研究限制與未來建議

本研究中有一些限制。首先，我們只選擇了大學生作為我們的樣本，這將會 降低實驗的廣泛性。本文是實驗型的研究，為了要控制樣本的同質性，我們只採 取大學生。因此，未來的研究可以包含更廣泛的樣本，將能夠增加本文研究發現 的適用範圍，不再只侷限在學生族群。

其次，這項研究的產品類型分類為享樂型產品和實用型產品，本研究針對享 樂型產品在廣告中僅採用正面的情感。且在現實生活中，產品為享樂型的廣告也 只使用正面的情感訴求，而享樂的產品本身會讓人感受到樂趣及享受。因此本研 究並不適合採取負面的情緒。然而，若產品的類型改變和訴求議題改變，未來將 可能同時討論正面和負面的情感。舉例來說，社會問題-對於挨餓兒童的捐贈較 適用於負面的情緒（像是感傷和同情心）。因此，未來的研究在實驗設計裡可以 加入負面情緒。

最後，本實驗研究各類型產品只討論與單一廣告訴求方式(情感訴求和理性 訴求)。若各類型產品與廣告訴求方式，同時採用兩種訴求方式進行探討，是否 會比上述只採用單一廣告訴求讓消費者對廣告產生的態度來的好或差?因此，在 未來研究中可加入此實驗情境作討論。

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實用性商品 …….…….…………. 1 2 3 4 5 6 7 旅遊行程

享樂性商品 …….…….…………. 1 2 3 4 5 6 7 (二)請填寫你的基本資料

1. 年齡：□16~20 歲 □21~25 歲 □26~30 歲 □31~35 歲 □36~40 歲 □41~45 歲 □46~50 歲 □51 歲以上 2. 性別：□男性 □女性

3. 每月可支配零用金：□小於 2,500 元 □2,501~5,000 元 □5,001~7500 元

□7,501~10,000 元 □10,001 元以上 4. 身分：□大學生 □碩博士生 □在職生 □非學生

本問卷到此結束，感謝你的填答

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7. 每月可支配零用金：□小於 2,500 元 □2,501~5,000 元 □5,001~7500 元

□7,501~10,000 元 □10,001 元以上 8. 身分：□大學生 □碩博士生 □在職生 □非學生

本問卷到此結束，感謝你的填答

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10. 性別：□男性 □女性

11. 每月可支配零用金：□小於 2,500 元 □2,501~5,000 元 □5,001~7500 元

□7,501~10,000 元 □10,001 元以上 12. 身分：□大學生 □碩博士生 □在職生 □非學生

本問卷到此結束，感謝你的填答

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14. 性別：□男性 □女性

15. 每月可支配零用金：□小於 2,500 元 □2,501~5,000 元 □5,001~7500 元

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本問卷到此結束，感謝你的填答

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請填寫你的基本資料

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本問卷到此結束，感謝你的填答