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作为驯化动物,宠物日益成为现代家庭的重要组成部分,相关消费逐年攀升。然而,关于宠物消费和与之相关的消费行为的研究却相当匮乏。宠物消费折射人们如何看待动物、自我和他人,既涉及人与动物的关系,也涉及人与人之间的关系,它提供了一个揭示家庭消费行为的独特视角。本研究首先对宠物和动物伴侣概念做了辨析,接着探讨了宠物获取的动机、决策过程和影响因素;然后对宠物消费中的资源配置、购买过程、自我建构和挤出效应等做了梳理,对宠物拥有关系断裂后的消费者反应和行为研究做了评述。随后,我们还对宠物在市场营销中的运用、对宠物饲养与消费者福利的关系,以及宠物饲养规制等做了介绍。最后,对宠物消费研究潜在的研究领域与方向,尤其是涉及家庭购买行为方面的主题做了讨论。总体而言,本研究对宠物消费的相关研究做了较系统的梳理,呈现了宠物消费研究的大致脉络,提出了未来在理论和实践层面可能有所贡献的若干研究领域与方向。
As domesticated animals, pets are increasingly becoming an important part of the modern family, with associated consumption rising year by year. However, there is a paucity of research on pet consumption and related consumer behavior. Pet consumption reflects how people view animals, themselves, and others, both in terms of human-animal relationships and people-to-people relationships, providing a unique perspective on family consumption behavior. In this study, the concept of pet and animal companion was first analyzed, and then the motivation, decision-making process and influencing factors of pet acquisition were discussed. Then the resource allocation, purchase process, self-construction and crowding-out effect were consummated in pet consumption, Comment on the consumer response and behavioral research after the relationship between pet ownership and fracture. Subsequently, we also introduced the use of pets in marketing, the relationship between pet raising and consumer welfare, and the regulation of pet raising. Finally, the potential research areas and directions of pet consumption research are discussed, especially the topics related to household purchasing behavior. Overall, this study systematically reviews the related research on pet consumption, presents the general context of pet consumption research, and proposes several research fields and directions that may contribute to the future in theory and practice.