第五章 結論
第三節 未來研究建議與限制
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第三節 未來研究建議與限制
拓展模式之應用原是以決策過程與行為分類為主要的驗證內容，
本研究改以因果關係之論述，蒐集實證資料支持拓展模式之前因與鑲 嵌度適合用於解釋消費者環保行為的變化。然而，本研究內容尚未證 實消費者在環保產品購買決策中，會依照理論中所敘述之決策過程，
經歷衝擊事件、環保心像違背或非環保產品搜尋與評估等步驟，以 DP1~DP4 所陳述之內容引起放棄綠購買行為。未來研究可採用決策 科學方法，如約略集合理論(rough set theory)，蒐集消費者放棄購買 環保產品決策之原因，測試與拓展模式中各決策路徑之對應關係是否 成立。
另一方面，本研究在發展衡量題項的過程中發現，消費者環保行 為鑲嵌度的衡量容易混淆反映性衡量題項與形成性衡量題項，未發現 此現象之研究者可能因為欲提升構面信度而刪除題項使效度降低 (Mackenzie, 2001)。例如，具明確性的產品相關環保行為鑲嵌度，可 能是影響整體環保行為鑲嵌度的形成性因素，而非反映性因素。理由 在於消費者對於不同產品的鑲嵌度可能皆存在差異，而整體產品相關 的環保行為鑲嵌度是由這些各自不同的產品所組成，非由整體產品相 關的環保行為鑲嵌度反映在各個產品鑲嵌度上。因此，本研究建議採 用 Crossley et al. (2007)之論點，以較具一般性與整體性的衡量指標做 為構面之反映性衡量題項，避免在構面中誤將形成性衡量題項設計為 反映性衡量題項。
然而，同時將反映性與形成性因素納入分析，可增加構面的變異 量，使型一過誤(type I error)或型二過誤(type II error)發生的機率減少。
以本研究之設計而言，消費者環保行為鑲嵌度被視為研究架構中的外
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生變數(exogenous construct)，不完整的外生變數衡量，將造成模型界 定偏誤(misspecification)的狀況使型一過誤增加，即容易誤判部分不 具影響力但卻被分析結果接受的影響前因(MacKenzie, Podsakoff, and Jarvis, 2005)。所幸消費者環保行為鑲嵌度對於各個因素的影響力與 顯著性皆非常強烈，影響力絕對值皆大於 0.50 且發生型一過誤的機 率極低(p<.001)，故型一過誤在本研究分析結果中並非主要議題。但 仍建議後續研究能針對可能的形成性因素進行衡量題項發展，使分析 模式更為完善，並更準確的衡量出因素間影響關係。
研究領域部分，後續研究亦可以進一步將此雙重路徑觀點之消費 者環保行為決策模式應用於不同購買情境(如購買無實體商品的服務) 或不同環保行為(如回收、節能等其他環保行為)之議題，探討本研究 所提出之理論模式是否適合用於其他研究議題。
其他研究限制如自填式量表的使用容易產生共同方法變異問題 (Podsakoff and Organ, 1986; Podsakoff et al., 2003)、環保議題容易產生 社會期許影響(Zinkhan and Carlson, 1995; Rice et al., 1996; Mostafa, 2007; Roper and Parker, 2008; Lee, 2009)與構面衡量明確性(Rice et al., 1996; Roberts and Bacon, 1997; Rokka and Unsitalo, 2008)等潛在研究 限制。本研究分別利用單因子模式檢定、社會期許偏相關控制與明確 性衡量題項之發展，排除過去文獻中最常被討論且重要的可能研究限 制，使研究結果能建立在一個更嚴謹的科學方法之上，提供後續研究 更有說服力與理論基礎的實證研究結果。此外，後續研究可以考慮以 縱向(longitudinal)研究法進行研究設計，在不同時間點蒐集樣本的態 度與行為資訊，分析態度對於行為的因果關係模式，以解決橫斷面 (cross-sectional)研究同可能存在的研究限制。
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最後，在本研究的研究結果中，消費者環保知覺效能對於綠購買 態度的直接影響未獲得支持，未來研究可針對此二因素間之關係進一 步討論。可能討論的研究方向包括，將消費者環保知覺效能的衡量明 確化，以消費者對於特定環保產品的知覺效能進行衡量，並將知覺效 能的內容區分為效能預期(efficacy expectations)與結果預期(outcome expectations)(Bandura, 1977)兩個子構面，分別討論其對於特定產品之 綠購買態度的影響。此外，消費者對於環保議題或環保產品之涉入程 度(involvement)在過去研究中亦曾被討論其對於綠購買態度或意圖 的 影 響 (Schuhwerk and Lefkoff-Hagius, 1995; Schuhwerk and Lefkoff-Hagius, 1995)，因此可以推測消費者對於該環保產品之涉入程 度可能中介或干擾消費者環保知覺效能與綠購買態度之關係，建議後 續研究可增加消費者環保涉入度對於其他因素的影響效果討論，使因 素間之關係更為明確。
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