隨著時代的改變，貓狗已經成為許多家庭中的一份子，與寵物相關的行業日益蓬勃發展，貓咪主題餐廳即是其中之一。在飼主願意為了貓咪而花費更多金錢的心態之下，貓咪主題餐廳業者如何經營餐廳來吸引消費者上門是一個值得我們探討的主題。 本研究旨在探討寵物主題餐廳消費者背景特性，並分析不同消費者在體驗媒介與忠誠意圖的相關情形，透過便利抽樣方式，以曾於寵物主題餐廳消費之顧客為調查對象，回收有效問卷共計有300份，並進行統計分析。研究結果發現：不同背景的消費者在體驗媒介與忠誠意圖上皆有顯著差異；消費者體驗媒介對忠誠意圖有正向影響，當消費者體驗媒介感知程度越高，其忠誠意圖的程度亦隨之提高。 依據本研究之分析結果，希望能提供一些管理實務建議給貓咪主題餐廳業者參考，亦提供後續研究之方向，期待未來有更多相關議題產生。 As the change of the time, cats and dogs have already become one member of families. The business related to pets becomes more prosperous and thriving, and the cat theme restaurant is one of the examples. For the sake of the cat owners’ attitude toward spending more money on the cats willingly, how owners of the cat theme restaurant manage to appeal the customers has become a worthy discussing issue. This research aims at discussing the background features of the customers who go to the pet theme restaurant and analyzing different customers’ situations when facing the experiential providers and loyalty intention by randomly sampling. The targets are mainly those who have been consumed in the pet theme restaurants, and the valid questionnaires we retrieve from the targets are totally 300 pieces. In the process of collecting and analyzing the statistics, I find that customers with different backgrounds have drastic diversity when encountering the experiential providers and loyalty intention. When customers have positive feedback of the experiential providers and royalty intention, the higher sensory level the customers feel about the experiential providers, the higher loyalty intention will be addressed. According to the result of this research, I hope that I can give some practical managing advice to those cat theme restaurant owners as a reference and also provide a future expectation of the research that might trigger more related issues in the future.
