研究限制與建議

本研究主要有以下四點限制，首先為時間限制：本研究為單一橫斷時間調 查受測者的購後失調，但是過去研究(e.g., Koller & Salzberger, 2012)指出，隨著 時間的流逝，消費者的購後失調程度也會隨之降低，且根據Festinger (1957)對 認知失調的定義，個體難以忍受自身處在內心矛盾的高失調狀態，會傾向態度 敗其他玩家(強化表現)與成為排行榜第一名(炫耀)兩種動機，Hamari et al. (2017) 也提到各消費動機間並非壁壘分明。該如何將玩家消費動機的構念抽出，並進 行更有效的分類是未來研究可探討的地方。

第三點為遊戲與玩家經驗類型之影響：過去研究指出(e.g., Hanner &

Zarnekow, 2015)，在不同類型的遊戲上，消費者的消費動機也有強弱之分，其

購買行為也不盡相同。因此在不同類型遊戲的玩家上，可能也存在購後失調程 度高低之差別。而本研究則未針對特定遊戲類型進行探討，僅分析總體受測者 的結果，因此可能淡化在某些遊戲類型中，較容易出現衝動性購買的玩家，其 對購後失調的影響。建議未來進行相關研究時，可以考慮不同遊戲類型的差 異。此外，Guo et al. (2016)認為消費者產品知識越高，購後失調的程度越低；

當玩家遊戲年資越久，具有較豐富遊戲相關知識，可能較不易購後失調的情況 產生，建議未來研究可將受測者遊戲年資納入調查。

第四點為樣本代表性問題，本研究僅針對台灣地區的手機遊戲消費者進行 調查，然而每個國家的風土民情不同，玩家對遊戲類型的偏好也所不同，結果 可能無法適用於各國家與各年齡層的手機遊戲消費者。且本研究有超過七成的 受測者年齡不到30 歲，結果可能無法適當解釋中壯年人口。

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附錄一 問卷網站內容

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第一部分

第二部分(截圖以強化表現為例，共有 18 種不同動機)

研究問卷內容：第三部分