未來研究方向

一、個人相關變數與情境變數之影響力

這份研究中雖成功利用人際吸引力的架構將溝通雙方同時納入顧客互動議 題的探討中。但還是有許多面向是本研究未考慮到的。除了外表吸引力、他人評

價以及背景的相似性，態度的相似性亦是人際吸引力的重要影響變數。而Tomb &

McColley（2003）所提出的社會服務場景模型中，則認為服務場景的人數、購買 情境（團體或個人）會對顧客情感反應產生影響。另外如個人相關之心理變數如 自尊、內、外控個性等以及人口統計變數亦是本研究未多做著墨的，若將這些變 數納入模型中檢驗，或許能夠對服務場景中的人際互動有更進一步的了解。

二、研究範圍的延伸

本研究的兩個實驗分別以飯店與服飾零售商為場景做研究情境，探討消費者 購買前的資訊搜尋受顧客互動的影響。購後的顧客互動行為是否也會對消費者的 滿意度產生影響是一個值得更進一步研究的議題。

除了縱向的擴展，顧客互動議題之研究也必須從橫斷面來展開。第一、在現 實社會中，顧客互動在眾多服務產業裡扮演著不同的角色。它可能是不可或缺的 的服務核心，例如遊學團、外語會話班、體育賽事等；也可能是因為隱私的訴求 而要盡量避免，如自動提款機。因此，顧客互動在不同服務中可能對消費者的滿 意度產生不同的變化，值得研究者做更進一步的探討。第二、顧客互動性質上的 差異或許也會對消費者產生不同的影響。在過去研究中以惡質顧客行為與口語互 動行為中的資訊性影響為大宗，然而其他顧客或許在某些服務中扮演更關鍵的角 色，而對消費者的服務品質產生直接的影響。因此建議未來的研究者可朝上述兩 方面多樣化發展，讓顧客互動的模式更能夠一般化。

最後，本研究之情境雖然包含消費者網路上資訊搜尋，但虛擬世界的顧客互 動已隨著科技的進步而日益多元，線上遊戲、網路拍賣、社群互動、即時通是台 灣目前相當盛行的網路活動，若能夠針對這些互動形式加以研究，將更能夠了解 顧客互動的相關議題。

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在文檔中 人際吸引力對服務場景中顧客互動之影響 (頁 91-121)