本研究擬透過市場區隔之人格特質與生活型態等心理變數，並以寵物依附為中介變項，探討不同特性之寵物飼主對於攜帶寵物出遊入住度假旅館之需求，進而提供度假旅館業者作為未來市場規劃之參考。本研究採用網路問卷調查，研究對象為家中目前飼養寵物犬之成年（18歲以上）飼主，共回收問卷535份，有效問卷數為431份。本研究利用SPSS 20.0作為資料分析工具，資料分析方法包括：敘述性統計、皮爾森積差相關分析、多變量變異數分析及階層迴歸分析。重要研究結果為：(1) 不同「性別」、「年齡」、「教育程度」、「寵物每月平均花費」之寵物飼主，在寵物依附及度假旅館需求方面均有顯著差異；(2) 寵物飼主之人格特質（外向性、親和性、嚴謹自律性、神經質）與生活型態（喜愛實作）對其寵物依附均有顯著正向影響；(3) 寵物飼主之人格特質（神經質、外向性）與生活型態（追求流行、喜愛實作、愛好冒險）對其度假旅館需求有顯著正向影響；(4) 寵物飼主之寵物依附對其度假旅館需求有顯著正向影響；(5) 寵物依附對寵物飼主之人格特質、生活型態與度假旅館需求具中介效果。

The purpose of this study was to examine pet owner’s characteristics and demands for resort hotels when they travel with their pets. This study applied psychographics variables, including personality traits and lifestyles, for market segmentation. In addition, pet attachment was operationalized as a mediator variable between psychographics variables and needs for resort hotels. The results of current study provide managerial implications for resort hotel managers with a better insight into the actual needs of consumers’ traveling with pets. Internet survey was conducted to collect data. The population of current study was adult pet-dog owners (18 years of age and older), 535 quesionanires were returned, yielding a valid sampe size of 431. SPSS 20.0 was used to analyze the data. Descriptive statistics, Pearson's correlation analysis, multivariate analysis of variance (MANOVA), hierarchical multiple regression were employed to analyze the data. The primary results include: (1) there are significant differences between dog owner’s gender, age, education level, and average monthly pet expenses on pet attachment and needs for resort hotels, (2) different personality traits (extroversion, agreeableness, conscientiousness, neuroticism) and lifestyles (DIY lovers) have significant positive influences on pet owner’s pet attachment, (3) different personality traits (neuroticism, extroversion) and lifestyles (fashion chasers, DIY lovers, adventurers) have significant positive influences on pet owner’s needs for resort hotels, (4) pet owner’s pet attachment has significant positive influence on pet owner’s needs for resort hotels, and (5) pet attachment has mediating effects between all the independent variables and needs for resort hotels. Managerial and theoretical implications were discussed in the main manuscript.

一、中文部分：
于健、康代育（2007）。消費者渡假生活型態對旅遊刊物選擇影響之研究。環境與管理研究，8（1），43-59。
白純菁（2008）。人格特質對產品多元專業屬性之偏好與廣告溝通效果之研究。顧客滿意學刊，4（1），1-33。
全國法規資料庫（2011）。動物保護法。上網日期：2012年4月。取自http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=M0060027
別蓮蒂（2000）。生活型態白皮書：2000年台灣消費習慣調查報告。台北市：商周。
吳明隆（2009）。SPSS操作與應用問卷統計分析實務。台北市：五南。
李韻庭（2007）。墾丁地區旅館業提供寵物服務之差異性研究。高雄餐旅學院餐旅管理研究所碩士論文，高雄市。
周文賢（2002）。多變量統計分析：SAS/STAT 使用方法。台北市：智勝。
林保良、張國雄（2011）。五大人格特質與內在動機對消費者創新性使用意圖之影響－以臉書之開心農場例。創造學刊，2（2），5-24。
林清山（1992）。心理與教育統計學。台北市：東華。
邱皓政（2003）。結構方程模式：LISREL的理論、技術與應用。台北：雙葉書廊。
邱皓政（2010）。量化研究與統計分析。台北市：五南。
施涵蘊、蔣丁新（1997）。飯店管理概論（第一版）。台北市：百通圖書。
施瑞峰、鄭健雄、陳元陽（2004）。臺灣熱門旅遊地渡假飯店顧客消費行為之比較-以墾丁與知本地區為例。旅遊管理研究，4（1），67-80。
動物保護資訊網（2009）。98年度全國縣市別之家狗飼養數。上網日期：2011年10月。取自http://animal.coa.gov.tw/html/?main=9h&page=09_resources_a02
陳美華、許銘珊（2010）。以五大人格理論探討學生喜愛之教師人格特質。休閒暨觀光產業研究，5（1），13-28。
費昌勇（2005）。民國九十四年全國家犬家貓數目及過去六年調查分析報告。行政院農業委員會畜牧處。
黃芳銘（2006）。結構方程模式：理論與應用。台北市：五南。
黃智彥、李青松、洪毓穗（2011）。生活型態與產品屬性影響國產葡萄酒消費者購買行為之研究。行銷評論，8（2），199-224。
廖德琦（2004）。寵物市場商機爆炸。新台灣新聞周刊，407。上網日期：2011年10月。取自http://www.newtaiwan.com.tw/bulletinview.jsp?bulletinid=13678
鄭健雄、劉孟奇（2001）。國人渡假生活型態量表建構之初探－以墾丁國家公園遊客為例。戶外遊憩研究，14（3），57-80。
嚴一峰、蔡向榮、王嘉蘭、周崇熙、費昌勇（2010）。臺北市三行政區犬貓寵物飼主之特質調查。臺灣獸醫學雜誌，36，324-329。

二、英文部分：
Ainsworth, M. D. S. (1989). Attachment beyond infancy. American Psychologist, 44(4), 709-716.
