| ACKNOWLEGEMENTS | 第5-6页 |
| Abstract in Chinese | 第6-8页 |
| Abstract in English | 第8-9页 |
| Chapter 1 Introduction | 第14-17页 |
| 1.1 Motivation and Objective of the Reserach | 第14-15页 |
| 1.2 Importance of the Reserach | 第15-16页 |
| 1.3 Methodology of the Research | 第16页 |
| 1.4 Structure of the Dissertation | 第16-17页 |
| Chapter 2 Literature Review | 第17-25页 |
| 2.1 Defining Power | 第17-18页 |
| 2.2 Types of Power Manipulation | 第18页 |
| 2.3 The Influence of Power on Behaviour | 第18-20页 |
| 2.4 The Impact of Power on Consumer Behaviour | 第20-21页 |
| 2.5 Defining Consumer Complaint Behavior | 第21-22页 |
| 2.6 Antecedents of Consumer Complaint Intention | 第22-23页 |
| 2.7 Cultural Differences in Power Concept and Consumer Complaint Behaviour | 第23-25页 |
| Chapter 3 Hypotheses Development | 第25-32页 |
| 3.1 Perceived Power and Complaint Intention | 第25-27页 |
| 3.2 Perceived Power and Negative Word of Mouth | 第27-28页 |
| 3.3 Perceived Power and Psychological Distancing | 第28-29页 |
| 3.4 Perceived Power and Perceived Cost of Complaint | 第29-30页 |
| 3.5 Perceived Power and Perceived Success of Complaint | 第30页 |
| 3.6 Perceived Power, Negative Emotions and Dissatisfaction Level | 第30-32页 |
| Chapter 4 Methodology | 第32-41页 |
| 4.1 Power Measurement and Manipulation Method Applied in Our Study | 第32-33页 |
| 4.2 Students Population as Subjects of Our Reserch | 第33页 |
| 4.3 Choice of Sample Size | 第33-34页 |
| 4.4 5- Point Likert Scale in Our Studies | 第34页 |
| 4.5 Detailed Study Design | 第34-41页 |
| 4.5.1 Study 1 Trait-Based Power | 第34-37页 |
| 4.5.2 Study 2 Incidental Sense of Power | 第37-39页 |
| 4.5.3 Study 3 Manipulated Sense of Power | 第39-41页 |
| Chapter 5 Analysis and Findings | 第41-62页 |
| 5.1 Study 1 Trait-Based Power | 第41-52页 |
| 5.1.1 Model Summary | 第42页 |
| 5.1.2 Direct Effects | 第42-45页 |
| 5.1.3 Indirect Effects | 第45-47页 |
| 5.1.4 Demographic Effects | 第47-50页 |
| 5.1.5 Other Findings | 第50-51页 |
| 5.1.6 Discussion of the Study 1 | 第51-52页 |
| 5.1.7 Limitations and Future Improvements of the Study 1 | 第52页 |
| 5.2 Study 2 Incidental Sense of Power | 第52-56页 |
| 5.2.1 Demographic Effect | 第53页 |
| 5.2.2 Power and Complaint Behavior | 第53-56页 |
| 5.2.2.3 Discussion of the Study 2 | 第55-56页 |
| 5.2.2.4 Limitations and Future Improvements of the Study 2 | 第56页 |
| 5.3 Study 3 Manipulated Sense of Power | 第56-62页 |
| 5.3.1 Hierarchichal Linear Regression Analysis | 第56-58页 |
| 5.3.2 One-Way ANOVA and ANCOVA Analysis | 第58-59页 |
| 5.3.3 Other Findings | 第59-61页 |
| 5.3.4 Discussion of the Study 3 | 第61页 |
| 5.3.5 Limitations and Future improvements of the Study 3 | 第61-62页 |
| Chapter 6 Discussion and Conclusion | 第62-66页 |
| 6.1 General Discussion | 第62-63页 |
| 6.2 Theoretical Contributions | 第63页 |
| 6.3 Managerial Implications | 第63-64页 |
| 6.4 Limitations and Future Reserach Directions | 第64-66页 |
| References | 第66-76页 |
| Appendices:Questionnaires | 第76-89页 |
