第五章 結論與建議
5.3 研究限制及後續研究建議
礙於有限的時間與成本，可能存在以下幾項研究結果或方法上的限制：
（一） 抽樣方式
本研究是採便利抽樣的方式進行，主要來源是先經由社群管理者之同 意，於社群討論區中發文邀請填寫訊息與線上傳訊留言方式取得，次要是以 滾雪球方式，以研究者所認識有參與該社群之友人代為向其他成員發放，故 受訪者多屬於比較活躍的品牌社群成員，因此無法了解其他成員對於研究結 果是否具影響力。
（二） 研究對象
由於研究對象是針對電玩主機與線上遊戲的品牌社群做探討，受限於時 間與成本的資源不夠充足，無法再針對其他產業之社群加以區別比較，因此 在解釋其他非電玩產業的社群時，需抱持謹慎之態度並進一步的再研究。
（三） 問卷作答品質難以監控
本研究是以網路問卷與滾雪球形式來發放，因此無法監控填答人在作答 時的實際狀況，其中在逐筆檢視問卷的過程中也發現有許多明顯草率回答的 狀況，而造成無效的樣本，這部份的無效樣本數達 8.3%，雖已盡量刪除無效 問卷，但仍可能有非參與本研究指定之品牌社群成員參與填答的情形。
（四） 品牌社群特性的定義
在研究架構中，品牌社群的特性主要是以三個變數來衡量－科技接受 度、品牌社群整合與參與社群活動之收穫來描述與社群認同的關係，然而卻 不見得能反應社群特性的全貌。
5.3.2 後續研究建議
（一） 品牌社群類型變數之改善
在品牌社群類型的變數上，本研究是採用二元變數（即官方或非官方社 群）來衡量，後續的研究可站在社群營運機制的觀點，以消費者參與建製與 管理品牌社群的程度，並以尺度型的變數作為衡量方法。
（二） 質化的研究方法
本文主要是使用量化的方式進行研究，若能對社群成員進行深度訪談或 焦點團體的質性研究，將能從參與社群的使用者身上獲得更多其他的資訊，
這也是目前國內的研究較缺乏的地方。
（三） 增加研究不同產業類別
本研究只有檢驗電玩娛樂產業的社群現象，雖然已跳脫過去圍繞在汽車 社群的研究，但是品牌社群的應用是相當廣泛的，未來仍可朝向更多元化的 產業別去探討，像是美妝保養社群或籃球職棒的運動俱樂部等，如此將能更 一般化品牌社群的營運機制理論。
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附錄
13. 我願意與其他擁有這個品牌產品的人交換心得意見
33. 我願意遵守社群的規範