第五章 結論與建議
第二節 研究限制與未來研究建議
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第二節 研究限制與未來研究建議
一、 研究限制
1. 樣本數限制
由於各床墊品牌之網路口碑文章數量不一，某些品牌的消 費者討論程度較高，某些較低，故無法在文章數量上追求一致。
本研究經過篩選後，最終蒐集 198 篇網路口碑進行網路口碑 分析，但各品牌的網路口碑文章數量並不一致。
2. 無法排除的品牌寫手
在樣本蒐集階段無法完全排除廠商的特派寫手。為使研究 結果公正和客觀，故本研究在樣本蒐集時優先排除有明顯廣 告嫌疑的網路口碑文章，僅蒐集以消費者自身觀點的網路口 碑文章。故本研究以相對於客觀的資料內容來進行分析。
3. 消費者人口統計變數與地理變數資訊不足
在樣本網路口碑文章內，部分消費者並未完整透露其性別、
年齡、職業等人口統計變數，或是地理變數，如：居住地等。
因此消費者基本資訊的不足，可能無法進一步區隔消費者以 及找出目標客群。
二、 未來研究建議
1. 樣本數量一致
如同前述，不同品牌的討論程度不一較高，未來建議進行 類似的內容分析法時，建議選擇討論程度相似的品牌，而各品 牌的樣本數量應一致，如此在後續可進行成果的交叉比對，比
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對各品牌間的口碑分析結果，做進一步的跨品牌觀察。
2. 建立探究消費者人口統計變數與地理變數
未來在進行類似內容分析法時，假若口碑文章內有直接或 間接提及消費者自身資訊時，建議可將設立人口統計變數類 目或地理變數，如：性別、職業、年齡區間和居住地區等。藉 以形構出消費者的模樣。
3. 品牌的長期網路口碑觀察
本研究是以橫貫面的方式片段地觀察各家品牌的網路口 碑資訊，並非以單一品牌，長時間地觀察其網路口碑的變化。
因此未來的研究可以品牌的長期網路口碑進行觀察與分析，
並搭配公司的產品策略、行銷策略以及通路策略進行分析，期 盼獲得更具全面性的研究成果。
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