研究限制與未來研究之建議

本研究雖力求過程嚴謹，但因為時間、人力、預算的限制，故以大學生和研 究生為受測樣本，並以便利抽樣的方式進行抽樣，雖然學生之填答意願及配合度 較高，但在推論實際環境狀況時，其角度與影響力可能產生偏誤，而影響本研究 結果；另外，問卷情境之設計，本研究以虛擬故事情境方式進行設計，雖然力求 設計情境能符合現實狀況，然而因為受測者認知的不同，對於本研究情境之設計 或許有不同的解讀方式，可能影響本研究之推論；此外，本研究雖力求問卷具足 夠之內容信度，故對於問卷問項來源皆盡力尋求，但仍有些部分，過去學者並未 深入探討(如知覺漲價)，本研究首度嘗詴進行實證分析，雖然亦參考相關文獻的 設計，但在結果的測量上可能有些不足。

最後，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：

本研究實驗一和二雖探討了不同的促銷類型(金錢性促銷 vs. 非金錢性促銷)和 相同類型但不同框架形式(金錢性促銷【全部折扣】 vs. 金錢性促銷【聚焦折扣】) 來進行實驗，但在有關單純非金錢促銷部份，則未進一步探討。因此，業者促銷 減少前後所提供的贈品性質(如：功能互補)及消費者對贈品的偏好(如：情感互補) 等，是否會影響到消費者知覺漲價與再購意願，則值得未來深入的研究。

此外，未來研究也可以增加不同的實驗情境或不同價格呈現的形式來促發消 費者專注的焦點(如：可以嘗詴用點數與現金形式)，甚至不同的漲價幅度等，皆 值得再深入探討，以彌補目前研究之不足。

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