Ainsworth, M. D. S., Blehar, M. C., Waters, E., & Wall, S. (1978). Patterns of attachment: A psychological study of the strange situation. Oxford, UK: Erlbaum.
Allen, K. (2003). Are pets a healthy pleasure? The influence of pets on blood pressure. Current Directions in Psychological Science, 12(6), 286-289.
Allport, G. W. (1937). Personality: A Psychological Interpretation. New York: Holt, Rinehart & Winston.
Allport, G. W. (1961). Pattern and Growth in Personality. New York: Holt, Rinehart & Winston.
Anderson, W. P., Reid, C. M., ＆ Jennings, G. L. (1992). Pet ownership and risk factors for cardiovascular disease. The Medical Journal of Australia, 157, 298-301.
Bagley, D. K., & Gonsman, V. L. (2005). Pet attachment and personality type. Anthrozoös, 18(1), 28-42.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Bartholomew, K., & Horowitz, L. M. (1991). Attachment styles among young adults: A test of a four-category model. Journal of Personality and Social Psychology, 61(2), 226-244.
Baumeister, R. F. (2002). Yielding to temptation: self-control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28(4), 670-676.
Beck, L., & Madresh, E. A. (2008). Romantic partners and four-legged friends: An extension of attachment theory to relationships with pets. Anthrozoös, 21(1), 43-56.
Becker, T. E., Billings, R. S., Eveleth, D. M., & Gilbert, N. W. (1997). Validity of scores on three attachment style scales: Exploratory and confirmatory evidence. Educational and Psychological Measurement, 57(3), 477-493.
Beh, A., & Bruyere, B. L. (2007). Segmentation by visitor motivation in three Kenyan national reserves. Tourism Management, 28(6), 1464-1471.
Benet-Martínez V., & John, O. P. (1998). Los Cinco Grandes across cultures and ethnic groups: Multitrait multimethod analyses of the Big Five in Spanish and English. Journal of Personality and Social Psychology, 75(3), 729-750.
Bentler, P. M., & Wu, E. J. C. (1993). EQS/Windows User’s Guide. Los Angeles: BMDP Statistical Software.
Berman, B. & Evans, J. R. (1982), Marketing. New York: McMillan.
Beverland, M. B., Farrelly, F., & Lim, E. A. C. (2008). Exploring the dark side of pet ownership: Status- and control-based pet consumption. Journal of Business Research, 61(5), 490-496.
Birnbaum, M. H. (2004). Human research and data collection via the internet. Annual Review of Psychology, 55, 803-822.
Borgatta, E. F. (1964). The structure of personality characteristics. Behavioral Science, 9(1), 8–17.
Bowels, T. (1988). Does classifying people by lifestyle really help the advertiser? European Research, 16(1), 17-24.
Bowlby, J. (1958). The nature of the child's tie to his mother. International Journal of Psycho-Analysis, 39, 350-373.
Bowlby, J. (1969). Attachment and loss, Vol. 1. Attachment. New York: Basic Books.
Brockman, K. B., Taylor, A. V., & Brockman, M. C. (2008). The price of unconditional love: Consumer decision making for high-dollar veterinary care. Journal of Business Research, 61(5), 397-405.
Brown, S. E. (2004). The human-animal bond and self psychology: Toward a new understanding. Society and Animals, 12(1), 67-86.
