研究限制及後續建議

第五章結論與建議

5.4 研究限制及後續建議

1. 本研究僅以 3C 消費性電子產品製造業作為研究對象，但不同企業、不同產業其危機事件類型皆會有差異。因此建議未來研究者，可針對不同產業進行研究及分析，

利用不同的產業以便了解當危機事件時，所應採取的補救方式對於補救結果及品牌態度是否有差異。

2. 本研究僅以台灣的 3C 產品使用者進行討論，所獲得之資訊皆僅限於台灣。本篇研究之內容是否適用於其餘國家或在不同文化影響下是否有相同的結果，未來研究者皆可針對此些進行更深入的研究。

3. 本研究所設定之危機事件屬於產品危機事件，所以第二階段問卷使用實驗設計法，

而自行虛擬危機的狀況，但相同補救措施，可能因不同危機狀況而產生不同的結果，

此點未來研究者可進行改善。

4. 本研究在探討危機事件與不同補救方式對顧客滿意度影響時，只衡量顧客對該情境與服務補救是否滿意的直覺反應，因此忽略了顧客是否曾有過相似經驗或是受到過去經驗好壞的影響，未來研究者可採取調查法(survey)，以了解顧客實際遭遇失誤

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網頁部分

附錄 1－第一階段問卷

 基本資料一、性別：

□男 □女二、年齡：

□20 歲以下 □21-25 歲 □26-30 歲 □31-35 歲 □36-40 歲 □41-50 歲

□51-60 歲 □61 歲以上三、職業：

□學生 □軍公教人員 □金融保險業 □服務業 □資訊業／電子製造業

□一般製造業 □農林漁牧業 □營建／工程 □其他：＿＿＿

四、平均月支配所得：

□20,000 元以下 □20,001-40,000 元 □40,001-60,000 元

□60,001-80,000 元 □80,001-100,000 元 □10 萬元以上五、目前使用手機品牌：

□Samsung □Apple □Sony □HTC □華碩 □其他：＿＿＿＿

六、有曾經使用過三星任何產品嗎：

□否 □智慧型手機 □平板 □穿戴裝置 □電視 □藍芽音響

□家庭劇院 □冰箱 □洗衣機 □吸塵器 □相機 □其他:＿＿＿＿

親愛的先生小姐您好：

非常感謝您的熱心參與。這是一份調查消費者行為的研究問卷，本研究旨在探討「３Ｃ消費性電子產品製造業危機補救方法對品牌態度之影響」。

本問卷僅供學術研究之用，所有資料將絕對保密，請安心作答。感謝您的協助與合作，敬祝

身體健康，萬事如意！

東吳大學企業管理學系碩士班指導教授賈凱傑博士研究生李欣霈敬上 Email : [email protected]

情境一

情境二

附錄 2－第二階段問卷

 基本資料一、性別：

1. □男 2. □女二、年齡：

1. □20 歲以下 2. □21-25 歲 3. □26-30 歲 4. □31-35 歲 5. □36-40 歲 2. □41-50 歲 7. □51-60 歲 8. □61 歲以上

三、職業：

1. □學生 2. □軍公教人員 3. □金融保險業 4. □服務業 5. □電子製造業 6. □一般製造業 7. □農林漁牧業 8. □營建／工程 9. □其他：＿＿＿

四、平均月支配所得：

1. □20,000 元以下 2. □20,001-40,000 元 3. □40,001-60,000 元 4. □60,001-80,000 元 5. □80,001-100,000 元 6. □10 萬元以上五、目前使用手機品牌：

1.□Samsung 2. □Apple 3. □Sony 4. □HTC 5. □華碩 6. □其他：＿＿＿＿