声明
ACKNOWLEDGEMENTS
摘要
Abstract
CONTENTS
List of Tables
List of Figures
Chapter One INTRODUCTION
1.1 Background
1.2 Need for the Study
1.3 Structure of the Thesis
Chapter TWO LITERATURE REVIEW
2.1 Basic Concepts and Theories
2.1.1 Consumer Behavior
2.1.2 Cultural Value
2.1.3 Social Norms
2.1.4 Culture Value Theories
2.2 Literature Review
2.2.1 Previous Studies on Consumer Behavior
2.2.2 Previous Studies of Cultural Influence on Consumer Behavior
2.2.3 Previous Comparative Studies
Chapter Three RESEARCH METHODOLOGY
3.1 Research Questions
3.2 Research Methods
3.3 Data Collection and Analysis
Chapter Four RESULTS AND DISCUSSION
4.1 Exploratory Factor Analysis
4.2 Test Reliability and Validity
4.3 Correlation Analysis
4.4 In-depth Interview
4.5 Discussion
Chapter Five CONCLUSION
5.1 Major Findings
5.2 Limitations and Implications
5.2.1 Limitations
5.2.2 Implications and Recommendation on Marketing
REFERENCES
APPENDIX
个人简历 在读期间发表的学术论文与研究成果