第五章、 研究結論與建議
第三節、 研究限制與未來研究之建議
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第三節、 研究限制與未來研究之建議 壹、 研究限制
一、 研究範圍的限制
隨著智慧載具與網路平台蓬勃發展，原生廣告至今已演化出多元且複雜 的型態。即使本研究將原生廣告限縮為內容網站的文字連結型廣告，但在此 分類下仍有許多不同類型的原生廣告，各自的組成元素也不盡相同，包括圖 片型態、文案字數、環境因素…等。本研究為了簡化影響變數，而選擇探討 最基本的原生廣告，僅考量廣告位置、內容一致性、產品涉入及內容涉入等 因素。往後研究成果需要套用到其他廣告型態上，可能需要進行調整或控制 其他變數。
二、 實驗設計與量測的限制
本研究為控制影響因子，只於頁面中投放一個廣告。但是媒體商實際在 操作時是同時對消費者投放多個且多樣類型的廣告，競爭使用者的關注。因 此本研究的模擬情境相對單純，並未探討廣告在類真實的情況下，其他廣告 對原生廣告效果的干擾效果。另外，也未討論多個廣告可能會放大廣告的干 擾性，對使用者態度的負面影響。
為降低消費者對品牌既定印象的干擾，而使用虛擬品牌。但研究結果說 明消費者對虛擬品牌感到陌生，未能有效反映出原生廣告對品牌態度的影響，
可能導致本研究在品牌態度上的解釋能力的限制。再者，本研究設定的虛擬 品牌名稱及廣告文案的文字敘述都有可能會對受試者的廣告效果造成影響，
建議往後實驗設計時應進行前測以控制該影響因子。
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本研究在正式問卷前並未考慮到實驗使用的手機、茶飲廣告與內容之間 的一致性是否具有相同水準。兩者有可能因為一致性的差異，造成研究產品 涉入議題時分析結果的偏誤。建議未來做內容一致性相關研究時，應該以前 測確認一致性的水準，提升研究結果的解釋力。
問卷第四部份為避免受試者因為記憶模糊而難以作答，因而在第四部份 的開頭置放廣告文案作為提醒，但卻可能因此造成受試者的部分廣告態度、
品牌態度、點擊意願是受到第四部份提示的影響而非最初的模擬頁面，進而 造成量測結果的偏誤。不過，從廣告位置造成廣告態度、點擊意願顯著差異 的結果來看，本研究受到的偏誤程度並不高。但仍建議往後研究為避免偏誤，
可藉由縮短問卷、調換位置，將低作答時間以避免廣告二度曝光造成影響。
研究以點擊意願衡量廣告曝光後的行為意圖，用以預測消費者後續行為 的傾向。不過若能製作模擬網頁，受試者得以真實上機操作、點擊連結，一 來可以讓受試者更融入瀏覽環境，二來也能蒐集企業主更為在意的點擊資料，
研究結論能更為準確且貼近企業需求。
貳、 未來研究之建議
一、 高相關度所衍伸的隱私問題
過去研究指出當廣告與內容的一致性太高會讓消費者產生資訊安全或 隱私的疑慮，因而降低對廣告態度 (Cramer, 2015; Goldfarb & Tucker, 2011)。
可能由於本研究採用日常消費商品，因此並未發現內容一致性與廣告態度呈 負向關係。建議後續如果要從事隱私問題的研究，在產品類型的選擇上應選 擇信用卡、金融保險商品等風險意識較高的產品。
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二、 研究原生廣告的其他變項
IAB 提出六大分析構面，但是本次只針對廣告位置與一致性進行研究。
本研究認為另外兩項構面：廣告連結整合度、廣告揭露方式，同樣有可能會 對廣告效果、消費者觀感造成影響，因此建議若要延伸原生廣告的研究，可 以嘗試探討這兩項構面與廣告效果的關係。
此外，過去十幾年已累積相當可觀的網路廣告研究，也驗證出諸多影響 廣告效果的變數。不過過去研究多使用橫幅廣告或行動廣告進行研究，現在 面對新興的原生廣告型態，過去理論或關係是否能套用還有待驗證，因此建 議研究可以從此延伸。
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附錄二、正式問卷（手機主題內容）
（資訊流內 x 高一致性 x 高涉入產品廣告為例）
先生／小姐您好：
感謝您在百忙之中撥冗填寫這份問卷！此問卷主要目的是為瞭解閱讀情境對消費 者態度的影響。本問卷共分成六個部分，第一部分會請您閱讀指定之網頁，完畢後再請 您依序填答後續問題，預計施測時間約需 5~10 分鐘。所有的研究資料將僅供學術使用，
不會對外公開，請您安心作答。
凡是有效問卷將贈予 150 P 幣，請您在問卷最末留下您的 PTT 帳號，派發作業預 計會在 7/12(日)前完成。此外， 7/12 當天本研究也會從有效問卷當中抽出 5 名 7-11 百元禮卷的得主，公布於 FB & PTT 原文中並連繫幸運得主。在此衷心感謝您的協助，
並預祝您中獎！
敬祝 身體健康、平安順心
國立政治大學企業管理研究所 指導教授：樓永堅 博士 研 究 生：陳維謙
第一部分、瀏覽網頁
請您利用 2-3 分鐘的時間，仔細瀏覽 次頁的網頁內容，
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第二部分、網頁內容涉入程度
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重要的 1 2 3 4 5 6 7 不重要的 我不感興趣的 1 2 3 4 5 6 7 我感興趣的 與我不相關的 1 2 3 4 5 6 7 與我息息相關的 令人興奮期待的 1 2 3 4 5 6 7 不令人興奮期待的