第五章 結論與建議
第三節 研究限制與後續研究建議
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第三節 研究限制與後續研究建議
本研究比較不同類型虛擬品牌社群對於與成員之間的關係，而研究探討的過 程仍有一些限制，茲將相關限制和未來研究建議列舉如下：
1. 樣本蒐集的限制
本研究由無法實際和任意虛擬品牌社群合作，所以搜尋樣本都是透過其他管 道邀請有使用過虛擬品牌社群的網友填寫問卷，且多為學生族群以及出入社會的 上班族居多，可能會使蒐集上有誤差。未來研究者可考慮實際與企業協商，實際 其虛擬品牌社群合作發放問卷，使研究結果更能精確代表該社群的現象。
2. 虛擬品牌社群的選擇
品牌虛擬社群在台灣的數目以及種類都相當的多，而其中在第三類的臉書品 牌官方粉絲專頁，屬於人際關係型的社群在台灣其實還有其他類似的功能的網站，
例如噗浪、微博等，雖然都屬於人際關係的社群，但介面跟性質上會有些許的差 異，因此本研究的推論可能無法完全適用所有的人際關係型的社群。因此可以建 議未來研究，將更多不同的社群一併分析，使研究更去有代表性。
3. 產品屬性的差異
不同品牌產品有不同的產品屬性，而這些屬性差異可能會影響使用者對於社 群的需求有所不同，進而影響到研究的結果。因此建議後續的研究，可以將產品 屬性的因素一併考慮，讓研究結果更為精確。
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附錄：正式問卷
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研究生：國貿碩二 王崇軒 品牌官方網站討論區
第一部分
1. 過去三個月有沒有去過一個品牌官網的討論版看/討論過任何一個產品相關 的議題______________（是/否）
2. 承第一題，請問觀看哪一個品牌______________
3. 最常上的網站是？
4. 使用網路多少年了？
0~5 年
6~10 年 11~15 年
15 年以上
第二部分：以下問題請根據過去在使用官方網站論壇的經驗，選擇最能在最 符合敘述，並在框隔中打勾。
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15 歲以下 16-20 歲 21-25 歲 26-30 歲 31-35 歲 36-40 歲 40 歲以上 2. 請問您的性別是?
□男 □女
3. 請問您的教育程度(含目前就讀學歷)
國中(含)以下 高中(職) 大(專)學
研究所(含)以上
4. 請問您平均每月個人可利用資金是多少錢?
NT$5,000 以下 NT$10,000 以下 NT$10,001-20,000 NT$20,001-30,000 NT$30,001-40,000 NT$40,001-50,000 NT$50,001-60,000 NT$60,000 以上
5. 聯絡 Email(中獎通知
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任何一個品牌產品相關的議題?______________（是/否）2. 承第一題，請問是到哪一個討論版______________
3. 承第二題，看/討論哪個品牌______________
4. 使用網路多少年了？
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4. 請問您平均每月個人可利用資金是多少錢?
NT$5,000 以下 NT$10,000 以下 NT$10,001-20,000 NT$20,001-30,000 NT$30,001-40,000 NT$40,001-50,000 NT$50,001-60,000 NT$60,000 以上
5. 聯絡 Email(中獎通知)
非常感謝您的用心填寫
祝您順心
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______________（是/否）
2. 承第一題，最常是造訪哪一個品牌______________
3. 使用網路多少年了？
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‧ 國
立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
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國
立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
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國
立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
117
7. 請問您的性別是?
□男 □女
8. 請問您的教育程度(含目前就讀學歷)
國中(含)以下 高中(職) 大(專)學
研究所(含)以上
9. 請問您平均每月個人可利用資金是多少錢?
NT$5,000 以下 NT$10,000 以下 NT$10,001-20,000 NT$20,001-30,000 NT$30,001-40,000 NT$40,001-50,000 NT$50,001-60,000 NT$60,000 以上
10.聯絡 Email(中獎通知)