第五章 結論與建議
第四節 未來研究建議
三 產品類型缺失
東西只做食品類別的酒類產品，未能探討其他類別產品，例如：3C 產品
、服飾配件或書籍等，因此外部效度降低，相對於電子商務市場五花八門的 品項，所得到的結論在一般化推論的能力上較為受限。
第四節 未來研究建議
一 選用其他類別產品
本研究僅以酒類產品做研究，而實際網路上的產品五花八門，建議可以 多嘗詴不同類產品為代表，以觀察實驗結果是否不同。
二 使用真實網友與好友的評價數量
本研究受限於時間、經費問題而未真實的使用好友及網友評價，為更真 實探討網友與好友口碑對消費者影響，建議未來研究者可使用真實情境，讓 受詴者更投入，來獲得受測者的真實態度與感受。
79
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