| 摘要 | 第1-5页 |
| Abstract | 第5-7页 |
| Contents | 第7-10页 |
| Chapter 1 Introduction | 第10-14页 |
| ·General Statement | 第10-11页 |
| ·Rationale of the Present Study | 第11页 |
| ·Objectives and Focus of the Present Study | 第11-12页 |
| ·Significance of the Present Study | 第12页 |
| ·Organization of the Present Study | 第12-14页 |
| Chapter 2 Literature review | 第14-31页 |
| ·The Internet, Websites and International Marketing | 第14-17页 |
| ·Website as a Marketing Communication Channel | 第15-16页 |
| ·Global E-Commerce Development | 第16页 |
| ·Challenges for International Marketers | 第16-17页 |
| ·Culture and Frameworks for Understanding Cultural Differences | 第17-23页 |
| ·The Definitions of Culture | 第17-18页 |
| ·Cultural Frameworks | 第18-23页 |
| ·Culture and Its Influence on Company Websites | 第23-26页 |
| ·Previous Cross-cultural Researches Using Cultural Values to Study Website | 第26-28页 |
| ·Nitish Singh's cross-cultural studies on websites | 第28-29页 |
| ·Nitish Singh's Major Researches Relevant to the Present Study | 第28-29页 |
| ·Comments on the previous cross-cultural studies on websites | 第29-31页 |
| Chapter 3 Analytical Framework for Evaluating Cultural Values on Reflected on Websites | 第31-35页 |
| ·General Statement | 第31页 |
| ·Reasons for Choosing Hofstede's Dimensions and Hall's High- & Low-context Cultures | 第31-32页 |
| ·Nitish Singh's Cultural Category Framework for Analyzing Website | 第32-35页 |
| Chapter 4 Hypotheses and Methodology | 第35-42页 |
| ·General statement | 第35页 |
| ·Hypotheses | 第35-37页 |
| ·Collectivism vs. Individualism | 第35-36页 |
| ·Power Distance | 第36页 |
| ·High-context Culture vs. Low-context Culture | 第36-37页 |
| ·Methodology | 第37-42页 |
| ·Content analysis | 第37页 |
| ·Country Selection | 第37-38页 |
| ·Sample Selection | 第38-39页 |
| ·Coding | 第39-40页 |
| ·Statistical analysis | 第40-42页 |
| Chapter 5 Results of the Research | 第42-46页 |
| ·Results of the Research | 第42-46页 |
| ·Collectivism | 第43-44页 |
| ·Individualism | 第44页 |
| ·Power Distance | 第44页 |
| ·High-Context Cultures | 第44-45页 |
| ·Low-Context Cultures | 第45-46页 |
| Chapter 6 Discussion | 第46-64页 |
| ·General Statement | 第46页 |
| ·Similarities on the Chinese and the American Company Websites | 第46-51页 |
| ·Collectivism | 第46-49页 |
| ·Power Distance | 第49-50页 |
| ·Low-context culture | 第50-51页 |
| ·Differences on Chinese and American Company Websites | 第51-64页 |
| ·Collectivism | 第52-54页 |
| ·Individualism | 第54-57页 |
| ·Power distance | 第57-59页 |
| ·High-context culture | 第59-60页 |
| ·Low-context culture | 第60-64页 |
| Chapter 7 Implications and Limitations | 第64-66页 |
| ·Implication to International Marketers | 第64页 |
| ·Guidelines for Developing Websites for Chinese and American Customers | 第64-65页 |
| ·Limitation and Suggestions for Future Research | 第65-66页 |
| Bibliography | 第66-70页 |
| Acknowledgements | 第70-71页 |
| Appendix | 第71-74页 |
| 在学期间的研究成果及发表的学术论文 | 第74页 |
