Finally, to conclude the research findings and suggestions, some directions for future studies are provided for correlated industries.
1. The demographic of subjects can be wider so that we can fully understand what customers from all ages stress more on when purchasing products online.
2. Information visibility has proved that it is an effective mediator. There might be other variables that can have the similar effect as well.
3. Online shopping has become a trend; it is important to learn what consumers perceived prior and after purchasing the product.
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Appendix A: Research Questionnaire (Chinese version) 親愛的先生、小姐您好：
本問卷是一份有關於線上購買運動用品的消費價值之學術性研究問卷，主要 目的在「以內在、外在和功能價值探討消費者對於購買運動用品的價值因素，及 其對於滿意度及再購意願之影響，期望以此了解消費者所注重的價值，做為提供
相關產業策略之參考」。期盼藉您對運動用品的購買經驗與各項認知，以充實本
研究的價值與貢獻。本問卷採不具名回答且屬學術研究之用，絕對不會對外公
開，請安心填寫。選項並無好、壞之分，請您安心填答。作答時間只需 5 至 10
分鐘，請留意是否漏填。 再次誠摯感謝您在百忙之中抽空填答，謝謝您！
敬祝 身體健康，事事如意
國立高雄大學 IMBA 指導教授：吳建興 博士 研 究 生：林雍憲 敬上 聯絡方式：[email protected]
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