| List of Figures and Tables | 第1-6页 |
| 中文摘要 | 第6-7页 |
| Abstract | 第7-8页 |
| 1 Introduction | 第8-15页 |
| ·Research Gap | 第10-11页 |
| ·Consolidation and Scope | 第11-12页 |
| ·Purpose | 第12页 |
| ·Research Questions | 第12-13页 |
| ·Outline of the Study | 第13-15页 |
| 2 Review of Related Literatures | 第15-30页 |
| ·Spontaneous and Unplanned Purchasing | 第15-18页 |
| ·Categorization of Purchasing Decisions | 第16-17页 |
| ·Unplanned avoidable and unplanned unavoidable purchases | 第17-18页 |
| ·Factors Influencing Child's Purchase Request | 第18-22页 |
| ·Time spent in the store | 第19-20页 |
| ·Physical restriction for children | 第20页 |
| ·Child's Development Stage that Effect Purchase Request | 第20-22页 |
| ·Unplanned purchases depends on the number of purchase requests | 第22-24页 |
| ·Factors affecting Parent's purchase decision making | 第24-28页 |
| ·Children's Developmental Stage | 第24页 |
| ·Frequency of parent & child shopping | 第24-25页 |
| ·Linguistic type used in request | 第25-26页 |
| ·Household Income | 第26-27页 |
| ·Price of product | 第27-28页 |
| ·Perceived and reported amount of expenses due to unplanned purchases | 第28-29页 |
| ·Summary of hypotheses | 第29-30页 |
| 3 Methodology | 第30-40页 |
| ·Participants | 第30-31页 |
| ·Procedure/Process | 第31页 |
| ·Survey Form/Questionnaires Design | 第31-36页 |
| ·Variable and Measurements | 第36-40页 |
| 4 Data Analysis | 第40-54页 |
| ·General characteristics of the sample | 第40-43页 |
| ·Hypothesis 1.1-1.3: On factors influencing the number of requests made by children | 第43-45页 |
| ·Hypothesis 2: On number of Unplanned Purchases following a child's request | 第45-46页 |
| ·Hypothesis 3.1-3.4: Factors influencing parents' unplanned purchases based on their children's requests | 第46-50页 |
| ·Hypothesis 4: Perceived expenses versus Actual expenses | 第50-52页 |
| ·Summary | 第52-54页 |
| 5 Conclusion/Management Implications | 第54-56页 |
| 6 Limitation and Recommendations for further research | 第56-57页 |
| Appendix | 第57-60页 |
| Reference | 第60-65页 |
| Acknowledgements | 第65-66页 |
