實務意涵

5.2 未來研究建議

在未來研究建議方面，可針對一致的正面電子口碑訊息或正負面電子口碑訊 息混合的方向作研究，以觀察不同情況下首因效應或近因效應是否會發生，也可 針對電子口碑訊息內容進行操弄，以了解在何種情況下消費者才會受到首因效應 或近因效應的影響。另外，本研究的產品為手機的核心屬性，往後也可針對不同 的產品或不同的產品屬性作更深入的探討研究。

5.3 實務意涵

網路世界的蓬勃發展讓人們除了透過現實世界的管道外亦可在網路世界與 他人進行交流互動，在網路社會中，與現實社會一樣發展出了一套獨特的社會文 化，網路社會的匿名特性讓人們更願意發表自己的意見，且因為網際網路的無時

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空限制，讓口碑的傳播速度增加了許多。因此本研究針對此現況進行研究，使廠 商能夠在面對消費者在網路上（電子佈告欄或論壇）發表訊息時做出適當的處 置。

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