研究限制與未來研究方向

本研究儘管可不設任何限制的收集所有因子以建構認知地圖，然而在實際研究 中仍必須有一些限制存在、排除太多變數的因子構面，須提出討論以精實研究範圍 以及確保此結論適用於本研究之主題，茲將本研究之總結分述如下:

首先本研究無針對特定商品或服務，據本研究的結論可給予於所有網路商家與 推薦系統改善一些客觀的意見，以協助決策擬定。然而，本研究之結論不可全盤了 解特定商品之銷售狀況，決策者必須加入各類商品之特性以及過去消費者購買習慣 等資訊才可完整預測消費者購買意圖。商品獨特性有時給予消費者的影響會大於購 買環境的特性，像是汽機車或 3C 電子等產品，多數消費者會希望在實體店面體驗 以了解產品性能後才願意下單購買，因此無論網路商店的商品價格極富吸引力，消 費者顯然不會在第一次接觸時就輕易下單購買。因此相關主題的未來研究可針對特 定商品，而加入產品其獨特性進行研究，由研究結果相同的，以至於本研究結論也 未設立任何特定國家或特定的文化為背景，因此對於不同國家文化下的購買特性，

再未來研究中也可以加入相關因素進行探討。

其次，過去部份文獻並非針對特定主題，像是信任、消費者特性等為探討相關 議題，而是以首次購買、再次購買與持續性購買的角度，討論購買次數對於消費者 購買意圖的影響。針對首次購買與再次購買，對於商家的期待，消費者會以相同的 商品而有不同的購物考量，例如：在首次購買中由於從未接觸過該商家的商品，因

次購買的情形下，消費者就能憑自己使用經驗決定該商品是否符合期望，進而下單 再購買同商家之商品。本研究並未有特定購買次數的環境限制，建議未來相關研究 中可加入購買次數，進行消費者購物行為之探討。

最後，本研究僅適用於理性消費者的購買行為預測，但不包含非理性購買行為，

例如：衝動性購買行為等，而非理性購買行為之原因，是因多數消費者本身之喜好 以致購買環境或情境中而造成其刺激，其購買行為並無一致性規律以至於無法有效 地預測。

此外，由於樣本數不足之緣故，消費者個人特質，與社會特性，故未在本研究 之討論範圍內。然而，不同的自然特性與社會屬性會導致人類不同的思考角度，皆 會對消費者的購買行為與購買意圖之影響。因此，建議後續未來研究可針對不同類 型之消費者探討其購買行為之緣由，使得認知地圖的結果可更加精確及符合現實情 況，進而未來值得研究思考之。

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