第五章 討論與建議
第四節 研究展望
（一） 實驗設計之拓展
後續研究者可將「單獨使用圖片」做為呈現後場資訊的方式之一，妥善設計 用以呈現後場資訊的圖片，使受測者能正確知覺到圖片的資訊為後場資訊，如此 便能完整地比較「不提供後場資訊」、「以文字提供後場資訊」、「以圖片提供後場 資訊」以及「同時以圖片與文字提供後場資訊」對各項依變數的效果；另外，亦 可比較以平面廣告與電視廣告呈現後場資訊時之差異，致使研究設計更趨完整。
（二） 研究議題之深入
在探討無形性與知覺風險之眾多文獻中，許多學者提出了相關的調節變數，
例如消費者的知識與經驗、消費者可接受之風險程度等等，後續研究者可在「後 場資訊—無形性—知覺風險」的關係中，加入適當的調節變數，對此議題進行更 深入而完整的研究。
本研究經因素分析後發現，無形性之構面數目為二構面，與 Laroche, Bergeron, and Goutaland (2001) 之三構面不同，而原因可能在於其心理無形性與一般性實 為因果關係，而非無形性之不同構面。後續研究者可針對其心理無形性與一般性 之關係進行深入探討，以助釐清並確認無形性之構面。
（三） 研究範圍之拓展
本研究關注之焦點在於提供後場資訊是否能有效降低消費者對服務的無形 性知覺以及各種知覺風險，而學者們已研究證實知覺風險之高低將影響消費者搜 尋更多資訊的意圖，以及潛在顧客的購買意圖，後續研究者可將這些變數做為研 究之依變數，檢視「提供後場資訊」對前述之變數是否具有直接效果，進一步拓 展「後場資訊—無形性—知覺風險」之架構。
在研究對象產業方面，目前服務業行銷之研究對象仍多以餐飲業、飯店旅 館、理髮業、維修業等等行業為主，後續研究者可針對台灣常見的娛樂業（例如 劇團）與專業服務（醫療、法律或顧問服務）等行業進行研究探討，以利更多相 關業者得以從研究中獲益。
另外，後續研究者可增加抽樣對象之職業與年齡層，檢視各職業與年齡之受 測者對「提供後場資訊」的各項效果是否有所不同，豐富此議題之研究內容與發 現。
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相關網站
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附錄
附錄一：研究設計之廣告基本樣式
補習班 遊樂園
附錄二：研究設計之後場圖片
補習班遊樂園
附錄三：本研究「補習班，以圖文提供後場資訊」版本之問卷
假設您目前就讀學校的畢業條件之一，是必須通過英語能力檢定，達到托福
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