| ABSTRACT | 第6页 |
| 摘要 | 第7-8页 |
| ACKNOWLEDGEMENTS | 第8-9页 |
| DEDICATIONS | 第9-10页 |
| LIST OF ABBREVIATIONS | 第10-15页 |
| Chapter 1: INTRODUCTION | 第15-21页 |
| 1.1 Research Background | 第15-17页 |
| 1.2 Research Problem and Research Questions | 第17-19页 |
| 1.3 Significance of the research | 第19-20页 |
| 1.4 Contents | 第20-21页 |
| Chapter 2: THEORY AND HYPOTHESES | 第21-33页 |
| 2.1 Literature Review | 第21-26页 |
| 2.1.1 Online advertising | 第21-23页 |
| 2.1.2 Social media and consumer behavior | 第23-25页 |
| 2.1.3 Purchase intention | 第25-26页 |
| 2.2 Theoretical background and conceptual model | 第26-33页 |
| 2.2.1 Purchase Intention based on Perceived Value | 第27页 |
| 2.2.2 Purchase Intention based on Perceived Risk and Trust | 第27-29页 |
| 2.2.3 Online word-of-mouth and purchase intention | 第29-33页 |
| Chapter 3: RESEARCH METHODOLOGY | 第33-39页 |
| 3.1 Research design | 第33-35页 |
| 3.2 Sampling and data | 第35-37页 |
| 3.2.1 Sample | 第35-37页 |
| 3.2.2 Data Collection | 第37页 |
| 3.3 Data Analysis | 第37-39页 |
| 3.3.1 The analysis of validity and reliability | 第38-39页 |
| Chapter 4: RESULTS AND DISCUSSION | 第39-58页 |
| 4.1 Identification of the Respondents | 第39-41页 |
| 4.2 Respondents' online activities | 第41-46页 |
| 4.3 Respondents' attitudes towards online advertising | 第46-49页 |
| 4.4 Respondents' purchase intention | 第49-51页 |
| 4.5 Respondents' opinions | 第51-52页 |
| 4.6 Findings on the relationship between Purchase intention and the influencing factors | 第52-54页 |
| 4.6.1 The influence of the variables | 第53-54页 |
| 4.6.2 Effect of the variables on the purchase intention | 第54页 |
| 4.7 Senegalese consumers' perceived value and purchase intention | 第54-55页 |
| 4.8 Senegalese consumers' low perceived risk/high level of trust and purchaseintention | 第55页 |
| 4.9 Moderation effect of eWOM | 第55-58页 |
| Chapter 5: CONCLUSIONS AND MANAGERIAL IMPLICATIONS | 第58-64页 |
| 5.1 Conclusions | 第58-61页 |
| 5.2 Managerial implications | 第61-64页 |
| CHAPTER 6: LIMITATIONS AND FUTURE RESEARCH | 第64-66页 |
| 6.1 Limitations | 第64页 |
| 6.1.1 Sampling and data collection | 第64页 |
| 6.1.2 Limited factors | 第64页 |
| 6.2 Future research perspectives | 第64-66页 |
| REFERENCES | 第66-70页 |
| APPENDIX | 第70-73页 |
| Questionnaire | 第70-73页 |
