第五章 結論與建議
5.4 後續研究建議
一、本研究主在探討偶像音樂市場贈品之促銷效果，不同的促銷型式對於不同 性格的消費者是否有不同的影響，哪一種個性的消費者會較易投入這種偶 像崇拜的情境裡，較易受贈品促銷影響，後續研究可以加入人格特質作為 研究之方向。
二、在贈品促銷型式中享樂性贈品之促銷較功能性贈品對購買意願有較正面之 影響，但是否為消費者對二種贈品之價值認知有差異，消費者是否會因贈 品價值而影響購買意願，後續研究可加入贈品價值作為變數研究。
三、本研究選擇之主標的物是偶像音樂市場中的日本傑尼斯偶像，故受測者多 為女性歌迷，女生的消費傾向是否有別於男生，建議後續研究可以選擇日 本AKB、SKB 等女性團體，或港台之偶像團體，以研究性別、地區對購買 意願是否有影響。
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三、 網路資料：
1. 日本錄音協會 http://www.riaj.or.jp/
2. 日本 Oricon 公信榜 http://www.oricon.co.jp/
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附錄一：前測問卷
[第一部份]
以下是對於功能性價值、情感性價值、社會性價值之定義敘述，請依照這 三個敘述，勾選出下列贈品中最符合這三項定義之贈品。
功能性價值：依據產品本身所具有之屬性滿足消費者達到某功能或效用之價 值。在本研究中功能價值代表CD 之贈品是傑尼斯藝人的一種象 徵符號，具有重現藝人影像聲音之效用。
情感性價值：本研究中情感性價值表示CD 贈品可以引發消費者自身的情緒感 受，消費者是出自於個人主觀意識對CD 贈品產生喜愛、歡愉之 感受。
社會性價值：本研究中社會性價值表示CD 贈品可以讓消費者在歌迷族群中獲 取歸屬感及認同感。消費者藉由購買CD 獲取贈品以加強其自我 滿足之意識。
親愛的受訪者您好：
此份問卷的目的主要是想了解您對於產品類型及消費者知覺價值的看法，
在填寫問卷時會有一段詳細的說明，請仔細閱讀後再按您的想法作答。
所有資料僅供學術之用，絕不對外公開，敬請安心作答。感謝您的協助!
敬祝 身體健康、萬事如意
東吳大學 企管系碩專班 指導教授：林陽助 教授 研究生：許美齡 敬上
Bouns CD 手環 記事本 明信片
EVENT應募券 毛巾 握手會參加券 錀匙圈
Music Video DVD 收納用CD盒 手機來電答鈴 AR特別映像
手帕 海報 資料夾 VR特別映像
手機吊飾 特別映像 DVD 鉛筆 購物袋
手機待機畫面 胸章、別針 撲克牌 鏡子
69 Music Video DVD 手帕
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