研究建議 - 以動態網絡分析探討網路社群口碑與購買態度之關係：以批踢踢nb

此處回應上一小節研究限制的部分，試圖提出一些未來研究建議。由於結構—行為共變模型過去均應用在小規模實體社群中，本研究首次將其套用在虛擬社群上，因此關於模型的適用、樣本的抽取、測量時間區間的訂定、遺漏值的處理等，還有很多問題尚待解決。未來建議先套用在較小規模的虛擬社群中，小規模的社群成員較固定，可以避免網絡成員流動量太大，樣本難以抽取的問題。小規模的社群網絡成員數量也較不會超出SIENA 的軟體限制，網路問卷的發送與催繳都較為方便，回收率也會提高。此外，本研究透過網絡分析的觀點，關心關係的頻率、強度等互動的「模式」對個體行為的影響，未來可以加入互動的「內

容」，除了檢視互動內容對行為態度的影響，也可以觀察板友們所關心的議題。

在行為與態度測量方面，建議選定特定品牌、品類的看板如蘋果買賣板

（Macshop）、SONY 專屬的看板等討論特定品牌或產品的看板做為研究對象，

或是選定熱門看版的特定討論主題，如針對電腦購買板先前Dell 下標事件的討論串進行研究，將行為與態度限定在特定主題上，可使態度與行為的測量更加明確。此外，考慮回收率的問題，為了避免因遺漏值過高而導致測量變項無法採用，

建議盡量使用量表的方式測量，將變項視為連續變數，在後續的資料處理上空間較大。

測量的時間方面，建議進行更長期的觀察。造成態度改變的原因有很多，本研究為了確保網絡成員並非受到其他外在因素影響而造成態度改變，因此將測量的時間區間定為一個討論議題開始到結束的時間約2 天。進行更長期的觀察有助於觀察網絡成員的互動模式、追蹤態度與行為的改變，更能釐清影響與選擇之間的效果，並且找出更適合的測量時間區間。

另外，由於本研究目的是測量網路口碑對於消費者購買行為態度之間的關係，未來建議可以在行銷活動正在進行的期間，如新型筆電上市的活動宣傳期，

進行看板互動、討論內容、消費者行為以及市場銷售數字的觀察，有實際宣傳活動與銷售數字的配合，能夠進行效果的研究與預測，也更能夠檢視網路口碑做為一種行銷工具，其效果究竟如何。

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在文檔中以動態網絡分析探討網路社群口碑與購買態度之關係：以批踢踢nb_shopping板為例 (頁 79-104)