研究限制與未來研究方向

SEM 參數估計有同時考慮測量模型與關係結構，迴歸只考慮結構沒考慮衡 量問題。受限於研究時間與資源，本研究因為樣本數少只能以 SPSS 分析，建議 未來可以廣泛蒐集資料並以 SEM 分析，進一步確認模型的可行性。

本研究為簡化起見只考慮風險態度與累積效應作為調節變數，分別看期盼對 購買意願的影響關係。未來研究可考慮研究累積效應是否改變風險態度，或者累 積效應與風險態度的交互作用對購買意願的影響。

本研究將累積效應以類別變數來分析，未來可廣泛蒐集樣本，並將累積效應 當連續變數，加入風險態度一同討論，分析結果。

本研究將期盼當成討論變數，期盼是人受環境影響所產生的正面情緒。未來 可將其他情緒變數納入考慮，看與累積效應的交互作用對購買意願的影響關係。

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附錄

附錄一: 累積效應操弄版本 1. 低累積效應操弄

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2. 中累積效應操弄

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3. 高累積效應操弄

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附錄二 主要問卷題項 先生/女士您好：

非常感謝您在百忙之中抽空參與本問卷，我們是國立臺灣師範大學管理研 究所的師生，正進行「大樂透購買意願」研究，需要您的幫忙以進行相關分析。

本問卷會先請您回答部分題項，再瀏覽一段敘述，閱畢後，回答後續題項。

資料蒐集完畢後，將從有效樣本抽取 10 名幸運兒，可獲得 7-11 禮卷。若 您欲參加抽獎，請留下您的聯繫方式；若您不參加抽獎，可不留。

本問卷為學術性研究，絕不用於其他用途，並嚴加保密，敬請安心作答。

您的回答對本研究有極大的貢獻，請用您最真實的感覺來填答。再次向您致上 十二萬分的謝意！

敬祝

健康快樂 生活順心

國立臺灣師範大學管理研究所 指導教授：周世玉 博士 研究生：陳美如 Email：60255001O@ntnu.edu.tw 中華民國 104 年 4 月

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