第五章 研究結論與建議
第三節 研究限制與未來方向
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建議七、根據資料分析，月收入六萬以上的顧客是屬於較為忠誠的一群，因 此全國電子應該針對這群高所得的人設計一套頂級會員制，藉由持續累積的消費 金額，提供不同回饋，將這群高價值顧客留住。例如：針對這群顧客，逢年過節 發送貼心問候卡片或是舉辦定期的會員購買日可享優惠，或者年度累積消費金額 達一定額度時，公司主動贈送商品提貨券，並感謝貴賓過去一年來的光臨與支 持，當顧客領取提貨券到門市換取商品時，可利用此一時機增加再次銷售的機 會。再者可鎖定這一高收入族群引進規格及單價較高的進口商品提供選購，不但 可以提高客單價更可增加營業收益。
第三節 研究限制與未來方向
因礙於下列之研究限制，本研究雖力求客觀嚴謹，但本研究未臻於完整。
一、研究對象選擇之偏誤：由於本研究樣本所選擇的抽樣方式為便利抽樣，因此 可能造成抽樣偏誤(Sample Selection Bias)，意即所取得資料僅是因為較容易 取得，而可能產生對整體現像描述的不客觀。
二、問卷衡量問項之限制：本研究問卷經文獻探討以及與實際消費者探討設計而 成，然而問卷未必能完整涵蓋假設中的所有構面，因此可能產生偏誤。
三、環境上限制：針對全國電子消費行為分析之研究，由於所調查時點之外在環 境可能對當時消費者造成影響，如競爭對手的廣告促銷等等，可能造成消費 者在填答上產生干擾，因此，應對環境進行研究及將樣本蒐集時間拉長，以 降低偏誤性。
後續可做之分析
一、動態行為分析：將顧客資料予以建檔，並記錄各消費者之購買時間、購買頻 率、購買次數等，可藉由 RFM Model 分析消費者型態，並針對顧客之特 性
擬定適宜之行銷方式。
二、屬性重要分析：並非所有購買決策構面及服務品質構面皆是重要的，企業應 在對的項目上做對的資源投入，如此才能發揮極大效益。
三、定位分析：衡量全國電子在消費者心目中之屬性評價，及瞭解全國電子未來 在 3C 通路上所欲主導的位置，如此更能衡量全國電子各決策之適當性。
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參考文獻
一、中文文獻
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附錄一：正式問卷 親愛的先生、小姐您好：
這是一份有關「3C 連鎖通路消費者購買決策、知覺服務品質與滿意度及忠誠 度之關係研究」，的學術性問卷調查，極需您的協助，才能使本研究順利進行，在 此懇求您的協助。本問卷採不具名方式，內容僅供學術研究，絕不對外公開，敬請 安心作答。爰此，對於您的熱心協助，謹致誠摯之謝意。
敬祝 身體健康 事事順心
國立政治大學 AMBA 管理碩士學程 指導教授：祝鳳岡 博士
研 究 生：林政儒
E-mail：[email protected]
第一部分：受訪者基本資料
1. 性 別 ： □男 □女
2. 年 齡 ： □20 歲以下 □21~30 歲 □31~40 歲 □41~50 歲 □50 歲以上 3. 婚 姻 ： □已婚 □未婚
4. 教育程度 ： □國中 □高中(職) □專科 □大學 □研究所以上
5. 職 業 ： □學生 □軍公教 □工 □商 □服務業 □家管 □其他 6. 個人平均
月 收 入
： □20,000 元以下 □20,001~30,000 元 □30,001~40,000 元 □40,001~50,000 □50,001~60,000 元 □60,000 元以上
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第二部分：消費者購買決策
非常不同意 不同意 普通 同意 非常同意
1 我認為全國電子可以提供滿足消費者生活上所需要的 3C 產品。 □ □ □ □ □ 2 我認為全國電子可以提供消費者了解 3C 產品的相關資訊(如產品流行
資訊、產品功能資訊等)。
□ □ □ □ □ 3 我認為購買全國電子 3C 產品物超所值。 □ □ □ □ □
4 我認為全國電子的產品具有安全性。 □ □ □ □ □
5 我認為全國電子提供產品保證、保固。 □ □ □ □ □
5 我認為全國電子提供產品保證、保固。 □ □ □ □ □