第五章 研究結論與建議
第三節 研究限制與未來研究方向發展
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第三節 研究限制與未來研究方向發展
本研究在有限的時間、人力與財力之下，盡量以嚴謹的方式完成各階段的 研究工作，但仍有某些部分力有未逮或者未臻完美，因此提供以下幾點限制以 供參考。
1.樣本範圍的限制
本研究主要以便利抽樣法與線上問卷進行調查，而樣本以年輕上班族及學生為 主，並未針對其他年齡層或者是商業專門人士進行調查，故未來可以以較嚴格 的分層抽樣法進行調查，也更能代表母體。
2.研究構面涵蓋不足
本研究僅就主要探討的變數進行分析，因此可能會產生變數遺漏之情形而影響 解釋力。像是參考群體、知覺風險、人口統計變數的影響，未來在進行相關研 究時，可以僅就研究主要探討的關係採納更多的變數進行實驗法。
3. 本研究僅針對智慧型手機作探討，並無法推論至所有的產品類型，建議 未來研究者可就不同的產品類型做品牌延伸的探討，是否品牌忠誠度的建立也 會影響到其他品牌底下高科技產品的購買意願，如平板電腦或筆電，而影響這 種現象的原因為何，又對於推薦他人、購買意願影響如何來進行研究。
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參考文獻
一、 中文部分
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6. 許士軍(1987), 管理學,台北:東華書局。
7. 楊國樞(1974)。小學與初中學生自我概念的發展及其相關因素。在楊國 樞、張春興編著,中國兒童的行為發展(頁 417-463)。臺北市:環宇出版 社。
8. 陳亭羽、施麗琴(2010)。「以直覺模糊評估函數與計分函數界定品牌形 象-以手 機為例」。管理科學研究，第六期, 6(2) :1-29。
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三、網頁資料
2012 台灣智慧型手機使用行為大調查 (民 102 年 1 月 25 日)。Inside 硬塞的網路趨勢觀察：(民 103 年 3 月 2 日)
取自: http://www.inside.com.tw/2013/01/25/2012-taiwan-smartphone-survey
黃姵珊(民 102 年 8 月 13 日)。Google 調查：台灣智慧手機普及率 51%
依賴度 81%居冠亞洲。鉅亨網 (民 103 年 3 月 2 日)
取自: http://news.cnyes.com/Content/20130813/kh9nwe1yi2n3k.shtml
Christopher Null (2012, Dec 19). 2012 Reader Satisfaction Survey: 45,000 PCWorld readers name the brands they love. PCWorld.com website (2014, Jan 22)
Retrieved from: http://www.pcworld.com/article/2020723/45-000-pcworld-readers-name-the-brands-they-love-and-love-to-hate.html
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□其他，________
3.請問您目前所使用的智慧型手機之作業系統為？
□iOS □Android □Blackberry OS□Windows Mobile □Symbian OS □其他，
________
4.請問您對於您目前的智慧型手機預計總共會使用多久？
‧
□其他，________
第二部分：此部分將針對您「目前所使用 」的智慧型手機品牌形象進行調查,
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基本資料：
1.請問您的性別是：
□男□女
2.請問您的年齡為：
□20 歲以下 □21~25 歲 □26~30 歲 □31~35 歲
□36~40 歲 □41~45 歲 □46 歲以上 3.最高學歷：請勾選您的教育程度
□國小 □國中 □高中職 □大專院校 □研究所以上 4.請問您的職業為?
□學生 □公職人員 □教職人員 □科技業 □金融業 □服務業 □自由業
□醫療保健相關業 □法律相關業 □軍警消 □運輸業
□製造業 □營造業 □技術員 □傳產業 □食品業 □家管 □其他____________
5.請問您每月的可支配所得為：（扣除保險、房租、貸款、必要開銷等以外可 自由花費的金錢額度)
□10,000 元以下 □10,001-20,000 元 □20,001-30,000 元
□30,001-40,000 元 □40,001-50,000 元 □50,001-60,000 元 □60,000 元 以上
非常感謝您協助問卷的填寫，祝您有個愉快的一天！
即使其他品牌進行促銷活動，我仍會願意優先購買該品牌 □ □ □ □ □ 即使該品牌手機價格過高，我仍會選擇購買該品牌 □ □ □ □ □ 你下次購買手機時，會優先考慮此品牌手機 □ □ □ □ □