第七章 結論與建議
7.4 研究限制與未來研究之建議
本研究雖力求過程嚴謹，但仍會產生以下幾項限制：
一、 為顧及實驗內部效度與樣本同質化的目的，本研究以大學在學生為研究對 象，雖然學生填答意願與配合度較高，但其生活型態與特質可能無法代全 部的消費者，而影響本研究結果。
二、 本研究以為避免過多干擾因素產生，而選擇以虛擬情境方式設計並採用問 卷方式進行調查。雖然，力求設計情境能符合現實情況，但仍與真實環境 有所差異，且因受測者認知的不同，對於本研究之情境或許有不同的解讀 方式，可能影響本研究之推論。
三、 研究中僅探討兩種不同產品之組合產品促銷，由於組合產品涉及兩項或兩 項以上產品或服務之組合，然而本研究僅就兩項產品組合方式進行討論，
因此對於實務運用方面可能產生限制。
四、 問卷的問項中雖有提及受測者對於舊產品的價值、實用性與未來的使用可 能性，但未明確詢問對於舊產品的殘值，因此對於心理折舊的機制部分未 能做到全面的詮釋。
最後，由於消費者行為的研究涵蓋廣泛，未來仍有許多議題值得深入探討，
如在本研究中探討了不同的促銷框架，以及未來的產品升級可能意願，但僅聚焦 於耐久性產品，對於一般消費性產品則未進一步探討，是否一般性消費產品與耐 久性產品在成本配置與升級意願上存在差異；且本研究的情境設計中是設定消費 者同時需要組合促銷內的兩種產品，但現實方面，很多時候消費者可能僅需要其
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中某一產品，如組合促銷中的主產品，此時的成本配置是否仍會與本研究結果相 同？值得未來深入研究。
此外，未來研究組合產品促銷相關議題，能延伸更多的產品組合，而非僅侷 限於兩項商品組合促銷，以彌補目前研究組合產品促銷之不足。
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70 消費經驗，市面上的電腦價格約 NT＄15,000-NT＄20,000 之間，而印表機價格約 NT＄2,000-NT＄5,000 之間。兩人個別前往不同的 3C 賣場選購。當張先生在選 購時，注意到賣場現在有組 G 牌電腦(原價 NT＄18,000)與 H 牌印表機(原價 NT