第五章 結論與建議
第三節 後續研究方向
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我效能高或是自我效能低的消費者來說，都是相當重要的。
第二節 研究限制
本研究因時間和成本的因素，雖力求研究過程客觀嚴謹，但在整體研究上仍 未能盡善盡美，以下是本研究的所面臨的研究限制：
一、 情感性價值量表
情感性價值量表為本研究參考自 Sweeney and Soutar (2001)翻譯並潤飾而來，
也許是經過翻譯或是語言差異的關係，敘述未能完整原意傳達。而也可能是 App 商品與傳統產品的差異，量表必須重新設計。由問卷量表檢測中，資料分析顯示 量表品質似乎不夠完美，經濟性價值和情感性價值的 AVE 未達 0.5。
二、研究樣本的分布
因無法執行隨機抽樣的情況下，本研究以立意抽樣方式抽取樣本，雖涵蓋國 內知名調查機構公佈之 App 下載主力族群，本研究樣本的性別、年齡與職業仍 是相對集中，網路問卷之填答者多為學生族群。
第三節 後續研究方向
本研究中發現，Sheth et al.(1991) 所提出消費價值之間彼此獨立的假設，可 能並非完全正確，因本研究的主要目的為了解消費價值對於下載意圖關係的影響，
本研究並未對消費價值間的關係作進一步的探討，未來研究可以檢驗不同消費價
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值之間是否有其他關聯性。
本研究針對消費價值影響下載意圖的關係，進行研究與探討。然而，對於影 響消費價值的因素並未深入研究。未來研究可以推測影響消費價值可能的因素並 測量之，使模型架構更加完善。
本研究將下載 App 議題視為一種消費選擇，故以關於消費者行為中的消費 價值理論來探討 App 下載意圖，未來研究可以嘗試從不同角度來探討 App 的下 載意圖。
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