第五章 結論與建議
第四節 未來研究建議
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二、本研究並未針對某一化妝品項目進行研究或是分類，但化妝品產品類型很繁 雜，各類型產品以及特性會有其差異，因此在分別探討的情況下，或許可以發現 更多影響因素，畢竟影響消費者購買時的決策因素實在太多，雖然礙於時間以及 人力等等限制，但本研究結果可能需要再以某些特定化妝品類別加以驗證，以求 更精確的研究成果。
三、由於受到時間以及人力上的限制，本研究並未檢驗是否有其他的干擾變數，
以及關於知覺風險的部分，風險各構面間的題項內容，不一定在化妝品購買中能 精確的表達所要傳達的意義。
第四節 未來研究建議 一、研究對象
本研究僅就網路問卷的方式，無法擴及所有的消費者群體，且因為時間的關 係，樣本數僅接近 200 個，建議後續研究者可以透過實體問卷、隨機抽樣或與實 體化妝品銷售通路合作等等各種不同的方式，降低調查在行業別、年齡層及樣本 數收集上的限制，並藉此回饋整個化妝品產業消費者的實質意見，使樣本更具代 表性。
二、研究方法
本研究採用大量樣本的問卷研究，後續研究可以考慮採用深度訪談或是長時 間觀察消費習慣，以及焦點團體座談等等研究方法，以探討消費者購買行為真正 深層影響之詳細的原因，如此可望比使用結構化問卷獲得更廣泛的資訊。
此外，由於時間、經費以及人力等等，因此本研究並未探討化妝品種類的差 異，以及對於從眾因素的研究不夠完整，未來研究可以針對特定化妝品種類做進
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一步的探討或是加入其他從眾的特性，比方說：睫毛膏和粉餅從眾程度的差異性 或是兩種化妝品的消費者之所以從眾的原因是否不同，建議未來研究可以加入環 境特性、群體特性等等對從眾行為的影響來作為考量依據。
三、再購意願以及知覺風險
本研究僅研究從眾行為以及購買意願之間的關係，但從眾行為對購買的影響 的不一定僅有購買意願，未來研究可以往從眾行為是否會影響消費者之再購意願 做進一步的探討。此外，本研究將知覺風險分為五個構面，但未來的研究可以嘗 試其他的分類方法，合併某些風險或是加上本次研究未加入的風險，或是改變其 問卷設計使用的參考量表，或許可以減少一些翻譯語意混淆或是難以判斷的情形 表，例如：加入時間風險等等本研究未加入的風險，或是合併社會風險以及心理 風險，對化妝品從眾購買的解釋也許會有不同的觀點。
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