第五章 結論建議
第二節 研究限制與後續建議
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第二節 研究限制與後續建議
1. 樣本
本研究僅回收 200 分問卷，樣本數太小不具代表性，再者本問卷的受試者學 歷偏高集中於大學與研究所，年齡集中於 25 至 34 歲，樣本同質性高造成在個人 統計變項資料分析時難有較明確之比較基礎，亦可能造成結果之偏差。
尤其在消費者認知需求度的衡量上，因樣本數的 97%受試者的教育程度是大 學或研究所，認知需求度的高低差距不明顯，導致對於消費者購物行為並無產生 直接影響。建議日後研究可廣泛研究範圍，如此可針對消費者的年齡與教育程度 等可能影響消費者搜尋與口碑分享之行為做檢驗，提高研究價值。
2.對於資訊成本下降的設計：
本研究僅以 APP 與 Facebook 代表資訊搜尋成本的下降，但目前消費者取得 資訊的管道十分多，並不限於此兩種應用程式，且對於無使用此兩種應用程式習 慣的消費者而言，其不一定代表資訊成本下降。
建議日後研究可多涵蓋其他資訊管道例如:通訊軟體 LINE、BBS、或網路論 壇等，進行更多元的分析。
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參考文獻
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