第五章 結論與建議
第三節 研究限制與後續建議
本研究在研究過程當中仍有以下限制，以及根據本研究之結果往後可參考 之研究方向：
1.影響網站服務品質因素有許多，本研究利用PZB(1988)學者所發展之 SERVQAL服務品質量表，再加以修改為適合搜尋網站的題項以及構面進行研 究。為了考量時間及人力成本，並未針對Google搜尋網站設計者與使用者進 行訪談，因此尚有許多影響搜尋網站之服務品質因素並未列入討論，例如網 站本身的科技性或網站技術等。
2.本研究主旨在發展搜尋網站服務品質量表，並且連結影響使用者滿意度與行為 意圖各種變數，而影響使用者意圖變數眾多，本研究傴以科技接受模式架構為 主，仍有許多重要變數無法衡量，例如態度及忠誠度之變數。
3.在樣本發放上，本研究採用實體發放及網路發放問卷，發現許多填答者在 填答時遺漏填答問項，以致問卷無效；再者回收之樣本數較少且大多集中於 學生族群加上年齡層並不帄均，建議後續可把樣本群擴大，以及更謹慎的界 定有效樣本及無效樣本間的標準，其研究結果可能會有些許改變。
4.由於本研究所探討的是搜尋網站之服務品質，建議未來研究者可以利用本研究 之發展模式，依不同性質網站，發展不同類型網站服務品質量表，例如購物 網站、部落格、旅遊網站…等。
5.由於本研究所發放網路問卷與實體問卷的樣本來源差異，使得研究結果分析會 有些許影響，故建議未來研究者可針對不同樣本來源做區分，探討不同樣本 來源的使用者是否有差異。
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問卷量表比較 PZB(1988)
SERVQUAL 量表
Shohreh and Christine(2000) E-SERVQUAL 量表之定義
本研究之搜尋網站服務品質問 卷
有形性 (tangibles)
1.具備現代化的服務設備 2.服務設施具吸引力
3.員工有著整潔的服裝和外表 4.公司的設施與提供的服務相互 配合
可接近性 (accessibility)
指網站容易被 顧客搜尋到的 程度，網站可 以利用與搜尋 引擎連結以提 升其可接近 性。
1.Google搜尋網站首頁的版面 設計具有吸引力
2.Google搜尋網站各類搜尋的 目錄清楚
3.Google搜尋網站的版面設計 整體來說相當清楚明瞭(含文 字、圖片與表格)
導覽
(navigation)
在一網頁上的 頁首、頁尾或 網頁左側有清 楚的導覽按 鍵，讓顧客輕 易連結到網頁 其他內容。
設計與呈現 (design &
presentation)
網頁的設計及 其所呈現的品 質相當於實體