Buchanan, T. (2000). Internet research: Self-monitoring and judgments of attractiveness. Behavior Research Methods, Instruments and Computers, 32(4), 521-527.
Canadian Tourism Commission. (2003). Pets can stay Canada opens door to niche market for accommodation providers nationwide. Retrieved from http://www.petscanstay.com/Media/tabid/104/articleType/ArticleView/articleId/276/Pets-Can-Stay-Canada-opens-door-to-niche-market-for-accommodation-providers-nationwide.aspx
Carr, N., & Cohen, S. (2009). Holidaying with the family pet: No dogs allowed! Tourism and Hospitality Research, 9(4), 290-304.
Carver, C. S. (1997). Adult attachment and personality: Converging evidence and a new measure. Personality and Social Psychology Bulletin, 23(8), 865-883.
Costa, P. T., Jr., & McCrae, R. R. (1985). The NEO Personality Inventory manual. Odessa, FL: Psychological Assessment Resources.
Costa, P. T., Jr., & McCrae, R. R. (1989). The NEO-PI/NEO-FFI Manual Supplement. Odessa, FL: Psychological Assessment Resources.
Costa, P. T., Jr., & McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) professional manual. Odessa, FL: Psychological Assessment Resources.
Day, D. V. & Silverman, S.B. (1989). Personality and job performance: Evidence of Incremental Validity. Personnel Psychology, 42(1), 25-36.
Demby, E. (1974). Psychographics and from whence it came. In W. D. Wells (Ed.), Lifestyle and Psychographics, (pp, 9-30). Chicago, IL: American Marketing Association.
Digman, J. M. (1990). Personality structure: Emergence of the five-factor model. Annual Review of Psychology, 41, 417-440.
Doll, W. J., Xia, W., & Torkzadeh, G. (1994), A confirmatory factor analysis of the end-user computing satisfaction instrument, MIS Quarterly, 18(4), 453-461.
Dotson, M. J., & Hyatt, E. M. (2008). Understanding dog–human companionship. Journal of Business Research, 61(5), 457-466.
Dotson, M. J., Hyatt, E. M., & Clark, J. D. (2011). Traveling with the Family Dog: Targeting an emerging segment. Journal of Hospitality Marketing & Management, 20(1), 1-23.
Duemmler, S. L., & Kobak, R. (2001). The development of commitment and attachment in dating relationships: Attachment security as relationship construct. Journal of Adolescence, 24(3), 401-415.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Chicago, IL: Dryden.
Eysenck, H. J. (1994). Creativity and personality: Word association, origence, and psychoticism. Creativity Research Journal, 7(2), 219-216.
Fiske, D. W. (1949). Consistency of the factorial structures of personality ratings from different sources. The Journal of Abnormal and Social Psychology, 44(3), 329-344.
Fodness, D. (1992). The impact of family life cycle on the vacation decision-making process. Journal of Travel Research, 31(2), 8-13.
Foxall, G., Goldsmith R., & Brown S. (2004). Consumer Psychology for Marketing. United Kingdom: Cengage Learning EMEA.
Fraj, E., & Martinez, E. (2006). Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis. Journal of Consumer Marketing, 23(3), 133-144.
Friedman, M. & Rosenman, R. (1974). Type A behavior and your heart. New York: Knopf.
Glass, D. C. (1977). Behavior patterns and coronary disease. Hillsdale, NJ: Erlbaum.
Goldberg, L. R. (1993). The structure of phenotypic personality traits. The American Psychologist., 48(1) , 26-34
Gosling, S. D., & Bonnenburg, A. V. (1998). An integrative approach to personality research in anthrozoology: Ratings of six species of pets and their owners. Anthrozoös, 11(3), 148-156.
Hair, J. F., Black, W. C., Babin B., & Anderson, R. E. (1998). Multivariate Data Analysis. NY: MacMillan.
Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Psychology, 1(3), 239-260.
Hawkins, D. I., Best R. J., & Coney, K. A. (2001). Consumer behavior: Building marketing strategy, (8th ed.). McGraw-Hill.
Hazan, C., & Shaver, P. R. (1987). Romantic love conceptualized as an attachment process. Journal of Personality and Social Psychology, 52(3), 511-524.
Hazan, C., & Shaver, P. R. (1994). Attachment as an organizational framework for research on close relationships. Psychological Inquiry, 5(1), 1-22.
Hirschman, E. C. (1994). Consumers and their animal companions. Journal of Consumer Research, 20(4), 616-632.
