第五章 結論與建議
第三節 研究限制
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立 政 治 大 學
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Na tiona
l Ch engchi University
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二、 後續研究發展方向
(一) 針對特定產品類別進行探究
本研究當初考量到每位參與者並不一定對某一特定之產品類別熟悉或感興 趣，且購買某一特定產品類別情境的敘述對於參與者而言可能會有太抽象的影響，
難以進行控制。因此本研究最終以參與者近期的購買經驗，而不將產品設限，使 參與者可以較容易填寫問卷。此外，產品的種類眾多，實難以窮舉，若未來有某 一特定產品值得深入探討時，後續研究可針對此產品類別進行研究以便瞭解訂價 策略之研擬，對於特定產品之研究在實務上深具意義。除此，若有感興趣之族群 分類 (如各智慧型手機品牌的消費族群或不同年收入層級的消費者等) 欲進行 探討，後續研究學者亦可採用本研究架構為基底，針對不同族群在價格敏感度與 價格比較之間關係的差異進行探討分析。
(二) 行動比價與衝動購買之間的關聯性之探究
本研究對於產品類別並未設限控制，然而，部分產品類別 (如汽車、電腦、
相機等) 比較需要詳細地分析或是價位偏高的產品，大多數的消費者可能會先選 擇事前 (如在家中) 作好功課和研究後，才會進行購買。因此，該產品類別的商 品對於「行動比價」的相關研究探討可能較不適用；相對地，行動比價相關的議 題較適用於「衝動購買」，例如，當消費者事先並未有購買計畫，在逛街購物時，
忽然看到感興趣或喜愛的商品，想購買又不想買貴了，此時便會想透過智慧型手 機進行比價。因此，行動比價是否會促成衝動購買之行為是值得後續的探究。
第三節 研究限制
‧ 國
立 政 治 大 學
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Na tiona
l Ch engchi University
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本研究在研究過程中力求嚴謹，但仍有下列限制存在：
一、 研究樣本限制
(一) 研究對象
本研究問卷填答者之對象為社群臉書 (Facebook) 及數個與本研究相關之 PTT 電子佈告欄看板的網友，因而抽樣之樣本無法涵蓋未瀏覽本研究指定看板的 擁有智慧型手機的消費者。此外，因抽樣方法為便利抽樣，未對樣本性別比例進 行控制，而最終收集到之樣本性別比，男性數量相較比女性數量高。然而，本研 究以 Google 在 2013 年第一季對台灣智慧型手機使用行為所進行的市場調查報告 之結果輔以相比，並未發現存在顯著的樣本偏誤之疑慮。
(二) 產品類別
本研究原本欲探討產品標的為搜尋性產品中之 3C 類別產品，且給予一個購 買的情境敘述進行填答，但考量到每位填答者對某一特定之產品類別並不一定熟 悉或感興趣，且設限購買某一特定產品類別情境的敘述對於參與者而言可能容易 造成太抽象之影響，難以進行控制。因而最終決定以參與者近期的購買經驗進行 填答，而不將產品受限。此外，若以詢問參與者最近一次購物經驗所購買的產品 類別為何，來對產品類別進行樣本收集，則每項產品類別所收集之樣本數量可能 會相差很大，某些產品類別的樣本數可能不足，會有收集樣本數的困難，而無法 進行詳細分析。因此本研究之結果無法分析不同產品類別的情況，若想了解在不 同產品類別下行動裝置之自我效能的影響，則有賴後續研究針對不同產品類別進 行探討。
‧ 國
立 政 治 大 學
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Na tiona
l Ch engchi University
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□ 其他：_____________
第二部分：價格敏感度
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□ $30,001~$40,000 □ $40,001~$50,000 □ $50,001~$100,000
□ $100,000 以上
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