研究限制與建議

第五章結論與建議

第三節研究限制與建議

本研究在架構發展與研究設計都經力求嚴謹，以確保本研究結果之客觀性，但仍因研究資源有限，因此產生許多研究上的限制，這些限制皆為後續研究可以加以突破及改進之處，大致如下：

一、研究樣本

由於本研究之問卷填答對象為自願填答的台灣淘友，研究過程中雖力求廣泛接觸台灣淘友以減少樣本蒐集之偏誤，但本研究發現樣本幾乎偏南部地區（嘉義、台南、高雄、屏東），表示目前使用淘寶網的台灣淘友以南部居多，也呼應商業週刊中指出台灣有四大城市列入淘寶網前十名購物城市，其中嘉義市、台南市與高雄市三大城市皆在南部地區。因此，建議後續學者可以等台灣各地區使用淘寶網的民眾更為廣泛時，將問卷發放至北中南各地區，探討南北消費者的差異以增加研究結果的準確性。

二、研究範圍

由於本研究主要瞭解台灣淘友對於使用淘寶網的購買行為以作為兩岸電商的行銷，然而本研究範圍僅限於淘寶網這個單一購物網站，較缺乏整體的台灣淘友至大陸網購市場的評估。因此，建議後續研究學者可針對更多個大陸購物網站與進行比較分析與研究，進而提出一個較完整解釋台灣網友至大陸網購市場的消費模型。亦可換個方向思考，由於淘寶網屬於一種網路購物平台，而網路上的網購市場是無遠佛界的，對於目前台灣網購市場來說，店家選擇網路開店，究竟該選擇獨立開設官方經營，還是該依附購物平台經營，哪種會比較容易成功開起商店。因此，本研究建議續研究學者可探討購物網站平台的經營模式與官方網站的獨立經營模式間的差異性。

三、研究構面

本研究在複選題「請問您第一次使用淘寶網時，最擔心的問題為何？」分析中發現，台灣淘友第一次使用淘寶網進行購物時，多半還是會擔心產品品質保障與付款安全性之問題，進而可能影響其購物意願與行為。因此，建議後續研究學者可考慮加入「產品品質」以及「第三方交易機制」或者「拍賣機制」等構面來針對淘寶網進行更深的探討與研究。

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在文檔中計畫行為理論、品質與信任關係之研究–以淘寶網為例 (頁 100-124)

第五章 結論與建議

第三節 研究限制與建議