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
對於後續欲研究相關議題的研究者提出以下建議：
1. 採用其他產品、消費者類別變數
除了依據產品使用情境區分為公開性消費及私人性消費產品外，尚存有其他 重要的產品特性會使口碑效果對消費者的影響產生重要改變，需要進一步分析與 討論。例如產品特質屬於高涉入或低涉入性、產品類型屬於功能性或是娛樂性等；
另外，消費者特質的分類亦不只有外在或內在自我意識之別會對口耳相傳效果產 生影響，例如消費者尚可區分為專家型或一般型、或消費者是否有高獨特性 (Uniqueness)的需求等。以上皆可能會對口碑效果產生干擾效果，而使結論有不 同的可能性。
2. 加入其他干擾變數作為探究
除了發訊者、訊號、接收者三種變數之外，亦可再納入傳播途徑、網路行為 消費者在傳遞發生處的網絡關係等陎向進行探討，以求進一步了解其他可能之干 擾構陎，洞悉網路口碑效果的完整輪廓。
3. 擴大研究範圍，涵蓋更多的人口統計變項
本研究由於受限於時間、金錢考量而無法對消費者作出全陎性的抽樣調查，
建議後續的研究者可擴充調查範圍，納入更多種年齡層、職業別、教育程度等，
檢視口碑影響在各種類別區隔中是否會產生不同效果。
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105. 邱恬憶（民 99）。網路正負評與消費者產品知識對網路口碑可信度之影響─
以開箱文為例。國立政治大學國際經營與貿易學系研究所碩士論文，未出 版。
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附錄一 公開性消費產品*正陎網路評論
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附錄二 公開性消費產品*負陎網路評論
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附錄三 私人性消費產品*正陎網路評論
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附錄四 私人性消費產品*負陎網路評論
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附錄五 研究問卷
親愛的先生/女士您好：
這是一份探討消費者對產品評論看法的學術研究問卷，想要了解您對網路產 品評論的看法。您所提供的寶貴意見，僅作為學術研究的重要資料參考，絕不對 外公開。在此，希望借重您的經驗，提供相關意見，俾便彙整成論文，以供學術 參考。您的協助將對本研究有極大助益，感謝您。
本問卷僅需花費約 10 分鐘即可完成，不會耽誤您太多時間。
本研究單位視最後搜集問卷量而定，將從填答完整的「有效問卷」中抽出 16～20 位左右的受測者，致贈 200 元面額的統一超商商品卡作為獎品。中獎率必維持 10%
左右，希望各位踴躍參加。後續抽獎事宜會採公正、公開並兼有公正第三者監督 的方式進行抽獎，再以電子郵件通知中獎者，請安心填答。
敬祝您
身體健康 事事順心
國立政治大學 國際經營與貿易研究所 指導教師：邱志聖教授、溫偉任教授
研究生：施得琪
以下商品評論內容主要為某消費者在進行商品採購前，欲對列入採購清單的某一 型號作更深一步的了解，因此在網路上搜尋到其他消費者發表有關此型號商品的 評論。
為研究客觀因素，因此廠牌與產品型號皆修正為虛擬，請受訪者注意商品評論內 容即可，無需猜想廠牌名稱。
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□2,000以下 □2,001～4,000 □4,001～6,000 □6,001～8,000
□8,001~10,000 □10,001～12,000 □12,001～14,000 □14,001以上 6. 原居住區域：□北部 □中部 □南部 □東部 □其他