第五章 結論與建議
第四節 未來研究建議
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第四節 未來研究建議
本研究在多重通路購物模式行為下，專注於官方網站購物態度對多重通路購 物模式之影響。也僅研究專屬資產對官方網站購物態度及購物意願之影響，未來 可以加入更多變數研究何種因素會對專櫃化妝品官方網站購物態度造成影響。進 而透過該因素影響消費者對官方網站購物之態度。
本研究的忠誠度由消費者主觀認定，未來也可以嘗試和專櫃化妝品公司合 作，並由其提供會員及非會員進行調查，進一步研究各變項對實際忠誠顧客，如 VIP 會員之影響，及忠誠顧客對官方網站購物之態度以得知其對多重通路購物模 式之購物意願。
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立 政 治 大 學
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Na tiona
l Ch engchi University
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參考文獻
中文資料：
資策會 MIC 經濟部 ITIS 計畫，2008 資訊服務產業年鑑。
中文書目：
邱志聖，策略行銷分析-架構與實務運用，二版，智勝文化，民國九十五年。
中文文獻：
盧韋芊，由實體通路搜尋到虛擬通路購物知消費者道德觀與態度之研究，政治大 學國際貿易研究所未出版碩士論文，民國九十六年。
黃珮婷 ，顧客滿意度與顧客忠誠度之關係－交易成本理論觀點，政治大學國際 貿易研究所未出版碩士論文，民國八十八年。
莊旻潔，消費者專屬資產量表之發展與應用，政治大學國際貿易研究所未出版博 士論文，民國九十八年。
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Ι. 請教您對過去三個月內最常使用之專櫃品牌(以下簡稱該專櫃品牌)的看法。