| Acknowledgements | 第1-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第6-7页 |
| Table of Contents | 第7-9页 |
| Chapter I Introduction | 第9-31页 |
| ·Preamble: Theoretical and Historical Review | 第9-15页 |
| ·Understanding Commodity Culture | 第9-11页 |
| ·Conceptualizing the Cafe as Cultural Space | 第11-14页 |
| ·Considering the Semiotics of Cafe as A Consumer Space | 第14-15页 |
| ·Overview of Intercultural Communication (IC) and Rationale for the Study | 第15-22页 |
| ·Profile of IC and Its Paradigms | 第15-19页 |
| ·Rationale for the Present Study | 第19-20页 |
| ·Introducing the Costa Case to Analysis | 第20-22页 |
| ·Defining the Research Context and Questions of the Present Study | 第22-31页 |
| ·Research Setting | 第22-27页 |
| ·Research Questions | 第27-31页 |
| Chapter II Literature Review | 第31-45页 |
| ·Consumer Society with Kaleidoscopic Signs | 第31-34页 |
| ·Jean Baudrillard's Consumption Theory—Signs and Commodities | 第31-32页 |
| ·The Consumption Theory of Mass Culture | 第32-34页 |
| ·The Discourse of Sign Consumption and Ideology | 第34-36页 |
| ·The Logic of Sign Consumption | 第34-35页 |
| ·The Ideology of Consumer Society | 第35-36页 |
| ·Consumption of Space and Consumer Behavior | 第36-45页 |
| ·Definition of Space Consumption | 第36-38页 |
| ·Definition of Consumer Behavior | 第38-39页 |
| ·Defining Experiential Consumption and Value | 第39-41页 |
| ·Defining Consumption of Lifestyle | 第41-45页 |
| Chapter III Methodology and Research Design | 第45-57页 |
| ·Research Methodology | 第45-50页 |
| ·The Evolution of A Semiotic Approach | 第45-49页 |
| ·Utilizing An Interpretive Approach | 第49-50页 |
| ·The Rationale of Interview Conducting | 第50-57页 |
| ·Questions Analyses | 第50-54页 |
| ·Interviewee Component | 第54-57页 |
| Chapter IV Data Analysis and Findings | 第57-72页 |
| ·Semiotic Analysis of Costa's Design | 第57-61页 |
| ·Characteristics of Space Signs | 第57-59页 |
| ·Characteristics of Commodity Signs | 第59-61页 |
| ·Space Construction And Consumer Behavior | 第61-72页 |
| ·How Costa Constructs A Differentiated Consumption Space | 第61-66页 |
| ·Space Consumers' Mode of Behavior | 第66-72页 |
| Chapter V Conclusions | 第72-76页 |
| ·Conclusions | 第72-74页 |
| ·Limitations of the Present Study and Suggestions for Further Research | 第74-76页 |
| References | 第76-81页 |
