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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第三節 研究限制與後續研究方向
一、 研究限制
(一) 波蘭受訪者多元性不足
波蘭與台灣的英語使用情況差不多，並非所有的人都會說英語，多為學生或 商務人士，而且能夠說流利英語的人佔少數，甚至因為波蘭薪資水準相較於其他 歐洲國家較低，因此許多會說英語的人會選擇到其他國家工作，尤其是醫生、護 士、機長等與他國收入懸殊較大的職業。加上本研究採深度訪談的方法，過程需 耗費2至3小時，所以願意受訪的人相當有限。故本研究之受訪者在職業與年齡上 較為集中。
(二) 語言限制
本研究於波蘭訪談全程以英語進行，然而英語並非研究者與受訪者之母語，
故訪談過程中，雙方可能都有詞不達意，或受限於語言，無法作深入解說之處，
而產生台灣、波蘭兩地訪談內容豐富度的差異，並造成後續分析時的限制與困難。
舉例來說，本研究發現台灣有幾位受訪者的消費價值觀在某一分界點改變了，例 如婚前與婚後、自己賺錢前後或自己當老闆前後，消費行為有所不同；但因不確 定波蘭受訪者是真的沒有這種現象存在，抑或是要表達此概念在言語上有困難，
所以未闡述此概念並作推論。
(三) 受訪者代表性不足
如前所述，波蘭受訪者在職業與年齡上較為集中，研究結果可能無法代表多 數波蘭人的情形；尤其台灣、波蘭兩地學生樣本居多，由於學生受訪者尚未踏入 社會、經濟與社會地位尚未獨立，因此受限於這些因素，其個人的消費價值觀與 生活形態尚未完全發展成熟，反映出的消費模式也尚未確立，因此訪談所得較為
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有限。另外，雖然兩地訪談地點皆位於該國首都，但同一國家各地的消費狀況與 生活型態仍舊可能存有差異，並無法完全代表該國消費者。
二、 後續研究方向
(一) 增加樣本多元性
後續研究者欲進行台灣、波蘭兩地之研究時，可嘗詴增加樣本數，以及擴大 年齡層、職業別、收入多寡、地區等，以求樣本多元性，增加推論結果的準確度。
(二) 加入文化與歷史背景作探討
文化是源遠流傳下來累積而成，對處於該文化下的人影響力甚深，而歷史能 造尌民族性，對人也有一定的影響力，因此在探討消費價值觀與生活型態的過程 中，若將文化與歷史背景納入參考，有助於得到更適切的結論。
(三) 加入量化研究
雖然量化研究較難深入了解一個人的價值觀，但後續研究可考慮以量化方法 更廣泛分析兩地大樣本消費者，以稍加克服質化研究廣度不足的問題。
(四) 進行多國之比較
本研究之研究對象來自為台灣與波蘭兩地，後續研究者可考慮將研究範圍擴 大至其他洲別與國家，並與Hofstede的文化研究進行比對與分析，便能增加對各 地消費者消費價值觀與生活型態的瞭解。
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參考文獻
一、 中文部分
文崇一 (民 78)，中國人的價值觀，台北市：東大。
江明修 (民 98)，研究方法論，台北市：智勝文化。
李元墩、李坤崇 (民86)，台灣、香港與大陸大學生價值觀及其相關因素之比較 硏究，行政院國家科學委員會補助專題硏究報告，台北市：行政院國科會 科資中心。
洪茂雄 (民99)，波蘭史，台北市：三民書局。
楊國樞 (民82)，「傳統價值觀與現代價值觀能否同時並存？」，中國人的價值 觀：社會科學觀點，楊國樞主編，台北市：桂冠。
經濟部投資業務處 (民99)，波蘭投資環境簡介，台北市：經濟部。
熊仁義 (民88)，現代人的價值觀，台北市：青年日報社。
劉必權 (民99)，波蘭，台北縣中和市：川流。
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二、 英文部分
Adler, Franz (1956). ―The Value Concept in Sociology,‖ The American Journal of Sociology, 62, 272-279.
Ansbacher, Heina L. (1967). ―Life Style: A Historical and Systematic Review,‖
Journal of Individual Psychology, 23 (2), 191-212.
Bryman, Alan (1988). Quantity and Quality in Social Research, London: Unwin Hyman, 93-126.
