| Acknowledgements | 第4-6页 |
| Dedication | 第6-7页 |
| List of abbreviations | 第7-8页 |
| Abstract | 第8页 |
| TABLE OF CONTENTS | 第9-11页 |
| Chapter One:Introduction | 第11-17页 |
| 1.1 Background | 第11-13页 |
| 1.1.1 Taobao | 第12-13页 |
| 1.2 Research Problem | 第13页 |
| 1.3 Research Objectives | 第13页 |
| 1.4 Research Questions | 第13页 |
| 1.5 Significance of the Study | 第13-14页 |
| 1.6 Research Processes | 第14页 |
| 1.7 Research model and hypothesis | 第14-16页 |
| 1.8 Sample selection | 第16页 |
| 1.9 Dissertation Structure | 第16-17页 |
| CHAPTER 2:LITERATURE REVIEW | 第17-30页 |
| 2.1 The review of definitions of the concepts used in the study | 第17页 |
| 2.1.1 The concept of online shopping | 第17页 |
| 2.2 The review of online shopping | 第17-27页 |
| 2.2.1 The review of online shopping globally | 第17-20页 |
| 2.2.2 The review of online shopping in China | 第20-23页 |
| 2.2.3 Online Shopping Processes(How it occurs) | 第23-24页 |
| 2.2.4 General factors that influence/predict consumer online shopping | 第24-25页 |
| 2.2.5 Opportunities of Online Shopping | 第25-26页 |
| 2.2.6 Challenges of Online Shopping | 第26-27页 |
| 2.3 Theoretical frame work | 第27-30页 |
| CHAPTER 3:METHODOLOGY | 第30-34页 |
| 3.1 Methodology | 第30-34页 |
| 3.1.1 Research design | 第30页 |
| 3.1.2 Population and Sample Selection | 第30-31页 |
| 3.1.3 Research Approaches | 第31-34页 |
| CHAPTER 4:RESULTS AND DISCUSSION | 第34-55页 |
| 4.1 Demographic Characteristics of Respondents | 第34-35页 |
| 4.2 Users and Non-users of Taobao | 第35-45页 |
| 4.2.1 Reasons for the low average number of foreign students' shoppers on Taobao | 第36-40页 |
| 4.2.2 Opportunities for foreign students in using Taobao | 第40-45页 |
| 4.3. Challenges facing foreign students when shopping on Taobao | 第45-49页 |
| 4.3.1 Shopping procedures are longer than in other websites | 第46页 |
| 4.3.2 I experience Chinese language problem | 第46页 |
| 4.3.3 Risk of losing my privacy, example: Bank details | 第46-47页 |
| 4.3.4 Taobao Only Accept Chinese Local Banks | 第47-48页 |
| 4.3.5 Sometimes I can't find what I am looking for | 第48页 |
| 4.3.6 Sometimes I receive different product/s instead of what I bought | 第48-49页 |
| 4.3.7 Sometimes the product picture description shown on Taobao is different from the realproduct I received | 第49页 |
| 4.4 General online shopping behavior for foreign students on Taobao(item 2-9) | 第49-55页 |
| 4.4.1 Types of product that mostly bought | 第50页 |
| 4.4.2 How long have you been using Taobao? | 第50-51页 |
| 4.4.3 When do you use Taobao? | 第51页 |
| 4.4.4 How do you rank the websites links with Taobao like T.Mall? | 第51-52页 |
| 4.4.5 How do you rate the customer service? | 第52-53页 |
| 4.4.6 How do you rate delivery system | 第53-54页 |
| 4.4.7 Which language do you use when searching on Taobao? | 第54-55页 |
| CHAPTER FIVE:CONCLUSION AND RECOMMENDATION | 第55-59页 |
| 5.1 Conclusion | 第55页 |
| 5.2 Limitation of the research | 第55-56页 |
| 5.3 Recommendations | 第56-57页 |
| 5.4 Suggestion for further studies | 第57-59页 |
| Reference | 第59-61页 |
| Appendix:Questionnaire | 第61-63页 |
