一、實驗法之限制
由於本實驗法於學校內實驗室所進行，實驗對象為30 歲以下學生為主，然而 是否能夠進一步推論至30 歲以上或者其他族群則無法確認。而採取實驗室實驗法 主要希望能夠有效控制實驗流程，然而與受測者平常瀏覽網頁環境略有不同，受測 者對於真實尋找網路口碑環境以及對於實驗目的之臆測，皆有可能影響到實驗之結 果。
由於本研究根據市調報告選擇消費者最常搜尋的3C 產品手機作為實驗物，並 且針對同一產品涉入程度分為高程度涉入組以及低程度涉入組。未來研究可以加入 不同產品類別進行網路口碑相關實驗，由於產品類別的差異，對於受測者也許會產 生不同的電子口碑效果，例如：消費者對於搜尋品與經驗品的網路搜尋行為所採納 的訊息來源不同。若是在網路尋找搜尋品的相關訊息時，消費者會傾向銷售者以及 廠商所提供的訊息為主；若是尋找經驗品的相關訊息，消費者傾向認為其他消費者 所提供的意見是重要的(Bei, Chen & Widdows, 2004)。由此可見，加入不同的產品類 型，有助於瞭解不同產品之間是否對消費者會產生電子口碑效果的不同。
二、加入其他變項加以討論
從本研究得知，Petty and Cacioppo (1983)提出的推敲可能性模式，用來解釋網 路口碑訊息之中，涉入程度高低、正負向口碑訊息比例以及電子口碑平台可信度三 者之間交互作用，其效果不如原模式所推導的效果呈現顯著。該模式最主要開始於 人際傳播，繼而延伸至平面以及電視廣告相關研究的傳播效果，然而對於網路口碑 訊息來說，最終所產生的電子口碑效果並無模式所預測對電子口碑效果產生顯著差 異。若是以涉入的概念來說，消費者面臨網路口碑訊息時，不單純只是僅是產品涉 入的差異，還包括網路購物所帶來的快感、購買產品所代表的象徵符號意義以及對 於網路購物風險感知，因此還會受到情境涉入和購買涉入等影響消費者購買決策的 因素，種種因素可能造成推敲可能性模式在網路口碑的解釋力變得較不足，而未來 研究可以加入不同變項進行探討，進而詳盡瞭解網路口碑以及環境等不同因素對於 電子口碑效果的影響。
三、有系統的歸納分析可能影響電子口碑效果的因素
本研究主要著重於產品涉入程度、正負向訊息比例以及電子口碑平台可信度對
項，包括消費者的先前知識、產品涉入程度、訊息屬性、訊息向度等都是影響消費 者對於電子口碑效果的因素，未來研究可嘗試將過去研究結果有系統性歸納整理出 不同面向，例如可嘗試將影響因素分為：企業面、消費者面、以及訊息內容等面向，
可作為以後研究方向參考的指標，也可提供業界更精準口碑監控。
四、不同涉入程度的消費者行為
根據本研究結果發現，消費者在網路環境情境之下是屬於高涉入程度，然而在 高涉入程度情況下，較高與較低產品涉入在觀看電子口碑訊息內容後所產生的電子 口碑效果具有顯著差異。未來可深入瞭解不同涉入程度消費者行為研究，較高涉入 程度與較低涉入程度的消費者對於手機使用行為、網路口碑分享行為以及訊息特性 影響電子口碑效果之影響的差異。未來可針對不同消費者行為研究結果應用於網路 口碑行銷。
五、研究影響電子口碑平台可信度之因素
在研究結果發現，電子口碑平台可信度對於購買意願以及口碑傳播意願有顯著 影響，高電子口碑平台可信度（電子佈告欄）比低電子口碑平台可信度（社群討論 網站）產生較高的購買意願和口碑傳播意願。因此消費者在觀看電子口碑訊息時，
會受到電子口碑平台可信度的影響，而而本研究並未深入探討可能影響電子口碑平 台可信度之因素，因此未來可著重探討可能影響電子口碑平台因素。
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