| Abstract | 第4页 |
| 摘要 | 第5-12页 |
| Chapter 1 INTRODUCTION | 第12-19页 |
| 1.1 Research background | 第12-13页 |
| 1.2 Objectives and significance of the research | 第13-14页 |
| 1.2.1 Objectives | 第13页 |
| 1.2.2 Significance of the research | 第13-14页 |
| 1.3 Literature review | 第14-16页 |
| 1.3.1 Social Media and its influence on Brand Perception and Purchase Intention .. 3 | 第14-15页 |
| 1.3.2 Differences between adolescents’ and adults’ Purchase Intention influencedby Social Media | 第15-16页 |
| 1.3.3 Comments on literature review | 第16页 |
| 1.4 Main research content and basic study methods | 第16-19页 |
| 1.4.1 Main research content | 第16-17页 |
| 1.4.2 Basic study methods | 第17-18页 |
| 1.4.3 Research technology roadmap | 第18-19页 |
| Chapter 2. THEORETICAL ANALYSIS AND HYPOTHESESDEVELOPMENT | 第19-40页 |
| 2.1 Description of adolescents’ and adults’ consumer behavior | 第19-32页 |
| 2.1.1 Characteristics of adolescents and their consumer behavior | 第19-22页 |
| 2.1.2 Characteristics of adults and their consumer behavior | 第22-25页 |
| 2.1.3 Comparative analysis of adolescents and adults and theirconsumer behavior | 第25-32页 |
| 2.2 Hypotheses development of adolescents’ perception of the Effect of Brandinfluenced by Social Media | 第32-39页 |
| 2.2.1 The effect of Brand Trust influenced by Social Media on adolescents’ Purchase Intention | 第32-33页 |
| 2.2.2 The effect of Brand Image influenced by Social Media on adolescents’ Purchase Intention | 第33-34页 |
| 2.2.3 The effect of Online Brand Community influenced by Social Media onadolescents’ Purchase Intention | 第34-35页 |
| 2.2.4 The effect of eWOM influenced by Social Media on adolescents’ PurchaseIntention | 第35-37页 |
| 2.2.5 The differences between adolescents’ and adults’ perception of the Effect ofBrand Influenced by Social Media | 第37-39页 |
| 2.3 Chapter summary | 第39-40页 |
| Chapter 3 RESEARCH DESIGN AND DATA ANALYSIS | 第40-52页 |
| 3.1 Data collection | 第40页 |
| 3.2 Measurement | 第40-42页 |
| 3.2.1 Measurement of adolescents and adults’ Purchase Intention | 第41页 |
| 3.2.2 Measurement of the Effect of Brand influenced by Social Media | 第41-42页 |
| 3.3 Reliability, validity, and common bias | 第42-46页 |
| 3.3.1 Reliability analysis | 第42-43页 |
| 3.3.2 Validity | 第43-45页 |
| 3.3.3 Common bias | 第45页 |
| 3.3.4 Correlation analysis | 第45-46页 |
| 3.4 Statistical results | 第46-49页 |
| 3.4.1 Relationships between Brand Image, Brand Trust, Online Brand Community, and eWOM influenced by Social Media and adolescents Purchase intention | 第46-47页 |
| 3.4.2 The mediating effect of Brand Trust influenced by Social Media and BrandImage influenced by Social Media | 第47-48页 |
| 3.4.3 Different influence of Social Media on adolescents and adults’ perception ofThe Effect of Brand | 第48-49页 |
| 3.5 Discussion | 第49-51页 |
| 3.6 Chapter summary | 第51-52页 |
| Chapter 4 RECOMMENDATIONS TO PROMOTE ADOLESCENTS’ PURCHASE INTENTION | 第52-59页 |
| 4.1 To develop Brand Trust strategy in Social Media | 第52-53页 |
| 4.2 To develop Brand Image strategy in Social Media | 第53-55页 |
| 4.3 To develop Online Brand Community strategy in Social Media | 第55-56页 |
| 4.4 To develop eWOM strategy in Social Media | 第56-58页 |
| 4.5 Chapter summary | 第58-59页 |
| CONCLUSION | 第59-61页 |
| REFERENCES | 第61-74页 |
| APPENDIX | 第74-77页 |
| ACKNOWLEDGEMENT | 第77-78页 |
| RESUME | 第78页 |
