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第三節 研究限制與後續研究方向
一、研究限制
1. Amazon 於台灣的使用者較少：雖然 Yahoo! 奇摩拍賣、PChome Online 網 路家庭、與露天拍賣等台灣大型網路購物平台有著較高的市占率，但在考量 Amazon 的評分機制與文章分類較完備，較符合實驗設計的需求後，仍選擇 於台灣使用人數較少的 Amazon 作為擬真網頁之平台。因此對於部分來自台 灣的受試者而言，英文的網頁可能會造成其填答上的困難與疑慮。
2. 網路問卷之限制：由於是發放網路問卷，雖然可以達到較擬真的施測效果，
但也較無法控制受試者的填答品質；此外，網路問卷的擴散程度有限，因此 受試者多為周遭之親友，而無法得到較全面且平衡的樣本來源。
3. 樣本數之限制：為求擬真，問卷的填答難度變得較高，使得願意填答的人數 不多；加上選擇 iPhone 5 為標的，更限縮了能夠施測的人數。因此，最後僅 收得 103 份有效問卷，使得無法進行交叉分析。
4. 評論內容屬性的判別：本研究採用人工判別之方式，因此對於評論內容之屬 性判別的原則與一致性較難達成，以致對於判定的客觀度、或評論標準的統 一有執行上的困難。
二、後續研究方向
1. 嘗試採用不同之標的：由於研究限制，故本研究僅能選取一項產品來做為研 究標的。若未來能夠針對多產品同時進行研究，便可有多一層產品類別之探 討，對於其是否影響從眾行為產生也更做進一步之討論。
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2. 納入「涉入程度」之討論：消費者若花了越多時間去研究與了解一產品，其 涉入程度增加，或許會使其較不容易產生從眾行為；此外，「涉入程度」與
「產品知識」之間對於從眾行為之關係也非常有趣。因為產品知識越高者，
通常其涉入程度也應較高，所以涉入程度或許是產品知識與從眾行為產生的 關係間之調節因子，此也有待後續研究繼續探討。
3. 延續「沉默的大多數」之研究：本研究透過問卷設計之技巧，以獲取「沉默 的大多數」之特徵和其與「非沉默的大多數」之差異。若將來之研究能夠針 對「沉默的大多數」之特徵最更詳盡的描述、甚至實驗如何將「沉默的大多 數」誘發為「非沉默的大多數」，絕對能夠提供學術研究上與行銷實務上莫 大的貢獻。
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