第五章 結論與建議
第三節 研究限制與未來研究建議
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第三節 研究限制與未來研究建議
本研究雖所得結果豐碩，然研究過程受限於實驗設計與其他諸多限制影響，
仍有部份未臻完善之處可藉由未來之研究加以補足，歸納如下：
雖然極大化程度與完美主義實屬不同心理構念，然本研究仍發現極大化程度 與自我導向及他人導向完美主義具顯著正向關係。完美主義之概念係從精神病學 領域發展而得，過去研究並發現，自我導向與他人導向完美主義傾向與其他非適 應性人格特質 (Maladjustment Personality) 有高度相關，如高自我標準、自我批 判、自我譴責等 (Hewitt et al, 1991。特別在他人導向與高自我標準、自我批判、
譴責他人、獨裁主義與支配慾具高度相關之下，本研究認為極大化程度與這些非 適應性人格特質極有可能亦存在顯著關聯。過去極大化相關研究多著重於極大化 程度對個人資訊搜尋與選擇行為之探討，對於極大化傾向除了影響個人自身選擇 行為外，是否進一步影響他人的選擇與決策行為，則可藉由表 5-1 之成果進行更 深入的推論，以期更深入了解極大化程度對消費者選擇行為與態度之影響。
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表 5-1 完美主義與其他非適應性人格特質傾向之相關
人格特質 自我導向
完美主義
他人導向 完美主義 高自我標準
High self standard 0.46*** 0.22* 自我批判
Self criticism 0.46*** 0.25**
自我譴責
Self blame 0.21* 0.12 譴責他人
Other blame 0.15 0.43**
獨裁主義
Authoritarianism 0.24 0.32* 支配慾
Dominance 0.20 0.30* 自戀
Total harcissism 0.21* 0.29**
權威感
Authority 0.26* 0.24*
其次，本研究所陳列的所有產品屬性內容，係參考真實購物網站之消費資訊，
即使產品屬性間所獲得的平均重要度分數有所差別，整體屬性所得之重要度分數 仍有偏高情況 (皆高於 4.0 分)，因此在本次衡量中便無法獲得不同極大化程度受 測者在低度重要屬性之重視程度與屬性規格要求標準之差異，建議未來相關研究 可補足本研究產品屬性挑選上的缺失，進一步得知不同極大化程度消費者在相對 重要度較低之屬性挑選機制與要求標準上的差別。
研究一為顧及衡量不同極大化程度受測者在產品屬性重視程度與規格要求 標準差異之方便性，僅列出如 12 吋筆記型電腦之硬碟容量與非單眼數位相機之 畫素等，可進行規格數據調整，且受測者可依數據判斷等級差異之量化型產品屬 性。對於無法依數據評斷好壞之質化型屬性，如代言人、產品款式造型等，則未 列入本研究加以探討，因此本研究無法得知不同極大化程度消費者面對質化型屬 性的遴選機制與要求標準是否同樣存在顯著差異，建議未來研究可改以質化研究
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方法，針對質化型屬性探討極大化程度對消費者在挑選這些屬性時的影響。
研究二結果顯示，四個實驗條件組受測者之平均筆記型電腦搜尋數量約介於 21 至 29 個產品之間，此數據較本研究在前測階段所調查之同施測族群受測者實 際筆記型電腦消費經驗，搜尋筆記型電腦之數量約 5 至 7 台多上許多。推估實驗 所獲得之受測者平均產品搜尋數量與實際消費經驗之產品搜尋數量造成如此大 差異之原因在於：(1) 本研究為提高受測者參與實驗之動機，將實驗設計包裝為
「好禮對對碰」之遊戲任務，受測者可能會為能贏得獎項而提高產品資訊搜尋數 量；(2) 本研究僅為每項實驗產品提供六項產品屬性，做為受測者參考之依據，
然實際消費經驗下，除產品屬性規格外，消費者經常會透過其他資訊管道，如廣 告、廠商對產品提供之文案、功能說明、論壇討論區之產品相關討論、其他使用 者之消費經驗等來源，獲取同一產品相關資訊，因此在單一產品搜尋資訊內容較 大之下，整體產品搜尋數量會顯著小於本研究所獲得之數據。建議未來研究可在 實驗設計方面多加改善，盡量力求與消費者實際消費與產品資訊搜尋行為一致，
則可提高研究結果之外部效度。
另一方面，本研究發現極大化者擁有相對較高之產品搜尋過程滿意度，然受 到本研究並非讓消費者真正透過購買行為擁有產品之故，僅以產品知覺價值作為 決策結果主觀評價之衡量標的，建議未來可透過實驗設計改良，讓受測者能真正 獲得或使用產品，藉此探討極大化程度如何透過時間成本與資訊利益之評估，進 而影響受測者對產品產品滿意度，進而瞭解極大化程度對消費者搜尋過程滿意度 與最終產品滿意度之影響。
最後，在競爭模式事後檢定上，無論是資訊成本與利益角度，後者在本研究 的主效果分析中，不僅具有顯著的中介變數關係，亦獲得相當程度的解釋力，特 別對於極大化者是否會違背個體經濟學理性行為之假設，於產品資訊搜尋完成後，
才開始評估個人時間成本投入與資訊帶給個人決策的利益，值得後續研究針對人 格特質傾向、主觀認知與搜尋行為之因果關係，有更深入的探討。
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