未來研究方向

本研究對於未來的研究上仍有以下建議研究方向。首先在建立品牌關係模式研 究中可增加調節變數，例如：地區別、產品關心度，產品知識或顧客關係傾向來延伸 研究結果。第二，本研究針對建立品牌關係模式研究是以兩個地區獨立檢定再加以比 較，未來對於跨文化之結構模式得以兩階段步驟之不變性檢定方法(Invariance Test) 加以比較(Yoo and Donthu 2002)。第三，對於探討因果關係之品牌關係建立模式之研 究變數採用因果時序前後之問卷施測安排。第四，未來研究針對正準相關分析中，宜

依照 Sharma(1996)提出將樣本隨機分割為兩個樣本，再針對分割後之次樣本觀察其結 果，以解決權重的不穩定(Weight Instability)之問題。第五，本研究針對品牌體驗 與品牌關係之影響分析中採用分別針對台北與上海樣本進行階層廻歸分析，再觀察分 析其結果。未來研究可以將地區當做預測變數(虛擬變數)，然後觀察地區對品牌關係 之影響，同時檢視地區及個別體驗(感官、情感與思考)與共享體驗(行動與關聯)是否 對品牌關係構面及品牌關係品質有交互影響效果。第六，未來研究可檢視不同體驗類 型的組合(個別搭配共享體驗或個別與共享體驗型式內之搭配)實驗設計來觀察品牌關 係、品牌忠誠度與價格溢酬水準的影響如何。第七，同時本研究在實證上只選擇咖啡 店做為探討,此結果是否能複製至其它產品或是其它西方世界國家，仍待後續實證研究 驗證。最後,我們在研究中只針對單一體驗型式及如何強化負面的感官體驗對品牌關係, 品牌忠誠度及價格溢酬的探討，未來研究上仍可探討當情感、思考、行動或關聯體驗 表現不佳，如何使用不同之體驗型式加以改善。

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