| 中文摘要 | 第1-12页 |
| Abstract | 第12-13页 |
| 1. Introduction | 第13-14页 |
| 2. Research Background | 第14-16页 |
| 3. Theoretical Framework | 第16-20页 |
| ·Theory of Planned Behavior | 第16-17页 |
| ·Cultural Value Orientation | 第17-20页 |
| 4. Hypothesis Development | 第20-23页 |
| 5. Research Methodology | 第23-29页 |
| ·Variable Measurement | 第23-26页 |
| ·Data collection and analysis | 第26-27页 |
| ·Goodness of measure | 第27-29页 |
| 6. Result Analysis and Hypothesis Testing | 第29-40页 |
| ·Demographics | 第29-30页 |
| ·Consumers' purchase intention, attitude, subjective norms and perceived behavioral control | 第30-33页 |
| ·Cross-culture difference | 第33-34页 |
| ·Hypothesis Testing | 第34-40页 |
| 7. Discussion and Implications | 第40-45页 |
| ·General scenario of the luxury market in China and Italy | 第40-41页 |
| ·Internal relations between attitude, subjective norms and perceived behavioral control | 第41-42页 |
| ·Integrated framework in predicting purchase intention in luxury field | 第42-43页 |
| ·Suggestion on the focus of effective communication and strategies | 第43-45页 |
| 8. Limitations and suggestion for future research | 第45-46页 |
| 9. Conclusion | 第46-47页 |
| 10. References | 第47-49页 |
| 11. Exhibits | 第49-61页 |
| Exhibit 1: Distribution of intention values in China and Italy | 第49-50页 |
| Exhibit 2: Questionnaire (English Version) | 第50-56页 |
| Exhibit 3: Questionnaire (Chinese Version) | 第56-61页 |
| 12. Acknowledgment | 第61-62页 |
