隨著社會對於貓咪觀念的改變，加上少子化及人口老化問題，越來越多人以飼養寵物取代養兒育女。這種新的生活消費型態，衍生出新的商機，包括寵物主題餐廳之興起，貓咖啡亦是其中之一。貓咖啡隨著愛貓人口數的增加而越開越多，在百家爭鳴的市場下，貓咖啡須具備哪種優勢或特色對於消費者會有較大的吸引力是本研究將探討的地方。 本研究以愛貓人士或資深貓奴為施測對象，回收有效問卷共22份，並進行層級分析，其主要目的為：(1)探討愛貓人士在意貓咖啡何種優勢、特點。(2)分析愛貓人士選擇貓咖啡消費之要素權重順序。(3)提供貓咖啡經營建議之應用。研究結果顯示：消費者較重視貓咖啡之外在環境，包含交通便捷性與停車空間是否充足；其次為硬體設備項目中的環境整潔度。 根據本研究的分析結果，希望能夠提供未來相關業者一些消費者選擇貓咖啡之因素作為參考依據，也提供未來研究者後續的研究方向，期望未來能有更完整的研究產生。 With the change in society's concept of cats, coupled with the problem of declining birthrate and aging population, more and more people are raising pets instead of raising children. This new lifestyle consumption pattern has spawned new business opportunities, including the rise of pet-themed restaurants, and Cat Café is one of them. With the increase in the number of cat lovers, Cat Café is becoming more and more popular. In a market contending with a hundred schools of thought, which advantages or characteristics of Cat Café will be more attractive to consumers are what this study will explore. This study takes cat lovers or senior cat owners as the subjects, retrieve from the targets are totally 22 pieces, and conducts a hierarchical analysis. The main purpose is: (1) Explore the characteristics of Cat Café that cat lovers care about. (2) Analyze the weight sequence of factors that cat lovers choose to consume Cat Café. (3) Provide the application of Cat Café's management strategy. In the process of collecting and analyzing the statistics, the results show that consumers pay more attention to the environment of Cat Café, including the convenience of transportation and whether the parking space is sufficient; the second is the cleanliness of the environment. According to the analysis results of this research, we hope to provide some factors related to Cat Café's owners in the future for consumers to choose cat coffee as a reference, and also provide future researchers' follow-up research directions, hoping that more complete research will be produced in the future.
