後續研究建議

對後續研究之建議，列述如下：

1. 擴大研究範圍：乳品製造業涵蓋許多產品，除了鮮乳、調味乳類，還包括 發酵乳及其他加工類的產品等。未來研究建議可擴大研究範圍至其他類別，

以求更全面的了解與比較。

2. 擴大年齡別及地區別：本研究的研究對象集中於學生族群，年齡層分配較 為不均，未來可將不同年齡層人口分層抽樣，以了解總體人口對於乳品的 需求。在地區別方面，本研究實體抽樣的樣本多分布於台北縣市，未來可 拓展至全台灣各地區，以求更精確及完整了解飲用乳品的人口，使研究結 果被更廣泛的運用。

3. 在研究方法設計中避免可能產生共同方法變異的情況，或是以統計方法修 正，例如淨相關法、潛在變項測詴法、MTMM法等等。

4. 個案式研究：建議後續研究可加入較深入的質化分析，進一步了解消費者 內心深層對於乳品的想法與意見。此外，未來研究者也可納入不同廠商分

析，全面了解乳品市場各廠商的行銷做法。

5. 延伸研究時間：後續研究者若在時間及金錢許可下，可以縱斷面的研究方 式來蒐集資料，進一步對消費者的後續行為做追蹤調查。

6. 探討其他變數及效果：本研究只探討行銷做法的有效性及四個成本（4C）

對再購意願的影響。未來可考慮加入其他不同的變數如環境、產業特性等 因素，或探討其他變數的中介或調節效果等，以期更加深入地了解顧客對 乳品的消費行為。

參考文獻

中文參考文獻

1. 林哲瑋，「乳品製造業景氣動態報告」，台灣經濟研究院產經資料庫，2008年5 月31日。

2. 邱志聖，策略行銷分析－架構與實務應用，二版，智勝文化，2006年。

3. 邱昰芳，「乳品製造業產業基本資料」，台灣經濟研究院產經資料庫，2008年1 月31日。

4. 施宗雄，「近年來國內乳業發展之現況與展望」，台灣畜產種原知識庫，行政 院農業委員會畜產詴驗所，2008年8月。

5. 詹盛元，「乳品製造業景氣動態報告」，台灣經濟研究院產經資料庫，2009年4 月7日。

6. 劉耀中、許應哲，「國人乳品消費偏好及型態之研究」，台灣畜產種原知識庫，

行政院農業委員會畜產詴驗所，2003年4月。

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附錄一 問卷

44

1. 若更換其他品牌乳品，我會感到不適應或不習慣。

7. 目前生活方式：

□1 單獨居住 2 與家人同住（家庭人數：□1 1-2人 □2 3-4人 □3 5人以上）

8. 購買乳品的頻率：

□1 每週數次 □2 每週一次 □3 2-3週一次 □4 每月一次 □5 2個月以上

本問卷到此結束，感謝您的填答