第五章 結論與建議
第三節 研究限制與後續研究建議
一、研究對象的限制
本研究結果分析顯示研究對象主要以 21~25 歲以及 31~35 歲居多，因受限 於網路問卷的發放，因此年齡層的部分未能廣泛的涉略，建議後續研究者可以 增加紙本問卷，或許可以發現不同的研究結果。
二、網站種類的建議
現有的旅遊網站分為兩種類型:1.實體店面(旅行社)加上線上經營 2.只有 線上旅遊網。因本研究只針對瀏覽或交易過旅遊網站的消費者為研究對象並未 細分，因此建議後續研究者可以進行分類調查，其研究結果可能會有差異。
三、以不同文化分析架構的研究對象建議
因本研究只針對台灣與中國進行分析，但根據Selma Ozdipciner, Li and Uysal(2012)指出過去的文獻顯示，旅遊的行為可能與起源國與文化背景有關。
另外，又因霍夫斯德(Hofstede)於 1980 年發展出四項文化分析架構並於 1988 年與Bond 發展出第五項文化分析架構，分別如下:
1. 權力差距。高權力的差距國家，例如:墨西哥與馬來西亞。低權力的差距國家，
例如:丹麥與以色列。
2. 不確定性規避。不確定性規避低，例如:英國與美國。不確定性規避高，例如:
日本
3. 陽剛與陰柔傾向。陽剛，例如:美國與日本。陰柔，例如:新加坡。
4. 個人主義與集體主義。個人主義，例如:美國。集體主義，例如:日本。
5. 儒家動態。長期導向，例如:日本與香港。短期導向，例如:美國與英國。
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因此後續的研究者可以藉由霍夫斯德(Hofstede)與 Bond 所發展的五項文化 分析架構進行不同國家的分析，其研究結果可能有所不同。
四、S-O-R 中有機體以及反應不同的建議
本研究以 S-O-R 為理論基礎建立本研究架構，以網站特性探討消費者態 度，並進而影響口碑與使用意願。未來後續研究者可針對不同的有機體與反應 進行研究，可能使其研究結果有差異。
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