第五章 結論與建議
5.4 未來研究方向建議
針對上述的研究限制，將提出以下幾點的未來研究方向建議，供後續研究者做為 參考。
(1) 實驗設計方法：
由於消費者在回溯的過程中，可能會因為記憶模糊的關係而導致填寫的問卷結果 有所誤差，為了避免發生類似問題，本研究建亦可以採用實驗設計法來進行相關研究，
以情境設計的方式讓受測者填答問卷，或許可以藉此改善回溯法的缺點。
(2) 個案研究方法：
建議後續研究能夠採用個案研究的方式來進行深入探討，因為影響消費者的購買 決策因素甚多，需長期的追蹤與觀察，可利用個案研究詳細記錄與深入分析影響消費者 的購買決策因素為何。
(3) 加入其他變項：
由於影響消費者購買決策因素甚多，除了本研究採用的消費者的網路口碑搜尋態 度、網路口碑品質以及留言者專業程度，分析此三個變項對消費者購買決策的影響，並 加入消費者產品涉入程度以及消費者自信心程度做為干擾變項之外，亦有許多變項可以 做為探討網路口碑對消費者購買決策的影響。因此建議後續研究可繼續加入其他變項來 深入觀察其間所產生的影響，再與本研究結果進行比較。
(4) 針對特定族群、產品或價格：
本研究在問卷設計時，並未設限受測者須以某一項產品的購物經驗來填寫，可能 會造成研究結果對某單一產品不適合，或是成效不佳，因此，如果往後的研究者欲探討 此類的研究時，可以將產品範圍縮小，或是限制單一產品來設計問卷，或許成效較為明 顯。亦可依產品價格作為區分，探討高價位的產品與低價位的產品，其網路口碑的影響
77
力是否有所差異，而消費者的購買決策是否會因此而受到影響。
此外；由於本研究只於優仕網上發放問卷，可能會造成代表性不足的問題，因此 建議能夠依特定的族群來收集問卷，針對單一族群來做分析，之後比較其族群間研究結 果的差異性。
(5) 從企業角度分析：
本研究以消費者的角度來探討網路口碑對其購買決策所造成的影響，但鮮少有研 究是以企業的角度來觀察網路口碑所帶來的影響，企業所觀察到的角度與消費者所觀察 到的應該會有所不同，因此建議後續研究能夠針對企業的角度來進行探討，並分析其結 果與本研究所觀察到的結果有何差異性。
(6) 網路廣告與網路口碑的差異：
網路口碑是以消費者的角度對產品的知覺後，進而在網路上散播其感想；而網路 廣告則是以企業的角度對產品的知覺後，進而在網路上散播。一個是以消費者的角度，
另一個則是以企業的角度，同樣是在對產品知覺後，進行散播的行為。但其兩者觀察到 的結果或許有所不同，因此建議後續研究能將兩者同時進行分析，進而比較其兩者對消 費者購買決策的影響有何差異性。
此外；網路的匿名性造成消費者難以辨別此留言是由其他消費者所留言的口碑訊 息，或是企業偽裝成消費者來散播對自己企業有利的產品口碑訊息。因此；要如何分辨 網路口碑是否真的是由消費者所留言的口碑訊息是值得深入探討與調查的。
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