第五章 結論與建議
第三節 研究限制與未來研究方向
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第三節 研究限制與未來研究方向
本節討論本研究的相關限制，以了解研究結論的適用範疇；並對研究未 盡之處提出建議。
一、 研究限制
本研究之限制如下：（1）影響顧客關係的因素除了抽象程度較高的顧客 價值之外，尚有知覺品質與知覺犧牲等因素（Zeithaml 1988），鑑於探討知 覺品質、知覺犧牲與顧客關係的研究成果已相當豐富，因此本研究將聚焦於 顧客價值與對顧客品牌關係之影響。（2）消費者與廠商間的顧客關係會隨時 間而改變，唯本研究受限於研究時間的限制而採行橫斷面分析，未來可嘗試 探討品牌愛慕的演化與影響。（3）限於研究時間、人力與經費的限制，本研 究採行便利抽樣的方式，透過問卷調查蒐集樣本資料，無法針對母體進行隨 機抽樣，受訪者可能無法代表所有消費者族群，可能影響本研究結果一般化 的能力。（4）本研究僅選擇連鎖書店與智慧手機做為研究產業，若要將研究 結果應用到其他產業，應考量產業特性與消費行為的差異，並調整觀念架構 之衡量模式與結構模式。（5）本研究受限於研究資源的限制與實驗設計的複 雜性，研究二與研究三的受測者均為大學生，有別於一般消費者，大學生的 品牌愛慕的發展歷程尚短，可能影響其品牌愛慕的認知與強度（研究二），
甚或影響其正向幻覺的產生與效果（研究三），欲引用本研究結論應注意此 限制。
二、 未來研究方向
研究一至三仍有未盡之處，提出以下建議供後續研究者參酌：首先，品 牌愛慕雖受許多學者重視（Carroll & Ahuvai 2006; Albert et al. 2008;
Albert & Valette-Florence 2010），但品牌愛慕的定義與內涵，甚至是品牌 愛慕與品牌關係的關聯仍缺乏共識，這也是Batra et al.（2012）藉由紮根
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法重新檢視品牌愛 慕的原因，其研究 將品牌愛慕的範疇 擴及整個顧客 品牌關係，因此提 出的觀念架構涵蓋 了品質信念、品牌 愛慕與品牌忠 誠三個部分，這種 將品牌愛慕概念擴 大化的作法縱然可 擴大品牌愛慕 的適用性與影響力 ，但也可能加深了 對品牌愛慕內涵的 爭論 。本研究 將品牌愛慕視為一種態度構念（Rubin 1970），這也是多數人際愛慕或品 牌愛慕研究普遍皆 採行的觀點，更重 要的是愛慕涵蓋下 意識、不自覺 與感性的層面，未來可對此議題進行更深入的探討，探究品牌愛慕究竟應 侷限於Rubin（1970）所界定的態度範疇，還是要擴大到Batra et al.（2012）
所 提 出 的 認 知—情 感 —行 為 範 疇 ； 而 衡 量 愛 慕 的 方 法 除 了 問 卷 法 之 外，是否也能透過 字彙聯想法、故事 完成法或主題統覺 測驗等投射法 進行。
其次，研究二結果顯示品牌愛慕是顧客價值與品牌關係的中介變數，品 牌愛慕不僅能提升顧客滿意，也能增進依賴與行為忠誠。品牌愛慕的建立有 賴於功能與象徵價值，體驗價值有助於提升顧客滿意。雖然，功能與象徵價 值對品牌愛慕有顯著的影響，而體驗價值亦顯著影響顧客滿意，但解釋能力 卻不如預期，未來可進一步探討顧客價值、品牌愛慕與品牌關係間的關聯是 否存在其他影響機制，以了解如何有效增進品牌愛慕。
另外，服務失誤的文獻引用失驗理論，認為品牌個性可能會強化（真誠 品牌）或淡化（活力品牌）服務失誤對關係強度的影響（Aaker, Fournier, &
Brasel 2004），此與研究三正向幻覺的結果有所出入，後續研究探討兩種不 同理論對品牌關係的影響效果。其他像是顧客交易成本的高低也會影響服務 失誤發生時滿意與忠誠度間的關係（Oliva et al. 1992），品牌愛慕可視為一種 無形的交易成本，提高品牌愛慕（顧客交易成本）可讓廠商有更多的緩衝時 間去修復或彌補失誤，這方面的議題也值得深入研究。
過去正向幻覺的探討僅存在於人際關係中，本研究首次將其應用範疇延 伸至顧客品牌關係，並利用實驗法進行驗證，後續研究一方面可針對實驗設
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計進行改善，提升實驗的內、外部效果，增進對正向幻覺的衡量效果。另一 方面可探討正向幻覺是否會受到關係存續期間的響，建議藉由縱斷面分析，
長期追蹤受測者品牌愛慕程度的變化，探究與正向幻覺及品牌評價的關係。
最後，其他值得討論的議題包括：（1）競爭因素在過去忠誠度研究中扮 演重要的角色，同品類中相同檔次競爭品牌的出現可能讓原本穩固的品牌關 係生變，本研究探討品牌愛慕與品牌關係時並未納入競爭因素，建議後續研 究可思考在同品類中相同的競爭對品牌愛慕演進的動態影響。（2）研究二選 擇連鎖書店的原因之一是書店的產品差異性低，可凸顯功能、體驗與象徵層 面的價值，因此刻意將研究範疇聚焦於書店的消費體驗。近年來的經濟不景 氣及網路書店的崛起，使連鎖書店的經營型態產生改變，書籍以外營收的比 重日漸提升，誠品書店更逐漸從單純書店轉型為綜合商場，甚至吸引許多本 土設計師或生活精品的進駐，這些作法為誠品的功能、體驗與象徵價值帶來 質變，讓誠品這個通路品牌的涵蓋面向越來越廣，後續研究可將跨業經營對 誠品顧客價值與品牌愛慕之影響納入考慮。（3）研究二與三的受訪對象多為 大學生，這些族群剛開始對品牌的選擇擁有自主意識，對品牌產生愛慕之情 的時間尚短，或許會影響其品牌愛慕的程度，未來可針對不同關係存續期間 的消費族群進行比較，探討關係長度與品牌愛慕間的關係，以及關係長度是 否影響品牌愛慕與品牌關係間的關聯。（4）研究三發現愛慕品牌的消費者會 強化正向事件的重要性與頻率，但對於負向事件，愛慕品牌的消費者僅會淡 化其頻率，重要性的淡化效果並不顯著，這是否表示品牌愛慕的正向幻覺對 於錦上添花（正向事件的影響）的效果大於雪中送炭（負向事件的影響），
此論點需要更進一步的研究來證實。
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