第五章 結論與建議
5.2 建議
針對本研究限制，對於後續研究提出相關建議為：
1. 由於本研究之問卷調查，在 2006 年透過某些網路平台蒐集，分別為 PChome 線上購物、Shopping99.com、Shopping24.com、金石堂網路書局、便利達康電 子地圖等。該資料蒐集的年份距今分析約有一年半左右，因此當時所蒐集的 資料以及其分析結果是否可以完全代表現況，可再做深入探討。
2. 本研究以 7-11 的寄送作為店配的分析資料，而未考慮其他便利商店所提供的 店配服務，因此可能會產生誤差，建議後續研究可將所有有提供店配服務的 公司一並調查分析。
3. 在顧客滿意量表的應用方面，過去文獻在顧客滿意構面的衡量上有「多重項 目衡量 （Multiple item）」以及「總體滿意程度（Overall satisfaction）」等 兩種看法。本研究僅採整體觀點之單一指標來衡量消費者對產品使用後的整 體態度（Day, Shankar et al. , Fornell），將顧客滿意視為一個整體性、概括性 的概念。故建議後續研究者可引用多重構面來衡量物流公司之服務屬性的滿 意程度，以更全面性地評估顧客滿意。
4. 本研究範圍僅針對消費者線上拍賣後物流方式選擇之行為意向分析，建議未 來可將本研究之模式與方法運用於其他產業，並比較其研究結果，以增加本 研究之消費者行為意向模式的適切性。
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