第五章、 結論與建議
5.3 後續研究建議
根據本研究的研究過程與結果，可以發現研究假設均符合，本研究景針對環 保產品的偏好及環保屬性進行分析，但對於消費者在選擇產品實除了受到環保屬 性的影響之外，對於產品功能上也會相當注重，由其當消費者知覺環保產品越環 保時，功能屬性評估會相對降低，此現象確實在我們的生活中有出現，如我們會 質疑泡沫較少的環保洗碗精洗不乾淨，或者是質疑環保材質製成的汽車組件容易 壞…等等，甚至連業者本身都有發現此現象，都會特地在廣告上強調或備註產品 的效用。但由於本研究的研究方法主要問卷情境是針對環保屬性進行評估，這樣 的敘述無法讓受測者明確的表達出他們對於環保屬性與功能屬性之間的評估差 異，建議後續的研究可以改採實證研究的方式，讓受測者看完廣告後使用洗碗精 填寫問卷，這樣可能才能使受測者明確的反應出對產品的真實評價，在進行環保 屬性與功能屬性的評估差異，在使用比較訊息框架，這樣就可以明確看出比較訊 息框架是否可以改變消費者的評估，且是否會影響消費者購買環保產品的意願。
本研究情境設計所採用的產品為洗碗精，主要因素為洗碗精的屬性較好分類 且功能屬性較簡單定義，也就是針對洗碗上的效用。因此建議後續研就可以改採 不同類別的環保產品進行研究，例如目前正在發展電動車或油電混和車的汽車產 業，因為汽車需要注意的屬性較洗碗精多，各屬性的權重也會因此改變，且汽車 所採用的廣告大多在主打效能或安全的部份，如果廣告框架強調環保屬性是否也 會受到注意，注意之後是否會導致消費者對於該產品產生偏好，這也是後續研究 中可以多加探討的議題。
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附件一、一般框架情境之廣告訊息
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附件三、正面訊息框架情境之廣告訊息
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附件五、負面訊息情境之廣告訊息
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