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（三） 未來研究
本次的研究在中介變項的選擇上只採用了：相似性、可愛感受及同理心，但 影響擬人化動物廣告之效果的可能原因還有很多，例如：廣告中動物的行為表現 是否和該產品利益有連結，或只是單純的做情感訴求以增加消費者喜好度，也可 能是消費者在觀看廣告及評估廣告時會關心的重點。因此建議未來學者可以此為 中介變項，做進一步的研究。
第三節 研究限制
（一） 樣本選擇
本研究以大學生做為研究對象，尚不足以代表全體消費者的狀況，且招募時 提供了現金 100 元做為參與實驗之誘因，因此招募到之受詴者可能會偏向具有某 種人格特質的人群，進而影響到本研究結果之外在效度。
（二） 研究方法之限制
本研究採用實驗法，雖然可以做到精確的控制，但實驗環境和真實閱讀廣告 之情境仍有很大的差異，因此在結果之外推性上仍需小心注意。
（三） 實驗物的設計
由於研究者的合成技術和業界之專業人士仍有落差，並且因考慮到實驗操弄 需要，實驗刺激物仍不足以和現實中廣告之專業、美觀性相提並論，可能影響到 研究結果是外在效度。
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參考文獻
一、 中文部份
山田理英（2000）。《如何製作有效的帄面廣告》。台北：滾石文化。
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余淑吟（2004)）。＜非真人角色運用於電視廣告之內容初探＞，《設計學研究》，
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Stafford, L., Dainton, M., & Haas, S. (2000). Measuring routine and strategic relational maintenance: Scale revision, sex versus gender roles, and the
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prediction of relational characteristics. Communication Monographs, 67(3), 306-323.
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Sex differences and similarities in communication (pp. 19-40). Mahwah, NJ:
Erlbaum.
三、 網路部份
＜調查發現：網友最偏愛林鳳營鮮乳＞（2006年8月23日 ）。取自波仕特線上市 調網研究顧問 http://www.pollster.com.tw/report/9/index.htm
＜Pollster波仕特線上市調：購買數位相機首要考量，國人重品牌價格、影像表現
＞（ 2009年07月30日 ）。取自波仕特線上市調網
http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=337 EOLembrain東方快線研究部（ 2011年05月06日）。＜全民公攝-數位化的捕峰捉
影＞。取自東方快線網絡市調
http://www.eolembrain.com.tw/Latest_View.aspx?SelectID=229
＜2011年06月 創市際數位相機篇＞（2011年06月03日 ）。取自創市際市場研究 顧問 http://www.insightxplorer.com/specialtopic/2011_06_03.htm
＜Pollster波仕特線上市調：養寵物狀況及原因調查＞（ 2011年10月24日 ）。取
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http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1575
附錄
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附錄二：主要實驗廣告圖稿 一、 低擬人化程度，相機版本
二、 高擬人化程度，相機版本
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三、 低擬人化程度，牛奶版本
四、 高擬人化程度，牛奶版本