第五章 結論與建議
第五節 未來研究發展與建議
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到。
第五節 未來研究發展與建議
一、 抽樣樣本數宜多
非隨機抽樣取得的樣本若用來推論至母群體，產生偏誤的可能性較大，若根 據 lativ 國民服飾現有的 25 萬會員來做為母體計算，要達信心水準（confident level）
95％以及抽樣誤差（confident intervel）±3 百分點以內的狀態（本研究抽樣誤差為±
5 以內），需要達 1024 份的樣本規模。故建議往後以非隨機抽樣作為抽樣方法的研 究者，應該把抽樣的樣本數盡量提高，讓可能的偏誤盡量降低。
二、 問卷受詴者的差異性宜大
本研究問卷是以台大批踢踢實業坊（ptt.cc）電子佈告欄系統做為發放場域，
但是許多目標受詴者並沒有使用或在研究施測期間並沒有使用台大批踢踢實業坊
（ptt.cc）。建議往後研究者可以和研究個案的業者合作，直接讓研究者得以直接在 該業者的網站上進行問卷發放，或是在更多元的場域進行發放，盡量避免樣本的 結構因為問卷發放的場域受到影響甚至扭曲。
四、 研究方法宜多元
本研究質性研究方法部分採用深度訪談，建議往後的研究者或是業者（尤其 是業者）可以搭配多次使用焦點團體訪談的方式來深入了解消費者。無論是消費 者已經滿足的需求，或是尚未被滿足的需求，都可能因為研究方法的多元或是多 次的進行深度訪談和焦點團體訪談而被更深入更全面的了解。
‧ 國
立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y 參考資料
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95. Zeithaml, V. A., Parasuraman A. & Malhotra A. (2005). E-S-QUAL: A multiple -item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
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l C h engchi U ni ve rs it y 附錄一 前測問卷
lativ 國民服飾購物經驗
1.您是否曾在 lativ 國民服飾網站上購物：
□是 □否（勾此選項者請將問卷交還研究人員）
2.您最近一次在 lativ 國民服飾的消費日期距今：
□1 年以內 □超過 1 年（勾此選項者請將問卷交還研究人員 親愛的受訪者您好：
懇請您撥冗協助填寫此份「服務品質、知覺價值與顧客滿意度、顧客忠誠 度之關聯性研究」的學術研究問卷。這是一份以網路購物品牌 lativ 國民服飾為 個案研究的前測問卷，研究對象是購買過該品牌的消費者，研究目的是希望了 解 lativ 國民服飾「服務品質」、「知覺價值」、「顧客滿意度」和「顧客忠誠度」
之間的影響。
本問卷採匿名方式作答，僅供學術研究使用，請安心作答。您的熱心參與 將對本研究有莫大的幫助。再次感謝您百忙之中協助此學術研究，故先向您致 上衷心的祝福和感謝。
敬祝 萬事如意
國立政治大學廣播電視學系碩士班 指導教授：祝鳳岡 博士
研究生 ：何宥緯
e-mail ：98453012@nccu.edu.tw
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第五部分：基本資料 49.性別：
□男性 □女性 50.年齡：
□15 歲（含）以下 □16~20 歲 □21~25 歲 □26~30 歲 □31~35 歲
□36~40 歲 □41~45 歲 □46~50 歲 □51~55 歲 □56~ 60 歲
□61 歲（含）以上 51.婚姻狀況：
□單身（包含單身、離婚、喪偶） □已婚 52.現居地區：
□北部（宜蘭、基隆、台北縣市、桃園、新竹）
□中部（苗栗、臺中縣市、彰化、南投、雲林）
□南部（嘉義、臺南縣市、高雄縣市、屏東）
□東部（花蓮、臺東）
53.教育程度：
□國中（含）以下 □高中（職） □大學（專科） □研究所（含）以上 54.職業：
□學生 □家管 □軍公教 □工業、製造業 □商業、金融業 □服務業
□傳播媒體業 □電子科技業 □專業人士（醫師、會計師等） □自由業
□農、林、漁、牧、礦業 □待業中 □其他 55.個人帄均月收入：
□20,000 元（含）以下 □20,001~30,000 元 □30,001~40,000 元
□40,001~50,000 元 □50,001~60,000 元 □60,001 元（含）以上 56.在 lativ 國民服飾每次帄均購物金額：
□500 元（含）以下 □501~1,000 元 □1,001~1,500 元 □1,501~2,000 元
□2,001~2,500 元 □2,501 元~3,000 元 □3,001 元（含）以上
‧ 國
立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y 附錄二 正式問卷
lativ 國民服飾購物經驗
1.您是否曾在 lativ 國民服飾網站上購物：
□是 □否
2.您最近一次在 lativ 國民服飾的消費日期距今：
□1 年以內 □超過 1 年 親愛的受訪者您好：
懇請您撥冗協助填寫此份「服務品質、知覺價值與顧客滿意度、顧客忠誠 度之關聯性研究」的學術研究問卷。這是一份以網路購物品牌 lativ 國民服飾為 個案研究的問卷，研究對象是購買過該品牌的消費者，研究目的是希望了解 lativ 國民服飾「服務品質」、「知覺價值」、「顧客滿意度」和「顧客忠誠度」之間的 影響。
本問卷採匿名方式作答，僅供學術研究使用，請安心作答。您的熱心參與 將對本研究有莫大的幫助。再次感謝您百忙之中協助此學術研究，故先向您致 上衷心的祝福和感謝。
敬祝 萬事如意
國立政治大學廣播電視學系碩士班 指導教授：祝鳳岡 博士
研究生 ：何宥緯
e-mail ：98453012@nccu.edu.tw
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119
第五部分：基本資料 49.性別：□男性 □女性 50.年齡：
□15 歲（含）以下 □16~20 歲 □21~25 歲 □26~30 歲 □31~35 歲
□36~40 歲 □41~45 歲 □46~50 歲 □51~55 歲 □56~ 60 歲
□61 歲（含）以上 51.婚姻狀況：
□單身（包含單身、離婚、喪偶） □已婚 52.現居地區：
□北部（宜蘭、基隆、台北縣市、桃園、新竹）
□中部（苗栗、臺中縣市、彰化、南投、雲林）
□南部（嘉義、臺南縣市、高雄縣市、屏東）
□東部（花蓮、臺東）
53.教育程度：
□國中（含）以下 □高中（職） □大學（專科） □研究所（含）以上
□國中（含）以下 □高中（職） □大學（專科） □研究所（含）以上