UNLOCKING THE EMOTIONAL WALLET AN EMPIRICAL STUDY ON EMOTIONAL COMPENSATION AND PREMIUM PAYMENT INTENTION

Abstract

This study empirically examines the impact of emotional compensation motivation on Generation Z pet owners' willingness to pay a premium for pet boarding services. Based on a survey of 420 respondents in China, the results from regression analysis confirm that separation anxiety compensation, emotional continuity, and safety compensation motivations all have a significant positive effect on both price acceptance and maximum payment intention. These findings offer actionable insights for pet service providers to develop value-added services and targeted marketing strategies.