| Abstract | 第4-6页 |
| 摘要 | 第7-19页 |
| List of Abbreviations and Acronyms | 第19-20页 |
| Chapter 1 Introduction | 第20-46页 |
| 1.1 Background of the Research | 第20-22页 |
| 1.2 Professional Significance and Science Contribution of the Research | 第22-25页 |
| 1.2.1 Theoretical Significance | 第22页 |
| 1.2.2 Practical Significance | 第22-25页 |
| 1.3 Literature Review | 第25-43页 |
| 1.3.1 Concept and Evolution of Multi-Screening | 第25-28页 |
| 1.3.2 Emergent Multi-Screening Practices | 第28-31页 |
| 1.3.3 Multi-Screening Trends in China | 第31-32页 |
| 1.3.4 Media Multitasking and Multi-Screening | 第32-34页 |
| 1.3.5 The Consumer Information Processing Model | 第34-37页 |
| 1.3.6 Review of Research on Users' Adoption of Multi-Screening | 第37-38页 |
| 1.3.7 Self-Regulation | 第38-40页 |
| 1.3.8 Automatic Self-Regulation | 第40-41页 |
| 1.3.9 The Dual System Theory | 第41-43页 |
| 1.4 Research Objectives | 第43-44页 |
| 1.5 Research Contents and Organization of The Document | 第44-46页 |
| Chapter 2 Theoretical Framework of Research | 第46-59页 |
| 2.1 Proposed Dual System Model of Self-Regulation | 第46-51页 |
| 2.1.1 Conscious Self-Regulation | 第47-49页 |
| 2.1.2 Nonconscious Self-Regulation | 第49页 |
| 2.1.3 Research Framework | 第49-51页 |
| 2.2 Dimensions of Conscious Self-Regulation | 第51-56页 |
| 2.2.1 Autonomy | 第51-53页 |
| 2.2.2 Self-efficacy | 第53-55页 |
| 2.2.3 Outcome Expectancy | 第55-56页 |
| 2.3 Dimensions of Nonconscious Self-Regulation | 第56-58页 |
| 2.3.1 Habit | 第56-57页 |
| 2.3.2 Impulsiveness | 第57-58页 |
| 2.4 Control Variables | 第58页 |
| 2.5 Summary | 第58-59页 |
| Chapter 3 Research on Key Multi-Screening Trends and Effect of Self-Regulation onAdoption of Multi-Screening | 第59-87页 |
| 3.1 Research model and hypotheses | 第60-62页 |
| 3.2 Empirical Design of The Study | 第62-66页 |
| 3.2.1 Instrument Development | 第62-64页 |
| 3.2.2 Sampling and Survey Administration | 第64-65页 |
| 3.2.3 Common Method Bias | 第65-66页 |
| 3.3 Descriptive Analysis | 第66-77页 |
| 3.3.1 General and Online Device Usage | 第66-70页 |
| 3.3.2 Use of Multi-Screens in The Consumer Purchasing Process | 第70-77页 |
| 3.4 Analysis and Results of Hypothesized Model | 第77-82页 |
| 3.4.1 Measurement Model Development | 第78页 |
| 3.4.2 Assessment of the Reflective Measures | 第78-80页 |
| 3.4.3 Assessment of the Formative Measures | 第80页 |
| 3.4.4 Structural Model Development | 第80-82页 |
| 3.4.5 Assessment of moderating and control variables | 第82页 |
| 3.5 Discussion | 第82-86页 |
| 3.6 Summary | 第86-87页 |
| Chapter 4 Research Concerning Influence of Self-Regulation on Espousal of Multi-Screen Multitasking | 第87-102页 |
| 4.1 Introduction and Background | 第87-90页 |
| 4.1.1 Multi-Screen Multitasking | 第87-88页 |
| 4.1.2 Media Multitasking Among University Students and Young Generation | 第88-89页 |
| 4.1.3 Motivation for The Research | 第89-90页 |
| 4.2 Theoretical Framework | 第90-91页 |
| 4.3 Empirical Design | 第91-95页 |
| 4.3.1 Instrumentation | 第92-94页 |
| 4.3.2 Sampling and Data Collection | 第94-95页 |
| 4.3.3 Method for Analyzing the Model | 第95页 |
| 4.4 Results and Analysis | 第95-100页 |
| 4.4.1 Measurement Model | 第95-98页 |
| 4.4.2 Structural Model | 第98-100页 |
| 4.5 Discussion | 第100-101页 |
| 4.6 Summary | 第101-102页 |
| Chapter 5 Research on Adoption of Multi-Screening for Online Shopping andDetermining Usability Preferences for M-Commerce and E-Commerce | 第102-130页 |
| 5.1 Study 1: Gen Y's Adoption of Multi-Screening for Online Shopping | 第102-113页 |
| 5.1.1 Introduction and Background | 第102-104页 |
| 5.1.2 Research Model and Hypotheses | 第104-105页 |
| 5.1.3 Empirical Design of Research | 第105-107页 |
| 5.1.4 Empirical Analysis and Results | 第107-111页 |
| 5.1.5 Discussion | 第111-113页 |
| 5.2 Study 2: Consumers' Usability Preferences for Mobile and Computer Screensfor Online Shopping Activities | 第113-128页 |
| 5.2.1 Introduction | 第114-115页 |
| 5.2.2 Methodology | 第115-118页 |
| 5.2.3 Results | 第118-126页 |
| 5.2.4 Discussion | 第126-128页 |
| 5.3 Summary | 第128-130页 |
| Chapter 6 Key Implications and Recommendations | 第130-139页 |
| 6.1 Dual Model of Self-regulation can be Useful to Explain Behavior | 第130-131页 |
| 6.2 Professionals can Acclimate their Business Strategies by EnhancedUnderstanding of Multi-Screening and its Triggers | 第131-132页 |
| 6.3 Consumer Information Processing Model Has Evolved in the Current Multi-Screening Environment | 第132-133页 |
| 6.4 Search engine optimization (SEO) is key to success in multi-screening settings114 | 第133-134页 |
| 6.5 Media Multitasking is Multi-Screening Settings is Caused by Both Deliberativeand Automatic Factors | 第134-135页 |
| 6.6 Traditional Marketing Communication Would be Less Effective in Multi-Screening Environment | 第135页 |
| 6.7 Firms Should Take Advantage of multi-screening pathway of online shopping | 第135-137页 |
| 6.8 Both Mobiles and Computers are Preferred Over One Another to PerformActivities Related on Online Shopping | 第137-139页 |
| Conclusion | 第139-142页 |
| 结论 | 第142-144页 |
| Appendix | 第144-146页 |
| References | 第146-169页 |
| Papers Published in The Period of Ph.D. Education | 第169-171页 |
| Acknowledgement | 第171-172页 |
| Resume | 第172-173页 |
