5.3 研究建議 研究建議 研究建議 研究建議
5.3.2 對後續研究之建議
本研究旨在藉由消費者對於連鎖餐廳施行社會責任之態度以及消費者個人生 活型態與價值觀念來探討其對於連鎖餐廳贊助各項公益活動之消費意願的影響，
藉以了解消費者在各構面間之差異性，但因研究者的能力、財力、時間及其他因 素之限制，無法完善且周延的探討，因此提出在研究相關建議以作為後續研究之 參考。
A. 抽樣方式與研究範圍
如先前研究限制所述，本研究礙於現實條件，在抽取樣本結構方面，
僅針對各行政區之外食商圈進行問卷調查，未擴大範圍作全面性的抽樣 調查，致使研究結果的代表性較低，且為避免過於打擾受訪者，並顧及 受訪者接受調查之意願，也未嚴謹遵循隨機抽樣的標準，因此，本研究 結果在推論上必須受到一些限制。故建議相關後續研究可將範圍擴加以 擴大，使研究結果更具代表性，增加其可推論性。
B. 研究變數之增加
由於本研究主要以消費者對於連鎖餐廳施行社會責任之態度以及消 費者個人生活型態與價值觀念來探討其對於連鎖餐廳贊助各項公益活動 之消費意願的影響，雖各獲得社會責任之態度四項因素，個人生活型態 四項因素，價值觀念兩項因素，且分別具有 62.5、58.2 與 46.7 %之解釋 變異量，但也顯示了在各構面的預測變項上仍有其他更重要的因素，有 待後續研究的更深入探討。
C. 質化研究之輔助
本研究之調查方法係以封閉式問卷進行，消費者對連鎖餐廳履行社 會責任之態度僅能由本研究所提供的相關態度項目進行意見之呈現，未 能得知消費者本身對相關概念之認知狀況與看法為何，故建議將來研究
可輔以深度訪談等研究方法，確實瞭解消費者對於連鎖餐廳履行社會責 任之態度等相關看法，以提昇研究內容與量表之完整性。
D. 可進行實際行為之調查
本研究僅針對消費者之消費意願進行研究分析，建議未來研究者可 進一步對消費者之實際行為進行調查，檢驗對於連鎖餐廳贊助各項公益 活動具有消費意願之消費者是否會將其意願轉化為實際作為，以建立與 檢測意願與行為間之關聯性。
參考 參考 參考
20 日，檢自：http://www.dgbas.gov.tw/ct.asp?xItem=1674&ctNode=3240 行政院主計處(2007 年 5 月 24 日)，歷年各季國內各業生產毛額，上網日期：2007年 4 月 20 日，檢自：http://www.dgbas.gov.tw/ct.asp?xItem=14616&CtNode=3566
，上網日期：2007 年 4 月 20 日，檢自：
翁望回，1987，企業正當性之實證研究－社會責任的觀點，博士論文，國立政治
經濟部商情資訊網(2006 年)，2006 年度商業發展情勢：餐飲業 2001~2005 年回顧 與展望，上網日期：2007 年 4 月 22 日，檢自：
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附錄 附錄 附錄
□30,001~40,000 □40.001~50,000 □50.001~60,000
□60,001~70,000 □70,001元以上
7. 目前居住地目前居住地目前居住地目前居住地：＿＿：＿＿：＿＿：＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿縣縣縣縣/市市市市 ＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿區區區 區
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