第五章 結論與建議
第三節 研究限制與後續研究方向
本研究雖力求嚴細，但基於許多在人力及時間上的限制，在研究過當中遭遇 到一些困難與限制，而無法具有完臻性。將列出以下幾點供未來研究者參考：
一、樣本代表性
在受試者方面，由於本研究抽樣樣本全為學生，其出國經驗的多寡與個人的 時間風格與一般人士可能有所差異，因此對於時間落差距離以及口碑資訊的反應 可能也會有所不同，導致分析結果的代表性不足，因此後續研究在樣本資料蒐集 上，可利用線上問卷填答的方式，使受試者的背景更多元化。
二、研究情境的設計
其次，在本研究當中，雖然服務產品價值知覺對等待者願意等待的時間上限 沒有明顯影響，但因本研究未以真實即將至韓國旅遊的遊客作為受試者，因此可 能造成樣本無法揣摩及判斷旅遊行程的價值知覺與等待時間上限兩者間的關 係。因此，建議未來作進一步研究時，可與旅遊業者合作，以真實的等待情境為 實驗環境以作更完整的觀察。
三、口碑資訊對顧客價值知覺的影響
由於網路的普及化，許多消費者皆透過線上聊天室、論壇等網站作為資訊搜 尋的入口，例如：台大BBS 批踢踢實業坊（bbs://ptt.cc）的美食版，是許多年輕 學子或網路經常使用者最常瀏覽的入口網站；在該版中除了有許多顧客提供過去 的消費經驗及建議之外，也對服務企業進行排行與推薦，更重要的是，其嚴禁廣 告文以維持美食版上公正公立的形象及立場，讓使用者更加信任該版上所蒐集得 來的資訊。因此建議未來研究，可探討其他類型的口碑資訊來源，以進一步觀察 資訊來源的不同對口碑資訊與顧客價值知覺的影響。
雖然在本研究中已驗證口碑資訊對顧客價值知覺的確具有強化效果，但經前 述文獻探討可得知，當資訊內容越生動，則顧客會對該資訊產生較深刻的印象，
並且能引發更多的思考活動(cognitive activity)( Kelly et al.,，1989)。也有學者認 為，當我們所提供的資訊係攸關顧客對產品的評價時，資訊內容的生動程度會影 響顧客對產品之選擇；而本研究僅以文字呈現口碑資訊，故建議後續的研究者可 繼續探討口碑資訊，並將資訊分為文字、圖片或文字加圖片等型式，以得出更多 有關口碑資訊對顧客價值知覺的影響。
四、探討不同類型服務產品的等待
在本研究中所採用的實驗情境是韓國旅遊，然而實務上採用預購機制的服 務產品相當多，例如：演唱會或快遞服務等。不同的服務產品類型，消費者對等 待時間的態度也會有所差異，且時間落差距離之間距也會隨之不同。如：採取預 約制的髮型沙龍店，一般而言來店消費至少提前一日預約；若服務業者將時間間 距調整為提前一個月，則會讓顧客感到不合理且太漫長。故未來研究者可針對不 同類型的服務產品作進一步的探討。
五、探討不同情境下的等待
等待者對等待時間的態度受到許多因子的影響，如：個人對時間態度、該 等待標的物的重要性與涉入度等等。即使是同一種服務產品，也會因為情境的不 同而改變等待者對等待時間的重視程度，以預購演唱會門票為例，若是鮮少在台 灣舉辦的演唱會，如：帕華洛帝的世界巡演告別演唱會。相較於其他藝人演唱會 通常是一個月前開放購票，即使民眾需要多等待一個月的時間，仍因為感到機會 難得而認為等待是值得的。因此相信不同的情境因素也會影響對等待時間的忍受 度。
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