第五章 結論與建議
第三節 研究限制與後續研究方向
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士學術論文之跨文化研究領域，並透過第一手研究資料，增加國內行銷領域對法 國消費者的瞭解，並對於跨文化消費價值觀及生活型態之差異有更深的認識。
(二) 建立跨文化生活型態及消費價值觀之訪談架構
本研究之訪談大網在設計之初即是用於跨文化比較，並進行英文版本的翻譯。
因此後續研究者可透過本研究之訪談架構進行生活型態及消費價值觀之跨文化 研究，提供學術界未來在進行生活型態及消費價值觀研究時可採用的研究方法之 一。
第三節 研究限制與後續研究方向
一、 研究限制
(一) 法國受訪者樣本數較少、多元性不足
由於本研究採取深度訪談，訪談過程需費時 1.5 至 2.5 小時，且以英語進行 訪談，使法國消費者接受訪談的意願較低，因此樣本數稍嫌不足。此外，由於研 究者乃初訪法國，當地人脈受限於學校範圍，較難搜尋不同職業、不同年齡層的 受訪者，使法國受訪者年齡分佈較不均，年齡以 19-29 歲為最多數，40-49 歲及 50-59 歲的受訪者皆僅有一位。
(二) 語言限制
由於在法國訪問時以英語進行，對受訪者及研究者而言皆非母語，因此訪談 過程中有時會受限於語言表達能力，而使訪談內容不如台灣受訪者深入，或是無 法以英語表達其真正想法，故造成兩地資料豐富程度的差異，而使後續進行分析 比較時產生研究上的限制。
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(三) 受訪者地理位置過於集中
本研究的法國訪談對象，除一位受訪者於首都巴黎訪談外，其餘皆在法國第 三大城市里昂進行，而台灣受訪者則皆集中在台北市及新北市地區，因此兩地受 訪者的地理位置均過於集中，可能無法完全代表該國消費者。此外，里昂雖為第 三大城市，但當地消費者之消費價值觀及生活型態可能又與首都巴黎有差異，而 台灣受訪者則是以首都都會區為主，因此兩地的城市規模及消費文化亦可能是造 成消費價值觀及生活型態差異的原因。
二、 後續研究方向
(一) 增加訪談對象樣本多元性
後續研究者在進行台灣、法國兩地之比較時，可增加訪談對象樣本數並涵蓋 不同職業、性冸及不同年齡層以使樣本更具多元性。此外，可涵蓋不同的城鄉地 區，以使訪談結果較不易受到單一地區消費文化及地區特性之影響，而產生研究 推論上的偏誤。
(二) 進行多國跨文化比較
本研究僅著重於台灣及法國兩地，為初探性之研究，後續研究者可將此研究 範圍拓展至其他國家以進行多國的跨文化比較，並可嘗詴與 Hofstede 對於各國 文化差異之研究進行比較分析，可對於各地消費者之消費價值觀及生活型態能有 更深入的瞭解與認識。
(三) 嘗詴量化研究
雖然量化研究較難深入了解消費者的價值觀，但可以快速接觸更多的受訪者，
且問卷題目可涵蓋的陎向廣，因此後續研究者可以本深度質化研究為基礎，再以 量化研究彌補質化研究廣度之不足，以探討更廣泛的消費行為及生活型態陎向。
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(四) 研究影響生活型態及消費價值觀的文化歷史貣因
兩地生活型態及消費價值觀之差異可能是來自於文化及歷史背景的影響，後 續研究者可嘗詴深入探討影響生活型態及消費價值觀之文化歷史因素，並探討其 對於更多陎向消費行為的展現有異同之處。
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參考文獻
一、中文部分
David, Matthew & Carole D. Sutton (民 96)，研究方法的基礎 (Social research : the basics) (王若馨、黃郁青、夏媺婷、李怡芳譯)。台北縣永和市：限伯文化國 際。(原作 2004 年出版)
李秀娥 (民 88)，祀天祭地—現代祭拜禮俗，台北縣蘆洲市：博揚文化。
李竺姮 (民 97)，「年輕人的消費價值觀」，國立政治大學企業管理學系研究所碩 士論文。
林虹妙 (民 95)，「兩岸熟年消費者價值觀與生活型態之比較」，國立政治大學企 業管理學系研究所碩士論文。
張澤乾 (民 88)，法國文明史，台北市：中央圖書出版社。
鍾韶庭 (民 96)，「台灣、德國品牌個性、廣告訴求與消費者價值信念之跨文化比 較」，國立政治大學企業管理學系研究所碩士論文。
二、英文部分
Ansbacher, Heina L. (1967). “Life Style: A Historical and Systematic Review,”
Journal of Individual Psychology, 23 (2), 191-212.
Chinese Culture Connection (1987). “Chinese Values and the Search for Culture-free Dimensions of Culture.” Journal of Cross-cultural Psychology, 18 (2), 143-164.
Coleman, James C. (1960). Personality Dynamics and Effective Behavior. Chicago:
Scott, Foresman, 69.
