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
雖然本研究在方法設計與資料蒐集力求嚴謹，但仍受以下幾點限制。第一，
共同方法變異問題(common method variance)可能高估或低估自變項與依變項之 關係，因此在未來研究中，衡量之變項可設計在不同時間點蒐集(Podsakoff, MacKenzie, & Lee, 2003)。第二，品牌聲望、知覺價值、慣性行為等潛在構念涉 及複雜的心理認知過程，亦可能受環境或其他因素影響而難以客觀衡量，建議後 續研究可加入其他潛在變數，延伸闡述顧客滿意整合機制。第三，德克士為中國 第二大速食連鎖店，相較於小眾速食餐廳或山寨版連鎖店，品牌聲望堪稱突出，
但聲譽在該產業的效果性不若奢侈品、耐久財，建議後續研究可延伸至奢侈產品 如路易威登(LOUIS VUITTON)等產業做為實證對象。最後，本研究的樣本對象 為上海德克士之顧客，常住人口逾 2,415 萬，其中外地戶籍人口為 990 萬人，約 佔總人口數 41%，代表上海的外來人口甚多，且中國的背景環境可能影響本研究 一般化(generalization)能力，建議未來的樣本可延伸到國外、台灣或大陸其他省 分。
在未來研究方向的部分，本研究提供以下建議供相關研究參考。第一，本研 究聚焦在行為層面的干擾關係，深入探究「關係階段」、「替代性吸引力」之調節 效果，建議後續研究可尋找其他調節變數，例如 Palmatier et al. (2013)提出關係 年齡、關係階段可能為一動態概念，故可針對同一群消費者做縱斷面的多階段分 析，即調查他們從探索、建立、成熟、衰退的動態變化，或者關係年齡的連續性 變化，持續追蹤其行為層面之差異。第二，未來相關研究可在兩個國家或地區發 放問卷，將個別樣本進行理論上的階段分群，再把兩個樣本相同關係階段的群體 做集群分析與比較。第三，餐飲業與 O2O 平台整合已屬必然，像是大眾點評網 跟騰訊聯盟、淘點點的互聯網餐飲服務一條龍，中國餐飲業的虛實整合是個趨勢，
忠誠度機制勢必涉及更複雜的影響變數，建議可對電子商務或行動載具做延伸研 究。
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