Affect of Dog-Human Companionship to Purchase Criteria of Dog Apparel Across Dog Owner Segments in Taiwan
Hwang, Ja Young
The dog companionship is an integral aspect of life in Taiwan (a Chinese society), with approximately 25% of families having a dog (Wu, 2016). Dogs are seen as human's best friends, and dog owners believe they are not giving but receiving love and companionship from dogs. Past research showed how pet owners shop for their pets relates to the nature of their relationships with their pets (Dotson & Hyatt, 2008). However, the consumption behavior of dog owners was commonly studied on dog food. No research investigated the relationship between dog-human companionship and purchase criteria of dog apparel in any countries. According to the EKB model (Engel, Blackwell, & Miniard, 1995) of consumer decision-making behavior, individual factors contribute to consumers' decision-making. Based on the EKB model, the purpose of the study was to understand how dog-human companionship affects dog apparel purchase criteria and behavior. The present study investigated 1) dog apparel preferences, 2) effects of demographics (sex, age, and disposable income) on different segments of dog owners based on the dog-owner companionships, and 3) dog apparel purchasing criteria across different segments of dog owners based on dog-owner companionship.