| 摘要 | 第5-10页 |
| Abstract | 第10-12页 |
| Chapter 1 Introduction | 第17-29页 |
| 1.1 Research Justification | 第18-23页 |
| 1.1.1 Importance of Social Commerce and Online Impulse Buying Behavior | 第18-22页 |
| 1.1.2 Limitations of Existing Research | 第22-23页 |
| 1.2 Research Questions | 第23-24页 |
| 1.3 Expected Contributions | 第24-26页 |
| 1.4 Structure of Dissertation | 第26-29页 |
| Chapter 2 Literature Review | 第29-73页 |
| 2.1 Social Commerce | 第29-43页 |
| 2.1.1 Concepts about Social Commerce | 第29-33页 |
| 2.1.2 Classification of Social Commerce Communities | 第33-36页 |
| 2.1.3 Key Features of Social Commerce Community | 第36-40页 |
| 2.1.4 Research on Social Commerce | 第40-43页 |
| 2.2 Impulse Buying | 第43-50页 |
| 2.2.1 Understanding Consumers' Online Impulse Buying Behavior | 第43-47页 |
| 2.2.2 Research on Online Impulse Buying | 第47-50页 |
| 2.3 Parasocial Interaction | 第50-59页 |
| 2.3.1 Parasocial Interaction Research in Media and Communication | 第50-54页 |
| 2.3.2 Parasocial Interaction Research in Psychology | 第54-56页 |
| 2.3.3 Forming Parasocial Interaction Relationships in Social Commerce Communities | 第56-59页 |
| 2.4 Stimuli-Organism-Response Model | 第59-73页 |
| 2.4.1 Features of Social Commerce Community as Environmental Stimulus | 第62-68页 |
| 2.4.2 User's Cognitive,Affective, and Emotional Reactions in Social Commerce Community | 第68-70页 |
| 2.4.3 Users' Impulse Buying Tendency as Response | 第70-73页 |
| Chapter 3 Research Model and Hypotheses | 第73-85页 |
| 3.1 Effects of Task-Relevant and Mood-Relevant Features on Perceived Usefulness | 第74-76页 |
| 3.2 Effects of Task-Relevant and Mood-Relevant on Perceived Enjoyment | 第76-78页 |
| 3.3 Effects of Social-Relevant Features on Parasocial Interaction | 第78-81页 |
| 3.3.1 Effect of Similarity on Parasocial Interaction | 第78-79页 |
| 3.3.2 Effect of Expertise on Parasocial Interaction | 第79-80页 |
| 3.3.3 Effect of Likeability on Parasocial Interaction | 第80-81页 |
| 3.4 Relationships between Perceived Enjoyment,Perceived Usefulness,and Parasocial Interaction | 第81-82页 |
| 3.4.1 Effect of Perceived Usefulness on Perceived Enjoyment | 第81-82页 |
| 3.4.2 Effect of Parasocial Interaction on Perceived Enjoyment | 第82页 |
| 3.5 Understanding Users' Impulse Buying Tendency | 第82-85页 |
| 3.5.1 Effect of Perceived Enjoyment on Impulse Buying Tendency | 第83页 |
| 3.5.2 Effect of Parasocial Interaction on Impulse Buying Tendency | 第83-85页 |
| Chapter 4 Research Methodology | 第85-99页 |
| 4.1 Online Survey Research Design | 第85-88页 |
| 4.2 Construct Operationalization | 第88-98页 |
| 4.2.1 Instrument Development | 第88-91页 |
| 4.2.2 Instrument Validation | 第91-95页 |
| 4.2.3 Data Collection Procedure | 第95-98页 |
| 4.2.4 Common Method Variance | 第98页 |
| 4.3 Data Analysis Plan | 第98-99页 |
| Chapter 5 Data Analysis | 第99-107页 |
| 5.1 Measurement Model Evaluation | 第99-103页 |
| 5.1.1 Reliability | 第100页 |
| 5.1.2 Convergent Validity | 第100-102页 |
| 5.1.3 Discriminant Validity | 第102-103页 |
| 5.2 The Structural Model | 第103-105页 |
| 5.3 Summary of Hypotheses and Results | 第105-107页 |
| Chapter 6 Discussion and Conclusion | 第107-119页 |
| 6.1 Discussion of Results | 第107-108页 |
| 6.2 Limitations and Directions for Future Research | 第108-110页 |
| 6.2.1 Cross-Sectional Nature | 第108页 |
| 6.2.2 Biases in Data Collection and Interpretation | 第108-110页 |
| 6.2.3 Generalization | 第110页 |
| 6.3 Implications for Research and Practice | 第110-119页 |
| 6.3.1 Implications for Researchers | 第111-112页 |
| 6.3.2 Implications for Practitioners | 第112-119页 |
| Reference | 第119-133页 |
| Acknowledgements | 第133-135页 |
| 在读期间发表的学术论文 | 第135-137页 |
| APPENDIX A. ABBREVIATIONS | 第137-138页 |
| APPENDIX B. CROSS-LOADING | 第138页 |
