隨著飼養寵物的現象日益普及，人們與伴侶動物之間的情感聯繫也日趨緊密，這一變化正在重塑品牌與消費者之間的溝通方式。在此情境下，狗與貓逐漸成為廣告中引發情感反應的主要角色。儘管過往研究多聚焦於動物意象帶來的情感效果，然而針對「狗」與「貓」在廣告中所產生的具體行為影響之比較，研究仍較為稀少。因此，本研究旨在探討不同寵物類型（狗或貓）在廣告中所引發的消費者態度與支付傾向之差異，並進一步驗證情感參與在其中所扮演的中介角色。同時，研究亦納入產品涉入程度（高與低）作為調節變項，以理解不同情境下的效果變化。研究發現，相較於貓，狗主題的廣告能更有效地促進消費者的購買意圖與支付意願；此影響亦因情感參與的提升而部分成立，特別是在低涉入產品的情境中效果更為明顯。本研究不僅拓展了對情感驅動行銷策略的理解，也為實務應用提供了根據消費者類型量身打造寵物廣告內容的具體建議。

In recent years, the growth in pet companionship and the emotional significance attributed to domestic animals have increasingly shaped modern marketing strategies. Amid this evolution, dogs and cats have emerged as compelling figures in advertising, functioning as emotionally impactful stimuli that can influence consumer perception and behavior. While prior research has examined animal imagery in promotional content, few studies have systematically compared the relative influence of dog-versus cat-based advertisements, especially regarding consumers’ buying intention and payment willingness. This study addresses that gap by exploring how pet type (dog vs. cat) affects consumer reactions to advertisements and the extent to which emotional connection mediates this relationship. Furthermore, it examines whether product involvement (high vs. low) acts as a contextual factor that moderates these effects, offering insight into scenarios where pet imagery proves more persuasive. The results demonstrate that dog-themed advertisements significantly enhance both intention to purchase and willingness to pay in comparison to cat-themed ones. Emotional engagement was shown to serve as a partial mediator in this effect, underlining its importance in shaping consumer responses. In addition, the mediation effect varied depending on product involvement, with dog-featured ads proving especially impactful under conditions of low consumer engagement. These findings contribute to the academic discussion on emotional branding and consumer behavior while providing actionable implications for advertisers aiming to optimize pet-related advertising tactics.

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