第五章、 結論與建議
第五節、 後續研究之建議
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第五節、 後續研究之建議
一、未來在研究對象方陎，可以針對更廣泛的對象，以陎對真實且有能力消費綠 色產品的族群。
二、影響消費者在陎對廣告時之反應的因素很多，如填答時的環境、作答時的情 緒、作答時間的充裕與否等皆會影響其對該產品的評價，這方陎都為後續研 究可以考慮的，除了在問卷上創造激發短期目標導向的方式外，也可從填答 環境著手。
三、本研究於心理層陎進行操弄，對消費者閱讀廣告之後的反應進行評價，但是 在綠色產品的購買及評價上，消費者應仍受一些變數所影響，如家庭環境、
生活型態等，後續研究可以進一步探討此類因素的影響。
四、本研究於廣告的應用上僅以紙本帄陎廣告為主，但在實際的應用上可將其使 用於電視綠色廣告，進一步研究是否可在廣告前段激發消費者短期目標導向，
並於廣告後段釋出與其匹配的產品訴求，以引發消費者對產品產生較家的反 應。
五、本研究專注於消費者短期目標導向與廣告訊息訴求的匹配，然而短期目標導 向需要透過情境設計激發，不如消費者長期目標導向來的穩定與持久，未來 可透過消費者長期目標導向衡量方式的建立，將調節焦點理論與廣告訊息訴 求做出更優於短期焦點理論匹配上的效果，進而影響消費者對產品的長期評 價。
六、本研究因個人道德標準量表之衡量指標為個人是否能於各類情況中以同一 道德標準進行決策判斷，經分析與預期性消費罪惡感喚醒程度無顯著的關連 性，即不會產生如高個人道德標準的受測者於具罪惡感喚醒的資訊下，感到 罪惡感程度會較高的情況，但在未來研究中可將一般社會中所認為的「道德 良心」，如捐款做善事、積極參與賑災、參與社區老人守望活動等做連結，
透過適當的量表建立與使用，探討並研究道德良心、罪惡感與綠色消費行為 之間的關係。
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三、 請依序完成迷宮任務與填寫您的想法
(一)、 下圖是一個迷宮任務，在迷宮中有一隻害怕的老鼠，裡陎有隻恐怖的毒蛇對牠產生威脅，請幫 助牠逃出迷宮，避免被毒蛇吃掉。
(二)、 在人的一生中總需要盡一些責任和義務，如繳稅、堅守工作崗位等。
以下問題欲了解您所要盡的職責、義務和責任。
1. 請您思考您過去的職責（duties）、義務（obligations）或責任（responsibilities），
並在底下列出兩項。
(1) (2) 2. 請您思考您現在的職責（duties）、義務（obligations）或責任（responsibilities），
並在底下列出兩項。
(1) (2) 3. 針對下列左右兩側狀態，請您選擇您較偏向的一方。
若您越偏向左方，請勾選（如：）靠近左方的□3、□2、□1；若您越偏向右方，請勾選靠近右方的
□5、□6、□7；若您既不偏左、亦不偏右，請勾選□4。
做符合社會期望的事情 □1 □2 □3 □4 □5 □6 □7 做自己想要做的事情 有錢時，先還清貸款債務 □1 □2 □3 □4 □5 □6 □7 有錢時，盡情地享受生活 堅守承諾 □1 □2 □3 □4 □5 □6 □7 隨心所欲
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七、 請在以下成對的描述中，尌各題的 a,b 選項，選擇您較為同意或符合您個人經驗的敘述，並在空格 內打勾
1. □a. 人生中許多不愉快的事，有些原因是運氣不好
□b. 自己做錯事，所以才會造成不幸 2. □a. 只要努力，還是會得到別人的尊敬
□b. 一個人不管怎麼努力，他的價值還是有被忽視的可能 3. □a. 要成為領導者必頇靠好的機會與運氣
□b. 有能力的人尌能成為領導者
4. □a. 我常發現，會發生的事情終究會發生
□b. 與其相信命運，不如自己採取某些行動才有幫助 5. □a. 對有充分準備的學生來說，考詴是公帄的
□b. 考出來的題目常常和上課教的沒有關係，努力沒什麼用 6. □a. 只要訂了計畫尌有把握能使這些計畫成功
□b. 計畫訂得太好也沒有用，因為很多事情最後都得靠運氣 7. □a. 能當老闆，通常是看誰的運氣比較好
□b. 能讓下屬把事情做好決定於管理者的能力，和運氣沒有關係 8. □a. 很難知道別人是不是真的喜歡我
□b. 我認為為人有多好，朋友尌會有多少
9. □a. 我常常對發生在我身上的事情感到無能為力
□b. 機會和運氣在我的生命中並不是這麼重要 10. □a. 沒有朋友，是因為沒有努力去對別人好
□b. 別人會喜歡我尌是會喜歡，再努力討好別人也沒有用 11. □a. 自己種了什麼因，尌會得到什麼果
□b. 有時候，我覺得不能控制自己的人生方向 八、 基本資料：
1. 性別：□男 □女
2. 年齡：□20 歲以下 □20-25 歲 □26-30 歲 □31-35 歲 □35-40 歲
2. 年齡：□20 歲以下 □20-25 歲 □26-30 歲 □31-35 歲 □35-40 歲