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豆購物環境中，類 3D 照片與快音樂節奏之組合最能為企業帶來不同於其他商家 的優勢，同時激發消費者聯覺想像，並提升購買意圖。除此之外，雖然類 3D 照 片之效果比有聲影片還要顯著這項結果與本研究原本之假設不符，但由於類 3D 效果之製作成本相較於有聲影片來得低很多，這表示業者可利用較低的網頁製作 成本就可達到最有效的成果，此項發現可說是為實務操作上提供一項貢獻。
三、 研究限制與後續建議
本研究有幾項研究限制，以及後續研究建議須進一步說明。
首先，受限於技術能力，同時考量商家與消費者的設備限制，本研究之 3D 照片僅用類 3D 效果，也就是一種利用平面呈現彷彿具有立體效果的照片，而不 是真正的 3D 照片，未來的研究若技術能力許可，可以將類 3D 照片改為真正的 3D 照片，或甚至加入 3D 影片作為網頁設計元素，檢測真正的 3D 照片或影片是 否可以更加有效的激發消費者聯覺想像同時提升購買意圖。
再來，同樣受限於設備與技術能力，本研究對於網頁上視覺與聽覺以外的感 官感受僅用聯覺效果的問卷進行調查，相當於本實驗得到的聯覺效果屬於受測者 自評之體驗分數，未來研究中，若設備與技術能力允許，可考慮採用腦波、更進 階的 fMRI 或是眼動儀等設備，實際探究消費者在接收到哪些刺激組合時腦波動 盪最顯著，或是最能激發嗅覺、觸覺以及味覺區塊的腦部反應。
最後是研究方法的限制，由於本研究採用實驗室問卷調查法，實驗環境受限 於研究室中，僅用購買意圖代表 S-O-R 模型中的反應變數，可能會與實務上面 臨的實際購買行為間有些落差，後續研究若於實際購買環境下進行實驗，例如說 採用原本就已上線的咖啡豆販售網站，便可探討消費者的實際購買行為，或甚至 直接分析消費者網頁瀏覽、點擊等紀錄，以得到更接近現實購物環境的實驗結 果。
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附錄一 網頁設計圖例
網頁 A：快、慢音樂搭配 2D 照片
網頁 B：快、慢音樂搭配 3D 照片
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網頁 C：快、慢音樂搭配無聲影片
網頁 C：快、慢音樂搭配有聲影片
網頁 C：快、慢音樂搭配有聲影片