide findings and recommendations for pet restaurant operators to develop more effective strategies based on key factors, to enhance consumer satisfaction and ultimately gain competitiveness in the pet restaurant market.

目錄
目錄	V
表目錄	VII
圖目錄	IX
第壹章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	2
第三節 研究流程	3
第貳章 文獻探討	5
第一節 臺灣少子化現況分析	5
第二節 寵物經濟	9
第三節 寵物餐廳	11
第四節 服務品質	14
第五節 產品多樣性	21
第六節 環境知覺	22
第七節 科技應用	24
第八節 行為意圖	26
第參章 研究方法	30
第一節 研究架構	30
第二節 研究假說	30
第三節 研究變數及操作型定義	31
第四節 研究設計	35
第五節 資料分析方法	36
第肆章 資料分析與結果	40
第一節 有效樣本之結構分布	40
第二節 探索性因素分析	44
第三節 信度分析	50
第四節 敘述性統計分析	51
第五節 相關性分析	57
第六節 線性迴歸分析	58
第伍章 研究結果與建議	61
第一節 研究發現與結論	61
第二節 研究限制與建議	65
參考文獻	67
附錄 研究問卷	74


表目錄
表2-1世界各國2024年統計粗出生率與總生育率排名	7
表2-2  SERVQUAL量表的五項構面與定義	18
表2-3 DINESERV與SERVQUAL 二量表對於服務品質的衡量項目之比較	19
表2-4  科技準備度指標構面敘述	25
表3-1 服務品質因素衡量問項	32
表3-2 產品多樣性衡量問項	33
表3-3 環境知覺衡量問項	33
表3-4 科技應用衡量問項	34
表3-5 行為意圖衡量問項	35
表3-6 問卷發放份數與回收狀況	36
表3-7 KMO值衡量標準表	37
表3-8 CRONBACH'S Α值衡量標準表	38
表3-9 積差相關係數Ｒ值衡量標準表	39
表4-1 有效樣本之生理性別分布表	41
表4-2 有效樣本之年齡分布表	42
表4-3 有效樣本之職業分布表	43
表4-4 有效樣本之每月平均收入分布表	44
表4-5 KMO 值與BARTLETT’S球形檢定表	45
表4-6 說明變異數統計表	45
表4-7 服務品質因素分析表	46
表4-8 產品多樣性分析表	48
表4-9 環境知覺分析表	48
表4-10 科技應用因素分析表	49
表4-11 行為意圖因素分析表	50
表4-12 研究構面之信度檢測結果	51
表4-13服務品質之敘述性統計分布表	52
表4-14 產品多樣性之敘述性統計分布表	54
表4-15 環境知覺之敘述性統計分布表	55
表4-16 科技應用之敘述性統計分布表	56
表4-17 行為意圖之敘述性統計分布表	57
表4-18 相關分析之結果表	58
表4-19 迴歸分析之模型摘要表	58
表4-20 迴歸分析之變異數分析表	59
表4-21 多元迴歸分析表	59
表4-22 本研究各假設結果驗證統整表	60


圖目錄
圖1- 1 研究流程圖	4
圖2- 1 臺灣105-112年新生兒出生人數	6
圖2- 2 臺灣105-112年新生兒粗出生率	6
圖2-3 住宅價格指數(以2016年為基期)	8
圖2-4 態度理論的三個組成要素	27
圖2-5 計畫行為模型	28
圖3-1研究架構	30

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