Holbrook, M. (2008). Pets and people: Companions in commerce? Journal of Business Research, 61(5), 546-552.
Holbrook, M. B., Stephens, D. L., Day, E., Holbrook, S. M., & Strazar, G. (2001). A collective stereographic photo essay on key aspects of animal companionship: The truth about dogs and cats. Academy of Marketing Science Review, 2001(1), 1-16.
Howard, D. R. & Madrigal, R. (1990). Who makes the decision: The parent or child? The perceived influence of parents or children on the purchase of recreation services. Journal of Leisure Research, 22(3), 244-258.
Hyde, K. R., Kurdek, L. & Larson, P. (1983). Relationship between pet ownership and self-esteem, social sensitivity, and interpersonal trust. Psychological Reports, 421, 110.
John, O. P., Donahue, E. M., & Kentle, R. L. (1991). The big five inventory-Versions 4a and 54. Berkeley, CA: University of California, Berkeley, Institute of Personality and Social Research.
Johnson, S. B. & Rule, W. R. (1991). Personality characteristics and self-esteem in pet owners and non-owners. International Journal of Psychology, 26(2). 241-252.
Johnson, T. P., Garrity, T. F., & Stallones, L. (1992). Psychometric evaluation of the Lexington attachment to pets scale (LAPS). Anthrozoös, 5(3), 160-175.
Jöreskog, K. G., & Sörbom, D. (1989). LISREL 7: A guide to the program and Application. Chicago: SPSS Inc.
Kamakura, W. A. & Novak, T. P. (1992). Value-system segmentation: Exploring the meaning of LOV. Journal of Consumer Research, 19(1), 119-132.
Katcher, A. H. (1989). Perceptions of Animals in American Culture: How Companion Animals Make Us Feel. Washington, DC: Smithsonian Institution Press.
Kidd, A. H. & Kidd, R. M. (1980). Personality characteristics and preferences in pet ownership. Psychological Reports, 46(3), 939-949.
Kline, R. B. (1998). Principles and Practice of Structural Equation Modeling. NY: The Guilford Press.
Kobak, R. R., & Sceery, A. (1988). Attachment in late adolescence: Working models, affect regulation, and representations of self and others. Child Development, 59(1), 135-146.
Kotler, P. (1991). Marketing management (7th ed.). Upper Saddle River, NJ: Prentice-Hall.
Kotler, P. (2002). A framework for marketing management (2nd ed.). Prentice Hall Inc.
Levinson, B. M. (1969). Pet-oriented child psychotherapy. Springfield, IL: Charles C. Thomas.
Marks, S. G., Koepke, J. E., & Bradley, C. L. (1994). Pet attachment and generativity among young adults. The Journal of Psychology, 128(6), 641-650.
Mathews, S., & Herzog, H. (1997). Personality and attitudes toward the treatment of animals. Society and Animals, 5(2), 169-175.
McCrae, R. R., & John, O. P. (1992). An introduction to the Five-Factor model and its application. Journal of Personality, 60(2), 175-215.
McCrae, R. R., Costa, P. T. Jr., Martin, T. A., Oryol, V. E., Rukavishnikov, A. A., & Senin, I. G.., Hřebícková, M., & Urbánek, T. (2004). Consensual validation of personality traits across cultures. Journal of Research in Personality, 38(2), 179-201.
Melson, G. F. (1991). Studying children’s attachment to their pets: A conceptual and methodological review. Anthrozoös, 4(2), 91-99.
Mikloski, A., Pongracz, P., Lakatos, G., Topal, J., & Csanyi, V. (2005). A comparative study of the use of visual communication signals in interactions between dogs (Canin familiaris) and humans and cats (Felis catus) and humans. Journal of Comparative Psychology, 119(2), 179-186.
Noftle, E. E., & Shaver, P. R. (2006). Attachment dimensions and the big five personality traits: Associations and comparative ability to predict relationship quality. Journal of Research in Personality, 40(2), 179-208.
Noon, E. (1998). People and pets. Psychodynamic Counselling, 4(1), 17-31.
Norman, W. T. (1963). Toward and adequate taxonomy of personality attributes: Replicated factor structure. Journal of Abnormal and Social Psychology, 66(5), 574-583.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York: McGraw-Hill.
Park, C. W., & MacInnis, D. J. (2006). What's in and what's Out: Questions on the boundaries of the attitude construct. Journal of Consumer Research, 33(1), 16-18.
Park, D. B., & Yoon, Y. S. (2009). Segmentation by motivation in rural tourism: A Korean case study. Tourism Management, 30(1), 99-108.
