声明
CHAPTER 1 PREFACE
1.1 Preface
CHAPTER 2 LITERATURE REVIEW
2.1 The Transition from Traditional to Modern Online Holidays
2.2 Customers’Purchase Intentions during Online Holidays
2.3 The Theory of Customer Values
2.4 Gamification
2.4.1Affordance Theory and Gamification Affordances
CHAPTER 3 RESEARCH MODELAND HYPOTHESIS
3.1 Effects of Customer Values on Purchase Intentions
3.1.1 Functional Value
3.1.2 Social Value
3.1.3 Emotional Value
3.2 Effects of Gamification Affordances on Customer Values
3.2.1 Reward Affordance
3.2.2 Status Affordance
3.2.3 Self-expression Affordance
3.2.4 Competition Affordance
3.3 Control Variables
CHAPTER 4 RESEARCH METHODS
4.1 Measurements
4.2 Data Collection
4.3 Sample Profile
CHAPTER 5 DATAANALYSIS
5.1 Base Model Analysis
5.1.1 Measurement Model Assessment
5.1.2 Structural Model Assessment
5.2 Mediation Analysis
5.2.1 Mediation Model of REW-FV-PI
5.2.2 Mediation Model of STU-FV-PI
5.2.3 Mediation Model of SEE-SV-PI
CHAPTER 6 RESULTS
6.1 Discussion of Result Findings
6.2 Effects of Gamification Affordances on Customer Values
6.3 Effects of Customer Values on Purchase Intentions
6.4 The Mediating Roles of Customer Values
6.5 Effects of Control Variables on Purchase Intentions
CHAPTER 7 CONCLUSION AND IMPLICATIONS
7.1 Implications and Expected Contributions
7.1.1 Implications for Research
7.1.2 Implications for Practice
7.2 Limitations and Suggestions for Future Research
7.3 Conclusion
参考文献
APPENDIX
致谢
西南财经大学;
