本研究對寵物餐廳網路廣告效率值進行衡量，並探討可能影響其效率值之解釋變數，
供寵物餐廳業者擬定寵物餐廳網路廣告製作策略時參考，以創造最佳營運績效。於實務 層面，本研究針對網路廣告產出項目、代言寵物以及消費者對寵物餐廳廣告之涉入程度 三方面提出建議，可供寵物餐廳業者參考：
一、如何增加網路廣告產出項目
(一)如何增加網路廣告點擊率，可於網路廣告中加入影片、激勵點擊的字眼、流行 用語、刺激用語 (Free!)，並避免網路廣告中發現病毒、強迫彈出視窗、干涉個 人隱私、自動導向其他網站等會降低消費者對品牌信任與增加負面口碑，並降 低點擊率。
(二)如何增加消費者對廣告回憶程度、消費者對廣告態度以及購買意願，可利用提 醒物、增加曝光率、在廣告中增加配樂音效等方式達到效果，或使用與消費者 潛在自我關聯語句以及具體性字彙，於廣告中提供正向情緒訴求使顧客維持良 好情緒等，均可增加消費者對廣告回憶程度以及對廣告態度及促進購買意願。
二、代言寵物類型
寵物代言人類型中，以純種但非受歡迎犬種將對網路廣告效率值造成負向影響。而 選擇純種受歡迎犬種與米克斯犬種將不會對網路廣告效率值產生顯著影響。建議寵 物餐廳業者在進行網路廣告代言寵物選擇時，須審慎選擇其代言人類型，避免使用 純種但非受歡迎犬種類型代言人而導致網路廣告效率降低情形，如此一來也可避免 選擇純種代言寵物可能產生相對高的代言費用。
三、消費者對寵物餐廳廣告之涉入程度
本研究證實消費者對寵物餐廳廣告之涉入程度將顯著正向影響網路廣告效率值，因 此建議寵物餐廳業者可透過以下五種方式使消費者對寵物餐廳廣告之涉入程度提 升：
(一) 廣告中將產品與消費者關心議題、重要事件連結 (二) 與消費者個人情境做連結
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(三) 激發消費者個人價值或自我防衛情緒 (四) 增加產品重要特色
(五) 於網路廣告中提供消費者正面線索
此外，本研究亦於學術層面也對未來後續研究提出建議：
本研究受歡迎犬種分類依據美國養犬俱樂部標準進行分類，建議未來可針對臺灣寵 物飼養犬種進行調查，了解臺灣受歡迎犬種排名，以選擇更能代表台灣犬種飼養狀 況中受歡迎犬種，進而製作出更符合臺灣飼主喜好與需求之寵物餐廳網路廣告。
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