Pervin, L. A. (1993). Personality: Theory and Research (6th ed.). New York: John Wiley & Sons.
Plummer, J. T. (1974). The concept and application of life style segmentation. The Journal of Marketing, 38(1), 33-37.
Poresky, R. H., Hendrix, C., Mosier, J. E., & Samuelson, M. L. (1987). The companion animal bonding scale: Internal reliability and construct validity. Psychological Reports, 67, 743-746.
Rammstedt, B., & John, O. P. (2007). Measuring personality in one minute or less: A 10-item short version of the Big Five Inventory in English and German. Journal of Research in Personality, 41(1), 203-212.
Ridgway, N., Kukarkinney, M., Monroe, K., & Chamberlin, E. (2008). Does excessive buying for self relate to spending on pets? Journal of Business Research, 61(5), 392-396.
Rotter, J. B. (1954). Social learning and clinical psychology. New York: Prentice-Hall.
Ruby, J. (1983). Images of the family: The symbolic implications of animal photography. In New Perspectives on Our Lives with Companion Animals, 138-147, eds. A. H. Katcher and A. M. Beck. Philadelphia: University of Pennsylvania.
Rutes, W. A., Rutes, F., & Penner, R. H. (1985). Hotel planning and design. New York: Whitney Library of Design.
Sable, P. (1995). Pets, attachment, and well-being across the life cycle. Social Work, 40(3), 334-341.
Sagi, A., Donell, F., van Ijzendoorn, M. H., Mayseless, O., & Aviezer, O. (1994). Sleeping out of home in a kibbutz communal arrangement: It makes a difference for infant-mother attachment. Child Development, 65(4), 992-1004.
Scharlach, A. E. (1991). Factors associated with filial grief following the death of an elderly parent. American Journal of Orthopsychiatry, 61(2), 307-313.
Shaver, P. R., & Mikulincer, M. (2005). Attachment theory and research: Resurrection of the psychodynamic approach to personality. Journal of Research in Personality, 39(1), 22-45.
Shore, E. R., Douglas, D. K., & Riley, M. L. (2005). What's in it for the companion animal? Pet attachment and college students' behaviors toward pets. Journal of Applied Animal Welfare Science, 8(1), 1-11.
Stallones, L., Marx, M. B., Garrity, T. F., & Johnson, T. P. (1991). Pet ownership and attachment in relation to the health of U.S. adults, 21 to 64 years of age. Anthrozoös, 4(2), 100-112
Strategic Business Insights (2011). US Framework and VAL Types. Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes.shtml
Teng, C. C. (2008). The effects of personality traits and attitudes on student uptake in hospitality employment. International Journal of Hospitality Management, 27(1), 76-86.
Wahlers, R. G., & Etzel, M. J. (1985). Vacation preference as a manifestation of optimal stimulation and lifestyle experience. Journal of Leisure Research, 17(4), 283-295.
Wells, W. d., & Tigert, D. J. (1971). Activities, Interests and Opinions. Journal of Advertising Research, 11(4), 27-35.
Wiggins, J. S. (1996). The five-factor model of personality. NY: The Guilford Press.
Wilson, C. C., Netting, F. E., & New Jr., J. C. (1987). The pet attitude inventory. Anthrozoös, 1(2), 76-84.
Wind, Y., & Green, P. E. (1974). Some conceptual, measurement, and analytical problems in life style research. In W. D. Wells (ed.), Life style and psychographics, (pp.99-126). Chicago: American Marketing Assn.
Winter, D.G., John, O.P., Stewart, A. J., Klohnen, E. C., & Duncan, L. E. (1998). Traits and motives: Toward an integration of two traditions in personality research. Psychological Review, 105(2), 230-250.
Witte, J, C., Amoroso, L. M., & Howard, P. E. N. (2000). Research methodology: Method and representation in Internet-based survey tools—mobility, community, and cultural identity in Survey 2000. Social Science Computer Review, 18(2), 179-195.
Woodman, R. W., Sawyer, J. E., & Griffin, R. W. (1993). Toward a theory of organizational creativity. Academy of Management Review, 18(3), 293-321.
Youn, S., & Faber, R. J. (2000). Impulse Buying: Its relation to personality traits and cues. Advances in Consumer Research, 27(1), 179-185.
Zilcha-Mano, S., Mikulincer, M., & Shaver, P. R. (2011). An attachment perspective on human–pet relationships: Conceptualization and assessment of pet attachment orientations. Journal of Research in Personality, 45(4), 345-357.