研究限制與後續研究建議

第五章結論與建議

第三節研究限制與後續研究建議

本研究有以下研究限制值得留意，並可作為後續研究的參考。首先基於本研究之研究主題與目標對象的範圍，故在研究對象上僅針對女性顧客做為探討的對象。另外本研究確認並比較在網路環境裡消費慣性與滿意度對再購意願之影響，

同時探討來自他人口碑及其他店家吸引力的調節效果，雖於研究過程中力求嚴謹，但本研究基於人力、物力與時間等因素，以及問卷情境為以台灣前五大知名購物網站為之限制，故關於本研究是否適用於其他購物網站，有待進一步探討。

二、後續研究建議

首先，因為本研究僅針對女性顧客作為研究對象，故未來可將男性顧客納入探討，並且比較女性與男性顧客之間在消費慣性與滿意度的差異性。並且基於本研究已驗證出，消費慣性對於購物網站的再購意願比滿意度高，故建議未來可進一步探討消費慣性的形成與影響因素，以提供家店家更進一步的策略經營管理建議。同時基於本研究屬橫斷面研究(cross-sectional study)，故建議未來能以縱斷面研究(longitudinal study)加以探討。其次基於本研究之研究範圍，故未來在考量的因素上建議能進一步將其他因素納入考量：例如(1)可將移轉成本(switching cost) 做為調節變數進行探討，(2) 亦可將顧客對於失誤的服務或產品之容忍度 (tolerance)，納入作為消費慣性與滿意度和再購意願之間的影響變數、(3)最後，

由於本研究讓受測者做為填答目標對象的購物網站，為台灣前五大知名購物網站，而購物網站在其他客觀條件上(如網站介面設計)，會對於滿意度有顯著的影響(Cyr, 2008)。因此亦有可能會影響顧客對店家的消費慣性，故還可將不同購物網站的介面設計(如視覺、瀏覽與資訊設計)等因素納入考量，以探討其對消費慣性與滿意度的影響差異。

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附錄－網路購物消費者消費慣性之線上正式問卷

親愛的女士您好：

這是一份關於瞭解「消費者對於購物網站再購意願之消費慣性與顧客滿意度的影響，以及消費者受到口碑與其他店家吸引力之影響」的學術問卷，懇請您花費3~5 分鐘撥冗提供寶貴意見。您的寶貴意見將協助本研究之完成，並使本研究更具價值。本問卷採不記名方式填答，所有資料僅供學術研究之用，絕不另行他用，敬請安心填答。

為了感謝您對學術研究之貢獻，本研究獎舉行抽獎活動，獎項包含7-11 禮卷 1,000 元 5 名、7-11 禮卷500 元 10 名、7-11 禮卷 300 元 20 名、與 7-11 禮卷 200 元 20 名，並預計於 2010/02/28(日)前將得獎名單公佈於下列網址(http://www.im.nuk.edu.tw/yfkuo/?tid=8)，同時將以email聯繫得獎者得獎事宜。

感謝您在百忙之中，熱心協助與參與本問卷之填答，在此再次致上由衷的謝意！

敬祝

身體健康、萬事如意

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資訊管理學系碩士班研究生胡自立敬上電子郵件信箱：shaphire@gmail.com

請依照您在購物網站的消費經驗，並根據下列問題的描述，選擇『是』（亦即您 曾經到過該購物網站進行消費）或『否』（亦即您未曾到過該購物網站進行消費）

(註：1-(1)、(2)、(3)、(4)、(5)在問卷系統上的順序為隨機，若 5 題都選「否」，

才會讓填答者進入第(6)題進行填寫；若是題(6)也選「否」，則結束填答) 1. (1) 您是否曾在「Yahoo!奇摩購物網站」上進行消費？是Æ進入正式問卷，否Æ下一題 (2) 您是否曾在「PChome 購物網站」上進行消費？是Æ進入正式問卷，否Æ下一題 (3) 您是否曾在「博客來網路書店」上進行消費？是Æ進入正式問卷，否Æ下一題 (4) 您是否曾在「PayEasy」上進行消費？是Æ進入正式問卷，否Æ下一題 (5) 您是否曾在「東森購物網」上進行消費？是Æ進入正式問卷，否Æ下一題 (6) 請輸入您較常使用之購物網站名稱：_____________________________，否Æ結束填答

請依照您在購物網站的消費經驗，進行以下問項的選填。

非常不同意不同意普通同意非常同意

RI 1. 我會在未來再與「該購物網站」進行交易--- □ □ □ □ □ RI 2. 我會在未來增加與「該購物網站」的交易--- □ □ □ □ □ RI 3. 當我有需要時，「該購物網站」是我在網路購物的第一個選擇--- □ □ □ □ □

CI 1. 除非我對「該購物網站」非常不滿意，否則我認為轉換至其他購物網

站進行交易是件麻煩的事--- □ □ □ □ □ CI 2. 當進行網路購物時，我會很自然地使用「該購物網站」--- □ □ □ □ □ CI 3. 轉換至其他購物網站進行交易時，在時間、金錢與心力上所花費的成

本對我而言是高的--- □ □ □ □ □ CS 1. 選擇在「該購物網站」消費是明智的--- □ □ □ □ □ CS 2. 在「該購物網站」購物的經驗是愉快的--- □ □ □ □ □ CS 3. 整體而言，我對「該購物網站」感到滿意--- □ □ □ □ □ WOM 1. 別人認為到「該購物網站」消費是值得的--- □ □ □ □ □ WOM 2. 別人對「該購物網站」的評價內容很正面--- □ □ □ □ □ WOM 3. 別人認為到「該購物網站」進行交易是愉快的--- □ □ □ □ □ AA 1. 和「該購物網站」相比，有許多其他更好的購物網站可供選擇--- □ □ □ □ □

在文檔中消費始終來自於慣性？網路購物女性消費者之消費慣性與滿意度對再購意願之影響──口碑與其他店家吸引力之調節效果 (頁 39-48)

第五章 結論與建議

第三節 研究限制與後續研究建議

第五章結論與建議

第三節研究限制與後續研究建議