Chinese Culture Connection (1987). ―Chinese Values and the Search for Culture- free Dimensions of Culture,‖ Journal of Cross-cultural Psychology, 18 (2),
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Clawson, C. Joseph & Vinson, Donald E. (1978). ―Human Values: An Historical and Interdisciplinary Analysis,‖ Advances in Consumer Research, 5, 396-402.
Crowe, Ellen & Higgins, Tory E. (1997). ―Regulatory Focus and Strategic
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Eisenhardt, Kathleen M. (1989). ―Building Theories from Case Study Research,‖ The Academy of Management Review, 14 (4), 532-550.
Feather, Norman T. (1975). Values in Education and Society, New York: The Free Press.
Gutman, Jonathan (1982). ―A Means-End Chain Model Based on Consumer Categorization Processes,‖ Journal of Marketing, 46 (2), 60-72.
Hawkins, Del I., Best Roger J., & Coney Kenneth A. (2001). Consumer Behavior:
Building Marketing Strategy, 8th ed. New York: McGraw-Hill, 435-436.
Higgins, E. Tory, Shah, James, & Friedman, Ronald (1997). ―Emotional Responses to Goal Attainment: Strength of Regulatory Focus as Moderator,‖ Journal of Personality and Social Psychology, 72 (3), 515-525.
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Hofstede, Geert (1997). Cultures and Organizations: Software of the Mind, New York:
McGraw-Hill, 23-173.
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.
Hustad, Thomas P. & Edgar A. Pessemier (1974). ―The Development and Application of Psychographic, Life-style and Associated Activity and Attitude Measures,‖
Lifestyle and Psychographics, Wells, William D., ed. Chicago: AMA, 31-70.
Kahle, Lynn R. (1983). Social Values and Social Change: Adaptation to Life in America, New York: Praeger.
Kahle, Lynn R., Beatty, S. E., & Homer, P. (1986). ―Alternative Measurement Approaches to Consumer Values: The List of Values (VOL) and Values and Lifestyles (VALS),‖ Journal of Consumer Research, 13, 405-409.
Kluckhoh, Clyde (1951). ―Values and Value-Orientations in the Theory of Action: An Exploration in Definition and Classification,‖ Toward a General Theory of Action, Talcott Parsons & Edward Shils, Cambridge, Mass, eds. Haward Univ.
Press, 388-433.
Lai, Albert Wenben (1995). ―Consumer Values, Product Benefits and Customer
Value: A Consumption Behavior Approach,‖ Advances in Consumer Research, 22, 381-388.
Marieke de Mooij & Hofstede, Geert (2002). ―Convergence and Divergence in Consumer Behavior: Implications for International Retailing,‖ Journal of Retailing, 78 (1), 61-69.
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Marieke de Mooij & Hofstede, Geert (2010). ―The Hofstede Model Applications to Global Branding and Advertising Strategy and Research,‖ International Journal of Advertising, 29 (1), 85-110.
Moore, Marguerite, Karen McGowan Kennedy, & Fairhurst, Ann, (2003)
"Cross-cultural Equivalence of Price Perceptions between US and Polish Consumers," International Journal of Retail & Distribution Management, 31 (5), 268-279.
Plummer, Joseph T. (1974). ―The Concept and Application of Life Style Segmentation,‖ Journal of Marketing, 38, 33-37.
Reynolds, Fred D. & Darden, William R. (1974). ―Constructing Life Style and Psychographics," Life Style and Psychographics, Wells, William D., ed.
Chicago: AMA, 73-95.
Rokeach, Milton (1973). The Nature of Human Values, New York: The Free Press.
Sanchez-Fernandez, Raquel & Iniesta-Bonillo, M. Angeles (2006). ―Consumer Perception of Value: Literature Review and A New Conceptual Framework,‖
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19, 40-58.
Schwartz, Shalom H. & Bilsky, W. (1987). ―Toward a Universal Psychological Structure of Human Values,‖ Journal of Marketing, Journal of Personality and Social Psychology, 53 (3), 550-562.
Schwartz, Shalom H. & Bilsky, W. (1990). ―Toward a Theory of the Universal Content and Structure of Values: Extensions and Cross-Culture Replications,‖
Journal of Marketing, Journal of Personality and Social Psychology, 58 (5), 878-891.
Schwartz, Shalom H. (1992). ―Universals in the Content and Structure of Values:
Theoretical Advances and Empirical Tests in 20 Countries,‖ Advances in Experimental Social Psychology, 25, 1-65.
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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.
