本研究結果檢驗一個影響消費者網路口碑行為的因素架構，其為了提 供企業做好網路口碑管理之工作，但因研究範圍的限制導致其中仍有許多無 法細究之處，所以未來研究可從以下幾個方向，做更深入的探討。
過去研究商品屬性會影響消費者對風險的知覺感受，例如選擇服務性 商品 時所 感受 到的 風險 程度 會比 購買 產品 時大 (Arndt, 1967; Murray and Schlacter, 1990; Rust et al., 2001)，且研究發現，在不同的商品類型上之口碑 效果有顯著的差異 (Katona and Mueller1954; Gilly et al. 1998)。本研究中並未 設定研究產品標的，所以建議後續研究可依據 Kotler (1997) 將商品類型分為 耐久性產品、非耐久性產品及服務三大類，亦或採用 Wright and Lynch (1995) 依 據 消 費 者 觀 點 將 產 品 區 分 為 搜 尋 (search) 、 經 驗 (experience) 及 信 用 (credence) 產品分類，來探討不同口碑對不同的產品屬性之影響力。
本研究中之口碑動機之問項是使用過去研究傳統口碑動機的分類結果，
其使用於網路口碑上，可能會造成些許誤差，造成研究推論的困難。建議未 來研究可針對網路口碑動機上建構具信度和效度之問卷問項，以利未來網路 口碑研究之發展。
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