第五章 結論與建議
第三節 研究限制與後續建議
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驗到消費意願的路徑有干擾變數效果。顯示當消費者實際經歷行程體驗之後，其 所使用的網站若為無商業交易網站，則因其對資訊正確性的重視程度較高，則其 感受到的實際體驗滿意與否會被放大，進而影響消費意願，但若使用者是使用有 商業交易網站，則較無此情況。
以結論應用到實務貢獻上時，本研究建議無商業交易網站應該更重視網站的 資訊正確度，也尌是使用者對無商業交易網站最重視的核心價值部分，而對商業 交易網站方面則建議其建立使用者對其的信任程度，以提高使用者使用其網站作 為行程或旅遊商品購買的平台。
第三節 研究限制與後續建議
本研究在訪談、問卷設計到最後分析上，仍舊無法突破一些研究限制，本研 即在探討研究限制以及提供對後續研究的建議。
首先，本研究在第一部分詢問過最常使用的旅遊網站後，便以單一網站來看 使用者對商業交易旅遊網站及非商業交易旅遊網站的看法，但使用者有可能同時 使用兩到三個旅遊網站，此假設似乎過於強烈。
其次，本研究僅局限於國內旅遊的旅遊網站，未來後續研究可以本研究的基 礎來應用到國外旅遊網站。且本研究對象限制為旅遊網站，排除電子佈告欄等其 他平台作為蒐集資訊來源，因此建議後續研究可將研究對象再延伸至旅遊相關的 各資訊平台。
第三，旅遊網站的經營隨時在作變動，但本研究具有期間限制，無法綜觀長 期的產業變動，因此建議未來研究可針對單一網站做長期的研究分析，以確實了 解各變數的關聯性。
第四，本研究之實際網站再訪強度構面以一題項來解釋，但單一題項實際上
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並不足以支持一個完整構面，因此建議後續研究在使用結構方程式分析法時，模 型的實際行為強度構面以至少三題來做詮釋，會較可全面表達一構面的概念。
第五，Vekatesh(2003)研究指出，未來研究在討論相關議題時，該文獻所歸 納出來的UTAUT模型相比於過去傳統模型更能完善解釋整體狀況，因此本研究 也建議後續研究可以參照UTAUT模型做為研究理論基礎。
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