第五章 結論與建議
第三節 研究限制與未來研究之建議
本研究是在探討消費者辨識性混淆與口碑對延遲購買行為之相關並且 以汽車為研究案例，在此提出建議往後相關研究探討方向：
一、 研究構面可加消費者人格特質再作深入探討分析
本研究未針對人格特質進行深入探討，因此建議未來相關研究可加入 此部份做探討，包括﹕「社會層級」、「自我形象」、「個人滿足」、「經濟狀 況」、「精明」、「虛榮心」、「無知」、「主觀知識」、「價值觀」、「生活型態」… 等等。以更進一步了解消費者人格特質對消費者辨識性混淆與口碑對延遲 購買行為之相關。
二、 探討其他可能影響消費者延遲購買行為之重要變數
本研究在選擇相關構面的使用上，將著眼點放在消費者購買決策中會 考量的屬性，並且是廠商能夠控制並且操作的變數，以期能提供廠商在面 對延遲購買行為時的對應方式。但仍有許多變數確實具有探討價值，因此 建議後續研究可以更深入探討以更豐富延遲購買行為的內涵。
三、 嘗試利用其他不同的研究方法進行實驗
本研究採用網路問卷的方式，讓消費者自行上網填寫問卷，因此無法 控制填寫人可能會受到一些無法控制的外部因素干擾，例如填寫問卷時不 專心填答等情況。未來的研究建議可以嘗試利用其他不同的研究方法進行 實驗，進而探討比較兩者間的實驗結果差異。
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附錄
消費者辨識性混淆與口碑對延遲購買行為之相關 -以汽車為例
親愛的填卷者您好：
感謝您抽空填寫本問卷。本問卷採取不記名方式作答，問卷內容僅供 學術研究之用並保密不對外公開，敬請安心填答。
謝謝您的幫忙，在此表達萬分感謝之意！
國立臺灣師範大學 指導教授：洪榮昭 博士 研究生 ：洪希真 敬上
壹、基本資料填寫（請您閱讀後就個人實況，在適當的口中打）
1.性別：男女
2.年齡：25~30 歲31~35 歲36~40 歲41 歲以上
3.學歷：高中/職（含）以下大專院校研究所（含）以上
4.職業：金融業電子資訊業製造業服務業其他（含軍公教）
5.平均月收入：25001-35000 元35001~45000 元45001 元以上
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