第五章 結論與建議
5.2 研究限制
(1) 問卷發放點單調、樣本只侷限於台灣地區
本研究的樣本對象主要針對的是台灣智慧型行動裝置的使用者進行研究，主 因是由於時間限制與問卷題數略多的緣故，本研究的發放問卷的方式是為將紙本 問卷發放到課堂上供學生填答，其發放地點臺東大學及台東區的中小企業，本研 究結果會受到地區的侷限。
(2) 樣本對象的職業太多重複
由於問卷發放點的關係，所以使得填答者的職業跟年齡層至少有40%以上為 大學生，使得本研究就的樣本對象有所侷限。大學生在經濟、時間的條件上讓該 族群可以對行動促銷廣告進行一定程度的了解，但本研究建議、也希望後續研究 可以在更多不同的實體空間地點與不同的虛擬平台進行問卷發放與施測來保持 樣本的多樣性與解釋能力。
60 腦雜誌，http://www.brain.com.tw/。
[6] 周湘雯（2001），網路使用者對線上促銷活動態度之研究，國立中山大學傳
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附錄一
親愛的受訪者您好：
本問卷是探討消費者對「行動廣告結合促銷方式對顧客價值與消費者行為之探 討」，所謂行動廣告是指從任何行動裝置(如：手機、PDA 等)，所接收到的廣 告訊息。填答內容僅供行銷研究之用，採匿名方式，您可放心填答。謝謝您的支 持與合作。
台東大學管理科學系碩士班 指導教授：陳宜檉 教授 研究生：劉松竹 敬上
第一部分：個人基本資料與使用行為
1. 性別：□男生、□女生
2. 年齡：□18 歲（含）以下、□19-29 歲、□30-39 歲、□40-49 歲、□50 歲以上。
3. 教育程度：□國中（含）以下、□高中／職、□專科／大學、□研究所以上。
4. 職業：
□軍公教、□工商業、□高科技產業、□學生、□服務業、□金融業、□家管、
□其他：＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿
5. 個人平均收入：
□15,000 元以下、□15,001 元~30,000 元、□30,001 元~45,000 元、 □45,001 元~60,000 元、□60,001 元以上。
6. 請問您是否有個人的智慧型裝置：
□是、□否。
7.請問您每月花在行動通訊的費用大約為?
�200 元以下、�201~400 元、�401~600、�601~800 元、�801~1,000 元、�1,001 元以上 8. 個人最主要使用的智慧行動裝置作業系統（ＯＳ）為：
□Google 的 Android、□iPhone 的 iOS、□其他:_______________________
9. 個人平均每天使用行動裝置的時間有多久？
□30 分鐘以下、□31 分鐘~1 個小時、□1~2 個小時、□2~3 個小時、□3 小時以上。
10.請問您覺得每天願意接受多少則系統業者或廠商主動傳送的行動廣告?
�不願意、�1~2 則、�3~4 則、�5 則以上、�全部看完
11.請問當您接收到系統業者或廠商主動傳送的行動廣告時，您通常會閱(聽)多少?
�沒收過、�完全不看、�約四分之一、�約一半、�約四分之三 12.請問您曾主動或同意接收下列經由行動電話傳送之廣告嗎?(可複選)
�沒用過、�聽廣告可抵免通話費、�下載電子折價卷、�系統業者不定期發送之優惠情報 �在卡友或會員資料上勾選同意接受廣告、6.�其他_____
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(1)購買意願
非常同 意
同 意
普 通
不 同 意
非常 不同 意 1. 閱讀行動廣告促銷訊息後，我會考慮直接購買商品
2. 當我有欠缺必需品時，我可能考慮收尋相關行動廣告促銷訊息，並考慮下單購 買
3. 當我在瀏覽行動廣告促銷訊息時，看到有想要購買的商品我會考慮購買
(2)推薦意願
非常同 意
同 意
普 通
不 同 意
非常 不同 意 1. 我會向大家宣傳閱讀行動廣告促銷訊息的好處
2. 我會推薦他人與我一同購買行動廣告促銷訊息之商品 3. 我會願意再次在閱讀行動廣告促銷訊息後進行購物