第五章 結論與建議
第四節 研究展望
一、 研究範圍之擴展
不同服務產業的行銷訊號，可能會因產業和服務的特性而有所不同，不同服 務產業，消費者所考慮的變數可能也會有所不同，即使是飯店業，也可能因各地 的旅遊消費習慣不同，而使得低導入價格的效果受到影響，因此未來研究可擴展 研究的產業範圍，詴圖找出各產業影響的因素，或是各產業之間的異同點。
二、 研究變數之擴展
本研究找出了會影響低導入價格與消費者知覺之間關係的兩個變數：競爭者 價格資訊以及成本資訊，然而是否還有其他的變數會影響消費者知覺的判斷，還 有待未來的研究者去發掘。Briswas and Blair(1991) 提出「參考價格」乃消費者 接觸到產品訊息時，所會聯想到的任何價格，因此除了本研究提出之競爭者價格 資訊之外，消費者可能也會聯想到其過去的記憶價格，因而對品質知覺產生影響。
除此之外，現今的消費者已較不會受到服務廠商的價格折扣的直接影響，以 旅遊業為例，許多消費者在決定住宿的飯店時，往往都會先上網搜尋各飯店的評 價，即使是新開幕的飯店，也可能會有其他網路使用者對其做出評論，或者是推 薦其他不錯的飯店，不論該網路評論是否真實，消費者往往都會受到這類網路資 訊的影響，因此網路的資訊也會成為消費者的參考資訊之一，未來的研究也可以 詴著將這類變數放入訊號理論的架構中探討。
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三、 相關網站
經濟部統計處，2007，http://2k3dmz2.moea.gov.tw/GNWEB/default.aspx 中華民國統計資訊網，2006，http://www.stat.gov.tw/mp.asp?mp=4
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以下是國內知名旅遊雜誌 Kenting Walker 的專題報導，請您在詳閱之後，回 答後續的問題。
【Kenting Walker 2008 墾丁住宿大賞】
國內建築業者南洋建設在本業有成，跨足投入飯店業市場，目標鎖定墾丁地
7000~12000 元左右；高貴不貴的中價位特色旅館，價位則大約 3000～4000 元；
以及俗又大碗的低價位溫馨民宿，價格從 800～2000 元不等。南洋建設的「陽光
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1. 我將來可能會再度住宿陽光旅店 2. 我可能會將陽光旅店推薦給朋友 3. 若再一次決定是否消費陽光旅
店，我會有相同的決定