第五章 分析結果與討論
第三節 研究限制與後續研究建議
本研究雖已力求完善，但礙於客觀因素，仍有以下限制存在：在樣本選 取上，僅對行動加值服務使用人口最多之族群進行調查，研究結果可能無法 全然適用全體使用族群。但可確定的是，本研究所建構之模型對於行動加值 服務之服務品質、顧客滿意度、顧客價值與購後行為意向間關聯性仍有可接 受之解釋能力。
而在後續建議方面，未來相關研究人員或許可針對其它影響消費者之購 後行為意向之變數如轉換成本進行討論，使之有一廣泛之瞭解。在抽樣對象 方面，本研究僅就具學生身份之年輕族群進行探討，後續研究可擴展至更大 範圍之消費族群，以比較使用者在各別服務中使用程度之不同，並收集縱斷 面之資料，以對本研究之模型再次驗證或比較此模型在不同研究對象上是否 有所差異。在研究範疇方面，未來研究者可針對各家電信業者所推出加值服 務做比較或深入研究單一電信業者。並可進一步探討同屬亞太地區之日本、
南韓等行動加值服務發展較為成功之國家，其影響消費者採用之因素與我國 消費者考量之因素是否有差異性，亦是值得進行之研究方向，除對上述國家 消費者採用加值服務之因素有一實證結果外，更可藉其成功途徑做為我國發 展行動加值服務之借鏡。
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附錄 正式問卷
親愛的先生/女士 您好：
這是一份國科會計畫(NSC 95-2416-H-390-006)之學術研究問卷，目的在於瞭解消 費者對於行動加值服務之服務品質、顧客滿意度、顧客價值與購後行為意向。所謂 的行動加值服務為行動電話的用戶除了使用基本語音服務外，任何可加在行動電話 網路上之數位服務，包括遊戲、圖案、鈴聲、資訊、多媒體簡訊、影音與電子交易 等。懇請您能撥冗提供寶貴意見，以協助本研究之完成，您的寶貴意見將使本研究 更具價值。本問卷採不記名方式填答，所有資料僅供學術研究之用，絕不另行它用，
敬請安心填答。
對於您的熱心協助與參與，再次致上由衷的謝意！
敬祝
順心如意
國立高雄大學資訊管理學系教授 郭英峰博士 國立高雄大學經濟管理研究所研究生 伍啟銘 電子信箱：M0943613@mail.nuk.edu.tw 本部分旨在瞭解您的個人基本資料。請依據您的實際情況填答。
1. 請問您的性別為：
□男 □女 2. 請問您的年齡：
□18～22 歲 □23～24 歲 □25～30 歲 □30 歲以上 3. 請問您目前教育程度為：
□大專 □碩士 □博士
4. 請問您每個月的平均收入(若沒有平均收入，請填寫每月可支配金額) □5000 元以下 □5001～10000 元 □10001～15000 元
□15001～20000 元 □20001 元以上 5. 請問您最常使用之電信公司為(單選)：
□中華電信 □遠傳電信 □台灣大哥大 □亞太電信 □威寶電信 □大眾電信(PHS) □和信電信 □泛亞電信 □東信電信
6. 請問在最近半年內，您個人平均每月之行動電話帳單金額為(單位：台幣)：
□1000 元以下 □1001～1500 元 □1501～2000 元 □2001～2500 元 □2501～3000 元 □3001～3500 元 □3501～4000 元 □4001 元以上 7. 請問您從第一次使用行動電話至今，是否曾使用過行動加值服務：
□是 □否 (若答案為否，請直接跳答第 11 題)
8. 請問在最近半年內，您平均每月花費多少時間使用行動加值服務：
8. 請問在最近半年內，您平均每月花費多少時間使用行動加值服務：