5 CONCLUSION AND SUGGESTIONS
5.2 Limitations and Future Research
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5.2 Limitations and Future Research
Post-purchase dissonance is an uncomfortable state caused by the inconsistency between expectations and realities. We conducted cross sectional study and focus on measuring respondents’ post-purchase state of mind. Although we ask respondents to recall their past purchase experience, as time goes by their memory may change over time, hence may not be reliable. Their true pre-purchase state was unknown to us.
Duration of dissonance is another question. Dissonance may not last long. When consumers recall their purchase experience, dissonance may already resolved and erased from their minds. Duration of post-purchase dissonance can also be a research topic in future studies. Based on these latent problems, if we want to measure consumers’ dissonance precisely, longitudinal study may be a direction for future research.
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Appendix 消費者資訊搜尋行為之研究
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國立政治大學資訊管理研究所 指導教授 : 管郁君博士 研究生 : 郭家瑋 敬上
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