研究限制

本研究為實驗室實驗法，透過變數的操弄來設計問卷，而受試者是在本研究的 要求下模擬虛擬情境的情況下作答，並非在真實環境中實驗，而且在實驗室實驗法 中為了要減少干擾，而限制了實際狀況中會有的環境因素，並不符合真實環境。本 研究中的好友與網友與口碑也是虛擬情況，降低受測者的真實態度與感受，使得受 測者的刺激程度難免不同。

在樣本年齡上主要分為 20 至 25 歲，分部在研究所以下的學生，實驗的系統 因推廣度不足，造成樣本來源有一半為臺東大學的學生，樣本分部的不平均也成為 本研究限制的另一大主因。至於產品的部份只做食品類別的酒類產品，所以不能夠 代表所有的產品都適用於這情況。

第三節 未來研究建議

選用其他產品做為實驗品項，可以先參考資策會所公佈的年度網路購買產品 類別，可以選些熱門產品，或是比較貼近消費者會使用到的產品，這樣在實驗結果 的真實度會再更加分。

本研究在技術上的困難，並未能夠真正實現好友與網友的評價，為了讓實驗更 為真實，實驗的環境必需要像真實購物網站上一樣，而且需要突破真實的好友與網 友的取得技術，讓受試者能夠接收到更真實的官感刺激，數據的搜集上才能夠更加 真實。

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