第五章、 結論與建議
第四節、 後續研究與建議
首先，本研究基於研究時間的緣故，尚有其他可能會影響廣告貼文的變數未 納入實驗中，例如：Facebook 在 2016 年針對貼文設計出不同的表情符號，除了 可以針對貼文按讚以外，更加入愛心、開心、驚訝、難過、憤怒的表情符號，因 此，可以探討這些表情符號的不同將會如何影響受測者的認知涉入、情感涉入及 品牌態度。第二，因為本研究僅針對女性粉絲作為研究對象，故未來可將男性粉 絲納入探討，並且比較女性與男性顧客之間對於廣告貼文的認知涉入、情感涉入 以及品牌態度之差異。此外，未來進行相關研究時，可以透過其他產品(例：3C 產品、遊戲等)來進行實驗設計，藉以了解此研究模型是否適用於其他產品上。
最後，針對同個品牌進行不同國家的問卷發放，比較之間的差異，藉以了解廣告 貼文設計以及廣告投放的準確性和因地制宜的產品需求。
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2. 動 腦 雜 誌 (2015) ，「 2014 總 廣 告 量 傳 統 媒體 轉 型 ， 新 興 媒 體 翻倍 」，
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附件一 (實驗情境)
1 正面目標框架×低度評論不一致
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2 正面目標框架×中度評論不一致
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3 正面目標框架×高度評論不一致
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4 負面目標框架×低度評論不一致
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5 負面目標框架×中度評論不一致
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6 負面目標框架×高度評論不一致
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49
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第三部分
1. 請問您平時是否有使用保養產品？
□有 □無
2. 請問您過去曾購買過「御顏堂的產品」幾次？
□完全沒有 □1~5 次 □6~10 次 □10~15 次 □16 次以上
第四部分
此部分主要詢問受測者身分資料，以下資料皆不具名，只為抽獎使用，謝謝 3. 性別？
□男 □女 4. 年齡
□18 歲以下 □19~24 歲 □25~29 歲 □30~34 歲 □35~39 歲 □40~44 歲
□45~49 歲 □50 歲以上 5. 學歷
□高中、高職(含)以下 □專科、大學 □研究所以上 6. 薪資
□10000 元以下 □10001~20000 元 □20001~30000 元 □30001~40000 元
□40001~50000 元 □50001 元(含)以上 7. E-mail：__________________________