第五章 結論與建議
第三節 研究限制與未來研究方向
本研究以國內外的相關研究文獻進行探討，研究過程中雖力求嚴謹與客觀，但仍 存在些許研究限制無法周詳，以下為說明本研究之限制與未來研究方向：
一、抽樣限制
本研究因為時間、人力等成本的限制，問卷調查僅選擇以楠梓加工區員工及網路 問卷有加價購經驗者作為這次填答者，而網路購物主消費力族群不在只是青壯年，根 據國發會日前公布 2014 年台灣世代網路數位機會發展調查中顯示2，60 至 64 歲熟齡網 路族，是各年齡層消費力之冠，平均每人一年消費金額約 2 萬 3000 元，是 20 至 59 歲青壯年網路族平均約 1 萬 7000 元的將近 1.5 倍。
雖然青壯年於網購市場較為活耀，但熟齡市場不容小覷，建議後續研究可針對不 同年齡層（如：中年及老年）進行相關研究。
二、研究主題
本研究以網路加價購為主，主要考量現今消費者購物型態的轉變，根據全球管理 諮詢公司麥肯錫最新發布的 2015 年中國數字消費者調查報告3，報告指出了五大趨勢，
其中指出，線下實體零售店向「展示廳」的轉型，這意味著實體商店並不會完全被淘 汰掉，更多可能是轉型成為體驗、試用或展示商品的地方，消費者在店內瀏覽並同時 用手機上網研究其商品，相對於台灣電子商務發展而言，中間的轉換期，亦可結合實 體通路串流至網路購物消費者反應，待未來研究更進一步拓張。
2 http://www.bplan.url.tw/NPDP/top2_1.aspx?d=34857148-1251-4ca9-ab6d-4c2c4d549508
3 http://news.sina.com.tw/article/20150206/13813161.html
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