声明
Acknowledgements
Abstract
摘要
CONTENTS
CHAPTER ONE-INTRODUCTION
1．1 Background and signincance
1．1．1 Background
1．1．2 Significance
1．2 Literature review
1．2．1 Online consumer reviews
1．2．2 The influence of online reviews on consumer behavior
1．3 Research Framework
CHAPTER TWO-THEORETICAL FRAME
2．1 Social Media
2．1．1 Definition of social media
2．1．2 Motivations to use social media
2．1．3 Facebook
2．2 Consumer behavior
2．2．2 Personality
2．3 Word-of-mouth and electronic word-of-mouth
2．4 Facebook eWOM in a web shop environment
2．5 Social proof
2．5．1 Two types of conformity
2．5．2 Mechanisms of social proof
CHAPTER THREE-METHOD
3．2 Hypotheses
3．3 Gathering respondents
3．4 The structure of the survey
3．4．1 Demographic data
3．4．2 Usage and experience with social media and online shopping
3．4．3 Self-efficacy
3．4．6 Personality
3．6 Statistical analysis
CHAPTER FOUR-RESULTS
4．1 Demographic data
4．1．1 Gender
4．1．2 Age category
4．1．3 Education
4．2．2 The amount of Facebook friends
4．2．3 Frequency Facebook usage
4．2．4 Average frequency of Facebook activities
4．2．5 The average composition of Facebook friends
4．3 Experience with online shopping
4．4 Attitude towards Facebook，brand publicity and online shopping
4．5．2 Subjective norm
4．6 Self-efficacy
4．7 Personality
4．7．2 Need to belong
4．7．3 Self-esteem
4．8 Attitude，knowledge and purchase intention
CHAPTER FIVE-CONCLUSIONS
5．1 Attitude
5．2 The influence of others
5．3 Perceived behavioral control
5．4 Differences in personality
REFERENCES
APPENDICES
