4. General Discussion
4.4. Limitation and future research
This research was based on two experiments, and there were some limitations.
First, all of the scenarios were asking participants to imagine, participants only can imagine the shopping scenarios context and answer questions in terms of their feelings. The quality of participants’ responses was beyond our control, it leads to some invalid and unavailable samples. Second, through interviewing with the participants, this research found that there were other factors giving rise to the results that were not as expected. It is a suggestion that future research can further explore these aspects mentioned above. Third, this research only selected two products to test in the shopping scenario context, future research can choose other products to test and further make the research more complete.
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Appendix
Pilot study
您好：
我是國立臺灣師範大學全球經營與策略研究所的學生，首先非常感謝您願 意抽空填寫這份問卷，主要目的是瞭解您對以下商品的看法。本問卷無標準答 案，只要按照您經驗即可填答。問卷皆採匿名方式，僅供學術研究使用，不做 其他用途，請您安心填答。您的填答對此研究非常珍貴，懇請您按照順序仔細 填答，非常感謝您撥空填答此問卷！敬 祝 平安順心。
國立臺灣師範大學全球經營與策略研究所
指導教授：張佳榮 教授
研 究 生：陳姿心
想請問您對於以下10 項「商品」的想法，請根據真實情況回答下列問題。
1. 平時喜歡和朋友相約去電影院看電影的你，儘管住在一間小公寓，一直以來
都想要將家中的客廳打造成私人影院，請問你對於「立體聲」(stereo)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
2. 一到畢業季、出國旅遊及聚會時刻，你很珍惜當下和家人與友人相聚的時光，
你想要紀錄拍下永恆的那一刻，請問你對於「拍立得」(Polaroid Instant Camera) 的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
3. 某天你在雜誌上看到了你夢寐以求款式的手錶，但你想起你之前買了很多手 錶卻常常被你遺失，請問你對於「手錶」(watch)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
4. 總是喜歡旅遊的你，每次出遊回來都會帶很多伴手禮和紀念品送給你的親朋 好友們，請問你對「行李箱」(luggage)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
5. 母親的生日即將到了，你想要送她具有意義價值的物品，你可以選擇購買昂 貴的珠寶或是精心製作一份手作卡片給母親，請問你對於「珠寶」(jewelry)的 想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
6. 當你走進一間服飾店，看到了一件你很喜歡的樣式與設計的牛仔褲，但想起 上禮拜週末才買了二件牛仔褲，請問你對於「牛仔褲」(jeans)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
7. 在週末的午後，你喜歡相約朋友一起打保齡球、玩桌遊、玩電子遊戲機，請 問你對於「電子遊戲機」(play station)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
8. 某天逛街走在路上，你看到櫥窗內有件防寒外套的版型你很喜歡，但是想到 接下來要換季了，氣候會漸漸回暖，請問你對於「防寒外套」(cold weather jacket)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
9. 後天就是你的開學第一天，喜新厭舊的你早就很想換一個新的後背包，但是 想到這學期結束你就畢業了，請問你對於「後背包」(backpack)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
10. 某天逛購物商場經過運動鞋店，看到自己喜歡的運動鞋品牌出了新款的運動 鞋，但想起家裡的鞋子多到已經放不下鞋櫃，請問你對於「運動鞋」(athletic shoes)的想法？
糟糕的(Awful) 1<--->美好的(Nice) 7 難過的(Sad) 1<--->高興的(Happy) 7 不合意的(Disagreeable) 1<--->贊同的(Agreeable) 7 不愉快的(Unpleasant) 1<--->愉快的(Pleasant) 7 有害的(Harmful) 1<--->有益的(Beneficial) 7 無用的(Useless) 1<--->有用的(Useful) 7 愚蠢的(Foolish) 1<--->明智的(Wise) 7 不值得的(Worthless) 1<--->有價值的(Valuable) 7
感謝您的耐心填答，此實驗已完成。
Study 1A- Informational social influence (Product: backpack)
您好：
我是國立臺灣師範大學全球經營與策略研究所的學生，首先非常感謝您願意抽 空填寫這份問卷，本研究目的在瞭解消費者的購買意圖。本問卷無標準答案，
依據您平時的購買經驗填答即可，問卷皆採匿名方式，僅供學術研究使用，不 做其他用途，請您安心填答。您的填答對此研究非常珍貴，懇請您按照順序仔 細填答，非常感謝您撥空填答此問卷！ 敬 祝 平安順心。
國立臺灣師範大學全球經營與策略研究所
指導教授：張佳榮 教授 研 究 生：陳姿心
<<第一部分>> Step 1: 請閱讀下列資訊，並想像您處於這樣的情境中。
情境一：想像今天你和你的購物陪同者正在購物商場逛街，看到了一間展示
各種顏色和樣式的背包，於是你和購物陪同者決定進去看看。
走進背包店之後，你被某一款配色好看且設計特別的後背包吸引，讓你有點心 動。於是你把它拿起來看了看之後，突然有些猶豫，因為你沒有聽過此品牌，
甚至從來沒有買過此品牌的商品，於是你決定詢問你的購物陪同者意見。
購物陪同者說：「聽說減壓背帶和耐磨布料是此品牌背包的主打特色，
且這款還有防潑水材質，內裡也有多上一層防水膠，
使用 YKK 拉鍊也比較耐用，耐背又耐重。」
使用 YKK 拉鍊也比較耐用，耐背又耐重。」