第五章 結論與建議
第四節 後續研究建議
一、以分層隨機抽樣取代便利抽樣
本研究為求樣本取得之方便性，採取便利抽樣作為抽樣方法，然而卻因此 造成樣本年齡層過於集中之研究限制。因此建議後續研究採取分層隨機抽樣進 行研究，將總體單位按特定屬性特徵分成若干類型或層，然後在類型或層中隨 機抽取樣本單位。由於通過劃類分層，可增大各類型中單位間的共同性，容易 抽出更具有代表性的調查樣本。
二、重新發展適用於東方的奢華態度量表
就實際面來看，雖然各國均已朝向全球化，但東西方仍具有文化上的差異。
尤其在東方社會中，「奢華」一詞過去總與奢侈浪費等負面詞彙脫離不了關係。
從本研究中發現消費者對奢華仍多偏向社會象徵的外在意義，而西方則多偏向 個人愉悅的內在意義，因此應重新架構更適用於東方的奢華態度量表。建議後 續研究以質化研究搭配量化研究，先藉由深度訪談重新架構量表，再以量化研 究方法檢驗量表的效度，以提出更具解釋力之消費者區隔。
三、以縱斷面進行研究
建議未來採取縱斷面向來進行研究，蒐集消費者不同時間點上的資料，藉 由長時間研究相同消費者，以分析其奢華態度是否產生變化，抑或研究促成奢 華態度改變之干擾變數，進而瞭解消費者奢華態度的整體動態關係。
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附錄
正式問卷
【說明】
最近「奢華」一詞被廣為運用，然而卻仍沒有統一且明確的定義。本研究所謂的奢華，指的是
「任何領域中，特殊等級的產品或服務」。請就您個人對奢華的行為與態度，填寫下列問題。
第一部份 購買行為
1. 請問您曾經購買過奢華品嗎？（從未購買者請跳答第二部份）
從未購買 經常購買
2. 請問您曾經在哪些消費領域購買過奢華品？(可複選)
香水和化妝品 服飾和配件 珠寶和手錶 汽機車 文具用品
娛樂 旅遊 美容與按摩 電子用品 家庭裝潢
家庭寢具 廚房用品 藝術品 餐飲 其他
3. 請問您購買奢華品的主要的原因?（可複選）
奢華品可以讓我引人注目 奢華品設計獨特且稀少 奢華品製作精巧且品質佳
奢華品對我具有吸引力，且可使我感到愉悅 奢華品可以用來犒賞自己，並彰顯自己的成功 其他
各位先生小姐，您好：
首先感謝您協助填寫此份問卷，這是一份研究台灣消費者對於奢華態度之學術問卷。懇請您 撥出幾分鐘時間，依照心中的真實看法及感受填寫本問卷。您寶貴的意見，對本研究有莫大 的幫助，也將使本研究更具價值。所有內容僅供學術研究分析之用，請您放心地填寫。
首先感謝您協助填寫此份問卷，這是一份研究台灣消費者對於奢華態度之學術問卷。懇請您 撥出幾分鐘時間，依照心中的真實看法及感受填寫本問卷。您寶貴的意見，對本研究有莫大 的幫助，也將使本研究更具價值。所有內容僅供學術研究分析之用，請您放心地填寫。