研究限制與未來研究方向

第五章結論

第四節研究限制與未來研究方向

本研究提出影響群募成效的因素及背後的消費者心態，基於時間限制和研究資源所限，本研究著重於「對更大的群體產生改變」的「使命感」呼喚，此可能是主效果不顯著的原因之一。對於「產品類別的突破／重定義」和「改變群體的習慣、風格」的「使命感」呼喚對群募成效的影響，則待未來研究作充實。本研究亦著重於以產品為主要內容的回報型群募項目。對於其他種類的群募項目（例如目的型、事件型）是否會產生不同的支持意願，仍需未來的研究補足。

在問卷設計方面，由於「玉成其美」的現存量化研究文獻未有可供本研究參考使用的問卷題目，又基於本研究採網路形式進行，過長的問卷會降低受眾的注意力和作答意願，「玉成其美」等四項好感度的問卷問題為本研究所撰寫，未能每項提出三題或以上的題目，故未能提供信度與效度以供參考。

未來研究方向亦可著重於對各項因素作更多的量化研究。比如說，「富意義」好感度對不同性質、屬性的產品的影響會否不一樣？「使命感」呼喚如何影響募資者與閱聽人間對產品屬性的溝通？「使命感」呼喚出現在文案的次序和位階、強調性和字數比例如何影響支持意願等，亦是有量化研究價值的題目。

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附錄

附錄一虛構群募項目網頁截圖

(含促進使命感的語句）

附錄二虛構群募項目網頁截圖

(不含促進使命感的語句）

附錄三問卷

在文檔中群募文本中對潛在支持者的「使命感」呼喚與支持意願的關係 (頁 45-53)

第五章 結論

第四節 研究限制與未來研究方向