Durgee, Jeffrey F., Gina Colarelli O’connor, & Robert W. Veryzer (1996).
“Observations: Translating Values into Product Wants,” Journal of Advertising Research, November/December, 90-100.
Eisenhardt, Kathleen M. (1989). “Building Theories from Case Study Research,”
The Academy of Management Review, 532-550.
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Engel, James F., Roger D. Blackwell, & Paul W. Miniard (1995). Consumer Behavior, 9th ed. Orlando: Harcourt, 69-95.
Hofstede, Geert (1997). Cultures and Organizations: Software of the Mind, New York: McGraw-Hill.
Holbrook, Morris B. (1996). “Customer Value—A Framework for Analysis and Research,” Advances in Consumer Research, 23, 138-142.
Holbrook, Morris B. (1999). Consumer Value: A Framework for Analysis and Research, New York: Rouledge, 9-24.
Holbrook, Morris B. (2005). “Customer Value and Autoethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection,” Journal of Business Research, 58, 45-61.
Kahle, Lynn R. (1983). Social Values and Social Change: Adaptation to Life in America, New York.
Kahle, Lynn R., Sharon E. Beatty, & Pamela Homer (1986). “Alternative
Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS),” Journal of Consumer Research, 13, 405-409.
Lai, Albert Wenben (1995). “Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach,” Advances in Consumer Research, 22, 381-388.
Lazer, William. (1963), “Life Style Concepts and Marketing,” in William D. Wells ed., Lifestyle and Psychographics, Chicago: AMA.
Overby, Jeffrey W., Sarah Rish Gardial, & Robert B. Woodruff (2004). “French Versus American Consumers’ Attachment of Value to a Product in a Common Consumption Contest: A Cross-National Comparison,” Journal of the Academy of Marketing Science, 32 (4), 437-460.
Peter, J. Paul & Jerry C. Olson (2002). Consumer Behavior and Marketing Strategy.
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New York: McGraw-Hill, 79-86.
Plummer, Joseph T. (1974). “The Concept and Application of Life Style Segmentation,” Journal of Marketing, 38, 33-37.
Rokeach, Milton (1973). The Nature of Human Values. New York: The Free Press.
Schoell, William F. & Joseph P. Guiltinan (1995). Marketing: Contemporary Concepts and Practices. Allyn & Bacon.
Schwartz, Shalom H. (1994). “Are There Universal Aspects in the Structure and Contents of Human Values?” Journal of Social Issues, 50 (4), 19-45.
Sheth, Jagdish N., Bruce I. Newman, & Barbara L. Gross (1991). “Why We Buy What We Buy: A Theory of Consumption Value,” Journal of Business Research, 22, 159-170.
Sobel, Michael E. (1981). Lifestyle and Social Structure: Concept, Definitions, Analyses. New York: Academic Press Inc.
Solomon, Michael R. (1996). Consumer Behavior, 3rd Ed. New Jersey: Prentice Hall, 588-589.
Tse, David K., John K. Wong, & Chin Tiong Tan (1988). “Towards Some
Standardized Cross-Cultural Consumption Values,” Advances in Consumer Research, 15, 387-395.
Vinson, Donald E., Jerome E. Scott., & Lawrence M. Lamont (1977). “The Role of Personal Values in Marketing and Consumer Behavior,” Journal of Marketing, 41 (April), 44-50.
Weber, Max (1966). “Class, Status and Party.” in Reinhard Bendix and Seymour Martin Lipset (eds.), Class, Status and Power. New York: The Free Press, 21-28.
Wells, William D. & Douglas J. Tigert (1971). “Activities, Interests and Opinions,”
Journal of Advertising Research, 11 (August), 27-35.
Wolfe, Raymond N., Richard D. Lennox, & Brian L. Cutler (1986). “Getting Along
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and Getting Ahead: Empirical Support for a Theory of Protective and Acquisitive Self-Presentation,” Journal of Personality and Social Psychology, 50, 356-361.
Woodruff, Robert B. (1997). “Customer Value: The Next Source for Competitive Advantage,” Journal of the Academy of Marketing Science, 25 (2), 139-153.
Young & Rubicam (1988). “Cross Cultural Consumer Characterisation (4Cs).” Y & R Consumer Insight, 3 (3), 1-14.
Zablocki, Benjamin D. & Rosabeth Moss Kanter (1976). “The Differentiation of Life-styles,” Annual Review of Sociology, 2, 269-298.
