本研究透過眼動追蹤的生理資料成功建立陳列式廣告結構特徵的動態程度 與視覺注意力之間的正向關係，卻因實驗控制的失準無法呈現動態特徵與廣告再 認正確率之間的因果關係。其次，本研究針對陳列式廣告結構特徵動態程度的研 究發現對真實陳列式廣告刺激物的預測力較差，僅因素之間的交互效果達顯著。
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推測這是因為研究者對陳列式廣告各項動態結構特徵交互作用的瞭解尚不明確，
對媒介訊息引發的注意力構成未知的變數。由於本研究在時間與物力上的不足，
僅能在實驗二中操縱有限的動態特徵項目，無法窮盡本研究分析出的所有特徵項 目。這項缺陷若無法解決，恐造成理論與現實脫鉤的困境。第三，眼動追蹤技術 在受測人口特質的偏差與實驗任務時間的限定，裨使本研究的實證資料取樣較為 受限，恐降低實驗結果應用到真實環境中的概推效力。
為了改善以上研究缺失，建議未來研究者可操縱更多動態特徵項目，甚至對 多項動態特徵的組合性效果進行實證研究，藉此拉近實驗刺激物與真實陳列式廣 告訊息的距離，提升資訊處理相關模式對陳列式廣告注意力的預測能力。其次，
為了避免真實廣告刺激物屬性（如品牌、涉入度、偏好度）對廣告再認表現的影 響，建議未來研究者可採用完全虛擬的品牌刺激物，如此既可去除既有偏好或記 憶的混淆作用，提升研究者測量依變項的純淨效果。第三，未來實驗者在進行傳 播媒體領域的眼動追蹤實驗時，須盡可能將實驗任務時間控制在三十分鐘以內為 宜，避免因為實驗參與者疲累造成的測量失準與樣本流失等操作層次問題。
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附 錄
附錄一：實驗一網頁刺激物範例
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