第五章 結論與建議
第五節 後續研究建議
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第五節 後續研究建議
本研究在探討研究結果時，發現了以下可再做延伸的研究方向，使得體驗行 銷在居家用品店的應用，以及對品牌權益的影響研究能更完整：
一、區分正向與負向體驗
如本章第一節中所述，本研究並沒有將體驗的感受明確地分為「正向」或「負 向」的體驗，即使過去的研究顯示出正向的體驗才會增強品牌形象與品牌聯想。
建議後續的研究方向，可以將正負面的體驗明確的做區隔，並衡量它們與品牌權 益間的直接影響。
二、針對不同店家做比較分析
本研究的研究範圍是居家用品零售通路，因此並沒有把這個產業中的每個品 牌都各別獨立出來做相同的分析。雖然這些品牌所販賣的產品性質類似，但是每 個品牌的風格及經營方式是有差異的，例如宜家家居或有居家情境的佈置，而無 印良品或是生活工場因為賣場規模相對小很多，因此沒有辦法有這樣的賣場擺設，
就可能會造成顧客體驗結果的差異。後續研究則可以朝各品牌的差異與比較來作 延伸。
三、生活型態變數擴充
為了簡化研究模型，本研究在生活型態變數的選擇時，並沒有囊括太多的類 型，只從與居家用品消費者相關的型態挑選了兩種。由於國內外發展出來的生活 型態問項非常地多，可以分成的生活型態類型也很多，因此建議後續研究可以再 嘗試使用不同的生活型態變數當干擾變數，例如追求流行、品質追求等（譚大純、
陳正男、賴孟寬，2000；王曉嬪，2002），測試不同的生活型態變數是否對於體 驗行銷與品牌權益間的關係具有干擾作用。
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四、不同產業的應用
Schmitt（1999）提到體驗行銷的應用範圍廣闊，例如航空業、服務業、零 售業、消費品業、汽車業，甚至是工業與製造業等都可應用體驗行銷的相關概念。
本研究只將產業範圍鎖定在居家用品零售通路，因此建議後續研究可以延伸範圍 到不同的產業，驗證在其他產業下體驗行銷是否也會直接影響到品牌權益。
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Research, Vol.56, Issue 1, pp.1-14.
三、網路參考資料
iSURVEY 東方線上（2010），http://www.isurvey.com.tw/3_product/3_cross.aspx 生活工場官方網站（2011），http://www.workinghouse.com.tw
宜家家居官方網站（2011），http://www.ikea.com.tw 特力和樂官方網站（2011），http://www.hola.com.tw 特力屋官方網站（2011），http://www.i-house.com.tw 無印良品官方網站（2011），http://www.muji.tw
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4. 年齡：□20 歲以下 □21~25 歲 □26~30 歲 □31~35 歲 □36~40 歲 □41~45 歲
□46~50 歲 □51~55 歲 □56~60 歲 □61 歲以上
5. 職業：□學生 □軍公教 □商業及服務業 □工業及製造業 □農林漁牧 □自由業 □家管 □其他_________
6. 教育程度：□國中以下 □高中∕高職 □大學∕大專院校 □研究所以上 7. 平均月收入：
□10,000 元以下 □10,001~20,000 元 □20,001~30,000 元 □30,001~40,000 元
□40,001~50,000 元 □50,001~60,000 元 □60,001 元以上