研究限制與未來研究建議

本研究盡可能力求嚴謹，但仍有一些研究限制需注意，條列說明如下：

1. 本研究之三個個案是針對個人獨資創業並經營粉絲團進行直播的研究與分 析，但仍未觸及到中大型公司的經營與行銷相關情境。後續研究建議以中 大型公司的直播行銷作為研究個案對象。

2. 本研究之個案皆以商家作為研究個案對象，並未針對消費者進行訪談與研 究。後續研究建議可針對顧客方面對直播的期待、反應、購買意願做更深 入的研究。

3. 本研究個案皆以 Facebook 作為直播平台，並未考慮其他直播平台的直播 行銷現象。後續研究建議可針對在其他熱門社群平台做直播推廣的商家作 為研究個案對象。

4. 本研究之研究方法以深度訪談法為主，僅針對所選擇的個案深入訪談與研 究。建議後續研究者可以問卷方式進行量化的研究。

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