第五章 研究結論與建議
第四節 研究限制與後續研究建議
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第三節研究貢獻
從學術面而言，本次研究是以計畫行為理論為基礎，並納入網站服務品 質、網站信任與顧客預期價值變數構面去衡量線上團購消費者行為，本研究發 現雖然一般學者認為信任能夠直接的提高消費者的意願性，然而經過本次研究 的探討與資料分析，認為會員的參與團購的意願性，可能還會受到其他因素影 響，例如：團購滿意度、價格、他人建議或是產品本身，因此若僅是建立貣高 度的網站信任感是不足夠提升顧客的購買意願度。除此之外本次研究的主題為 現今較新穎的題目，此為虛擬社群的研究開啟另一個研究的主題方向，未來的 學者可針對線上團購的部分再做細部的探討；再者，相較於其他研究少有探討 行為構面，本次研究應用計劃行為理論並包含行為構面，探討了態度、意願與 行為之間相關性，已確立能夠有效率地應用計畫行為理論來探討線上團購行 為，並獲得一致的結論，最後研究也發現不同的會員身分對於團購意願到團購 行為的強度是有所影響的，並在實務面上提出具體的建議。
從實務面上，本研究研究的目的是希望透過以 Babyhome 親子網為個案，
以瞭解線上團購型態之經營方式與消費行為，並期許在未來有助於其他社群網 站發展類似之商業模式；同時，透過瞭解虛擬社群消費行為，發現除了讓消費 者能夠信任網站之外，更重要的是要提供優質的網站服務品質與建置一個良好 的溝通帄台，透過增加會員對於網路的黏著性以累積會員人數，目的是強化對 於廠商的談判力得到最佳的團購價格，並持續的保持網站的競爭優勢，有助於 管理者提升社群網站的經營效率與營業績效。
第四節研究限制與後續研究建議
在各種條件與因素下，本研究有以下三點研究限制與建議：
一、本研究以 Babyhome 親子網站作為研究個案，並與網站經營者合作，
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於 Babyhome 親子網站放置問卷連結，邀請參與過團購會員填答此份問卷。但 礙於時間與資源限制，本研究僅針對單一個案探討研究問題，且樣本分佈上不 夠均勻，雖有做過 T 檢定測試，但仍有樣本代表性不足之疑慮。本研究建議後 續研究者將研究架構延伸至其他社群網站，探討其他社群網站使用者之行為是 否符合此模型之假設。
二、本研究採取便利抽樣方式，並以網路問卷的形是收集問卷，在提供抽 獎獎品、問卷填答者自行填答的情況下，發現有些受測樣本住家地址相近或是 沒有團購的經驗，推測是為提高中獎機率而重複填答或是沒有按照實際狀況填 答，雖然在研究之初已進行過濾，但難保其他受測樣本沒有為了特殊目的而技 巧性重複填答或自行操作，故本研究無法準確地掌握所有問卷品質，因此建議 後續研究者於收集資料過程採取更為嚴謹的抽樣方法。除此之外，本次研究僅 針對台灣地區民眾進行調查，建議在後續的研究可以將研究放為擴至跨文化或 是跨地域的比較。
三、本次研究在研究構面設計上，由於 Babyhome 親子團購網僅為一帄台，
且產品提供者十分多元，在時間於資源的限制下，本研究為假設網站信任對於 團購意願性有正面影響，然而本次研究發現兩者之間影響程度仍有限，希望在 未來的研究中可以多去探討關於產品資訊(ex:供應商、品質、價格等)與團購意 願之間的關係。
四、本次研究並沒有針對不同團購網站之間做一個細部的比較，若是在未來 有足夠的時間與資源，可以針對不同團購網站的消費族群做深度的探討與比較，
以瞭解更多線上團購消費者在心理層面或其他背景上的差異，對於團購的最終決 策是否有影響。
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