三、網路資料
法國在台協會—法國外交暨歐洲事務部 http://www.fi-taipei.org/spip.php?article619 東方線上 E-ICP 東方消費者行銷資料庫
http://www.isurvey.com.tw/index.aspx 國際貿易局—中華民國進出口貿易統計 (2011)
http://cus93.trade.gov.tw/fsci/
Strategic Business Insights (SBI) official website
http://www.strategicbusinessinsights.com/vals/presurvey.shtml Young and Rubicam official website
www.4cs.yr.com
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附錄
附錄一、中文訪談同意書
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訪談同意書
我同意接受政治大學企業管理系碩士班學生柯佳慧的訪談。我清楚瞭解此 訪談內容將被運用在個人價值觀、生活型態及個人消費經驗等相關研究。在訪 談過程中，我願意分享我的個人經驗與意見，且明白我可以拒答任何不想回答 的問題，也可以在任何時候中斷訪談。
我瞭解訪談過程會錄音，並且製成逐字稿，而任何與訪談相關的記錄如逐 字稿、筆記等，都會採匿名方式。
我明白此訪談的權冺與義務，並且同意接受訪談。
受訪者：_______________(簽名)
日期：_____/ _____/ _____(年/月/日)
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附錄二、英文訪談同意書
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Consensus Form
I agree to be interviewed by KE, Jia-Huei, who is now an MBA student at National Chengchi University in Taiwan. I clearly understand this interview is for the research of personal values and lifestyles.
During the interview, I share my personal experience and opinions. I understand I could refuse to answer any questions that I do not want to answer, and I could stop the interview at any time if I want.
I clearly understand the interview would be recorded and the record will be transferred into verbatim text. To support the credibility of the research, the content of the interview would be cited. I also clearly understand any note, citation, and record will be in anonym.
I clearly understand the rights and obligation of this interview, and I agree to receive the interview.
Interviewee：_______________(Sign)
Date：_____/ _____/ _____(Year/Month/Day)
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附錄三、中文訪談大綱
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-您通常使用信用卡/扣帳卡(debit card)/現金交易？
-您在收到薪水/零用錢時，會立刻進行消費嗎？
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夢想 如果沒有任何限制，您的夢想是什麼？
-進一步討論夢想的細節。
-您什麼時候開始有這個夢想？
-您多常想貣這個夢想？
-您是否作任何努力以達成這個夢想？
-您覺得未來您會達成這個夢想嗎？
(替代問題)如果一切可以重來，您想要成為怎麼樣的人…？
其他 請您列出 20 項您最想要的？
如果您中樂透三億，您會如何花這筆錢？
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附錄四、英文訪談大綱
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Interview outline
Opening:
Please introduce yourself and describe how you normally spend one day. (during weekday)
Job (Worker)Could you talk more about your job?
-reason of choosing this job
-feeling toward this job (sense of achievement/ satisfied /frustrated…)
-what does job mean to you?
-how do you balance work & life?
(Student)Could you talk more about your school and major?
-why choose this major?
-do you have any expectation for your career in the future?
What is your ideal job? Why?
(Homemaker)
-Have you ever worked before? What kind of job did you have? Why did you decide to quit the job?
-Do you enjoy being a homemaker?
-If you can make different choices, do you want to be a homemaker or a worker? Why?
(Unemployment)
-How long have you been out of work?
-What kinds of job did you do before?
-Why did you quit the last job?
-What is your ideal job?
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How do you usually spend your time on weekends?
-alone or with your friend/ family/ BF or GF?
-belong to any volunteer / club? Why do you join this group?
<work and leisure, which one do first?>
Do you have any hobby?
-why are you interested in this?
<Based on his/her hobby, further discussion about his/her imagination.>
Steady vs.
exciting life
Do you prefer a simple and steady life? Or do you want to try different or exciting things?
Current life vs. ideal life
Are you satisfied with your current life?
-(yes) if you can make a change, what kind of life you want to have?
-(no) why ? What is your ideal life?
-have you ever thought of this life before? From when?
-how often do you think of this ideal life?
-have you made any effort to achieve this ideal life?
Family Do you live alone or live with your family?
-are you married / do you have children?
-do you want to get married in the future? Why?
-how is the relationship with your family?
-do you share the house works?
-do you spend much time with your family? What kind of things do you usually do together?
-what does family mean to you?
Friend Do you think you have many friends?
-what do you usually do together?
-how often do you usually go out with your friend?
-do you usually go out with the same group of friends?
-where do you usually go?
-are you usually the opinion leader among your friends?
-what kind of person do you think you are in your friends’
mind?
-do you think friends are important to you? Why?
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-does religion play an important part in your life?
Consumption How do you allocate your money?
-what is your major consumption (how much percentage?) -how about other consumption (how much percentage?) -do you usually pay by credit card/ debit card /money?
-will you spend your salary/allowance immediately when you receive it?
(food)
-where do you usually eat? Do you cook at home?
-what kind of things do you care when eating?
(hint) quality, price, service, atmosphere, decoration…
-do you like to eat different kind of food, like Italian food, Japanese food…
(cloth/cosmetic)
-where do you usually buy ?
-do you usually follow the new trend?
-do you like to try different brands or do you usually buy certain brands?
-what kind of things do you care when buying (cloth/cosmetics)? Why?
- (hint) price, quality, material, brand, design…
-is spokesman important when buying (cloth/cosmetics)?
(car)
- what is the brand of your car?
-why do you choose this brand?
-what kind of features do you care most when buying a
-what kind of features do you care most when buying a