五、 結論與建議
5.4 後續研究建議
本研究忽略了品牌對忠誠度的效果，而品牌能在很大程度上減輕風險 的知覺，且對消費者產生安心的效果(Davis et al., 2000)，因此增加他們對賣 方的承諾。Pan et al. (2002)提到一個網路零售商擁有更好的品牌名稱和更信 賴的網站，可以索價更高。即一個知名品牌能降低網路信任的要求，以及 可以直接影響其對賣方的忠誠度，或是透過保證性影響滿意度，相反地，
賣方若未擁有知名品牌，就需建立顧客對網站有高度的網路信任。
顧客在決定是否對網路商家忠誠時，價格很明顯地是重要的要素，對 於消費者而言，一些網路零售商的價格優勢，可能會因為更粗劣的服務品 質所抵銷，Pan et al. (2002)認為服務品質通常和網路零售商的定價是正向關 係，而價格和信賴之間的交互作用效果是被預期存在。在零售商之間更大 的價格差異或是消費者的價格敏感更高，網路信任則愈不會被預期是扮演 維持忠誠度的角色。
此外，當轉換成本(Switching cost)愈高的情況下，若要使用者轉換使用 對象，相對地必須提供更高的轉換利益，否則很難令使用者轉換使用習慣，
套牢效果(Lock-in effect)於是而生。所謂的轉換成本為客戶被供應商套牢的 程度，包括實質的成本(如金錢、時間)及心理上的成本，而轉換成本愈高，
顧客就愈不容易離開，公司的客戶基礎就愈大。因此可能影響網路忠誠度 的因素相當多，後續研究者可以加入其它因素探討。
信任能降低在網際網路上知覺到不同類型的風險，像是財務風險(損失 金錢)、功能性風險(收到不完全或是損壞的商品)以及時間風險(運送時間 過長)。顧客採取行動時會臆測可能發生的風險，此時信任就顯得格外重 要，因此，網路信任對於不同類型風險的效果，則需要更進一步探討。
本文在網路信任與網路滿意度之關係，是以網路滿意度對網路信任有 正向影響，但有些學者則認為是網路信任對網路滿意度有正向影響，如Blau (1964)依據社會交換理論指出，信任的評價會直接影響滿意度的感知
(Gwinner et al., 1998)。Szymanski and Hise (2000)認為需要更多在網路滿意 度驅使範圍的研究，特別是信任與滿意度的連結，因此，未來可以加以探 討網路信任是對網路滿意度產生影響，或是兩者是相互影響之關係。
目前有關於網路服務接觸的文章大多集中在探討B2C，未來的研究可 以延伸到網路B2B 的服務接觸，另外網路環境尚有像是 C2C 與 C2B 的經 營模式，這也可能會是新的服務接觸形式，例如Yahoo!奇摩拍賣，就是一 個值得探究的服務接觸形式。
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