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Understanding Dog Owners’ Decision Making on Dog-related Consumption In China
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The beneficial of keeping a dog and the booming Chinese pet dog market allowed many Chinese people considering owning a dog. However, how owners treat their dogs are extremely different. Some of them consider dogs as their child while others think dogs are just objects with special function. These different attitude leads to dog owners’ different consumption intention towards dog-related products and services. Therefore, this study aimed to identify the dog owner’s intention of buying or keeping a dog in China. The theory of planned behavior was used to analyzed in this thesis. The goal was to figure out the factors that influence owners’ intention of buying or keeping a dog. To investigate our purpose, the qualitative method with eleven semi-interviews were conducted in this thesis, and we analyzed the data using the method of qualitative content analysis. The results were shown from attitude, subject norm and perceived behavior, which comes from the theory of planned behavior.

Place, publisher, year, edition, pages
2019. , p. 37
Keywords [en]
Planned behavior theory, Dog-related consumption, China
National Category
Economics
Identifiers
URN: urn:nbn:se:uu:diva-388096OAI: oai:DiVA.org:uu-388096DiVA, id: diva2:1332264
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-07-08 Created: 2019-06-28 Last updated: 2019-07-08Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
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Output format
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