Sobel, Michel E. (1983), ―The American Behavior Scientist: Lifestyle Expenditures in Contemporary American Relations Between Stratification,‖ The American Behavioral Scientist, 26 (4), 521-533.
Vinson, Donald E., Scott, Jerome E., & Lamont, Lawrence M. (1977). ―The Role of Personal Values in Marketing and Consumer Behavior,‖ Journal of Marketing, 41 (2), 44-50.
Wills, William D. (1974). ―Life Style and Psychographics: Definitions, Uses and Problem,‖ Life Style and Psychographics, Wells, William D., ed. Chicago:
AMA, 317-363.
Wind, Yoram & Green, Paul E. (1974). ―Some Conceptual, Measurement, and Analytical Problems in Life Style Research‖ Life Style and Psychographics, Wells, William D., ed. Chicago: AMA, 99-126.
Young & Rubicam (1988). ―Cross Cultural Consumer Characterisation (4Cs).‖ Y & R Consumer Insight, 3 (3).
Zablocki, Benjamin D. & Rosabeth Moss Kanter (1976). ―The Differentiation of Life-styles,‖ Annual Review of Sociology, 2, 269-298.
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三、 網路資料
行政院主計處
http://www.dgbas.gov.tw/mp.asp?mp=1，擷取日期：2011/11/20 東方線上 E-ICP 東方消費者行銷資料庫
http://www.isurvey.com.tw/index.aspx，擷取日期：2011/11/05 波蘭統計局
http://www.stat.gov.pl/gus/index_ENG_HTML.htm，擷取日期：2011/11/20 歐盟官方網站
http://europa.eu/documentation/index_en.htm，擷取日期：2011/11/20 學者Geert Hofstede的網站
http://www.geert-hofstede.com/，擷取日期：2011/10/30 SBI (Strategic Business Insights) 網站
http://www.strategicbusinessinsights.com/vals/presurvey.shtml，擷取日期：
2011/11/05
Young & Rubicam 網站
http://www.4cs.yr.com/global/，擷取日期：2011/11/05
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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陳咨良的訪談。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。
我明白此訪談的權利與義務，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 CHEN, Tz-Liang, 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？
飲食
-您通常在哪裡吃飯？您會自己在家裡煮飯嗎？
-談到飲食時，您最在意的是什麼？(價格/服務/食材/氣氛…) -您喜歡嘗詴異國料理嗎？如義大利料理、日本料理…
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消費傾向 (續)
服裝/化妝品
-您通常在哪裡購買？
-您通常會跟隨新的潮流嗎？
-您通常會購買特定的品牌嗎？
-購買的時候，您最在意的是什麼呢？為什麼？
(價格/品質/材質/品牌/設計…) -代言人對您來說重要嗎？
汽車
-您的車子是什麼品牌的？
-為什麼您選擇購買這個品牌？
-當您買車的時候，選購的標準是什麼？
旅行
-您多常外出旅行？
-您通常在國內或出國旅行？
-通常跟誰一貣旅行？
-為什麼您喜歡旅行？
房屋
租屋
-請您描述一下您的房子？
-您未來會想買房子嗎？
-您理想中的房子是怎麼樣的？
繳房貸
-請您描述一下您的房子？
-您理想中的房子是怎麼樣的？
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理想自我 您有沒有任何欣賞或是想要成為的人？
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？
-您是否為了達成這個夢想而作了任何努力？
-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:
Thanks for receiving this interview. My name is Tz-Liang, Chen. I am now an MBA student in National Chengchi University in Taiwan and I am here as an exchange student in Warsaw School of Economics(SGH). The purpose of this interview is for an academic research regarding value, lifestyle and imagination. I will ask you some questions, please answer these questions based on your personal opinions and
experience. This interview will take about 2.5 hours. Please read this consensus form, if there are no other questions, please sign below.
Self Introduction
Please introduce yourself and describe how you normally spend one day. (during weekday)
Job
Worker
-Could you talk more about your job?
-Reasons of choosing this job
-Feeling toward this job (sense of achievement/ satisfied / frustrated…)
-What does job mean to you?
-How do you balance work and 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?
Une mployme nt
-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?
Do you have any hobby?
-Why are you interested in this?
<Based on his/her hobby, further discussion about his/her imagination.>
Work and leisure, which one do first?
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 friends?
-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?
Religion Do you have any religion?
-Does religion play an important part in your life?
Steady Life 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?