| 摘要 | 第5-7页 |
| Abstract | 第7-9页 |
| Chapter 1 Introduction | 第14-22页 |
| 1.1 Background and Purpose of the Study | 第14-15页 |
| 1.2 Literature Review | 第15-19页 |
| 1.2.1 Study on the Relations between China and Thailand | 第15-16页 |
| 1.2.2 Study on the Culture of China and Thailand | 第16-17页 |
| 1.2.3 Study on How Does Culture Affect Consumption Behavior | 第17-19页 |
| 1.3 Main Contents and Structure of the Thesis | 第19-20页 |
| 1.3.1 Main Contents | 第19-20页 |
| 1.3.2 Logical Route | 第20页 |
| 1.4 Research Methods | 第20-21页 |
| 1.5 Innovation of the Study | 第21-22页 |
| Chapter 2 Theoretical Knowledge on Culture and Consumer Behavior | 第22-43页 |
| 2.1 Culture | 第22-28页 |
| 2.1.1 Definition of Culture | 第22-23页 |
| 2.1.2 Theories of Culture | 第23-28页 |
| 2.2 Consumer Behavior | 第28-34页 |
| 2.2.1 Definition of Consumer Behavior | 第28页 |
| 2.2.2 Determinants of Consumer Behavior | 第28-34页 |
| 2.3 Relationship between Culture and Consumer Behavior | 第34-37页 |
| 2.4 Model of Consumer Decision Making | 第37-43页 |
| Chapter 3 Comparison between China and Thailand | 第43-66页 |
| 3.1 Overview of China and Thailand | 第43-50页 |
| 3.1.1 Economy Background | 第43页 |
| 3.1.2 Geography | 第43-44页 |
| 3.1.3 Language and Communication | 第44页 |
| 3.1.4 Religion and Tradition | 第44-46页 |
| 3.1.5 Number and Color | 第46页 |
| 3.1.6 Education and Literacy | 第46-47页 |
| 3.1.7 Food and Dress | 第47-49页 |
| 3.1.8 Social Structure, Family and Gender | 第49-50页 |
| 3.2 Analysis of Chinese and Thai Cultures | 第50-60页 |
| 3.2.1 Analysis from Hofstede’s Cultural Dimension | 第50-55页 |
| 3.2.2 Core Values of Chinese Culture | 第55-57页 |
| 3.2.3 Core Values of Thai Culture | 第57-59页 |
| 3.2.4 Sino-Thai Core Cultural Values | 第59-60页 |
| 3.3 Sino-Thai Similarity in Lifestyle | 第60-62页 |
| 3.4 Sino- Thai Differences in Lifestyle | 第62-63页 |
| 3.5 Sino-Thai Business Attitude | 第63-66页 |
| 3.5.1 China | 第63-64页 |
| 3.5.2 Thailand | 第64-66页 |
| Chapter 4 Cultural Influence on Consumer Attitude Analysis | 第66-84页 |
| 4.1 Chinese Cultural Influence on Consumer Behavior | 第66-72页 |
| 4.1.1 Need Recognition | 第67-68页 |
| 4.1.2 Information Searching | 第68-69页 |
| 4.1.3 Pre-purchase Evaluation of Choices | 第69-70页 |
| 4.1.4 Purchase/Evaluation | 第70-71页 |
| 4.1.5 Post-purchase Evaluation | 第71-72页 |
| 4.2 Thai Cultural Influence on Consumer Behavior | 第72-76页 |
| 4.2.1 Need Recognition | 第72-73页 |
| 4.2.2 Information Searching | 第73-74页 |
| 4.2.3 Pre-purchase Alternative Evaluation | 第74-75页 |
| 4.2.4 Purchase/Evaluation | 第75-76页 |
| 4.2.5 Post-purchase Evaluation | 第76页 |
| 4.3 Consumer Behavior in Digital World | 第76-84页 |
| 4.3.1 New Trends of Chinese Consumers | 第78-82页 |
| 4.3.2 New Trends of Thai Consumers | 第82-83页 |
| 4.3.3 Dimensionality of Cultures in the Future | 第83-84页 |
| Chapter 5 Case Study | 第84-95页 |
| 5.1 The Cultural Perspectives and Behavior of Consumers towards Luxury Products | 第84-89页 |
| 5.1.1 The Current State of Luxury Goods in China | 第85-87页 |
| 5.1.2 The Current State of Luxury Goods in Thailand | 第87-89页 |
| 5.1.3 Comparison of Motivations of Chinese and Thai Consumers on Luxuries Products ... | 第89页 |
| 5.2 The Impact of the Internet on Buyer Behavior in Globalization in China and Thailand | 第89-93页 |
| 5.2.1 Case Introduction | 第89-90页 |
| 5.2.2 Rakuten in Chinese Market | 第90-91页 |
| 5.2.3 Rakuten in Thailand Market | 第91-93页 |
| 5.3 Chapter Summary | 第93-95页 |
| Chapter 6 Marketing Implications and Suggestions | 第95-98页 |
| 6.1 Implications | 第95页 |
| 6.2 Suggestions | 第95-98页 |
| 6.2.1 Pay Attention to the Cultural Difference and Consumer Behavior | 第95-96页 |
| 6.2.2 Improve the Quality of Products | 第96-97页 |
| 6.2.3 Enhance the Brand Awareness | 第97页 |
| 6.2.4 Provide Special Products | 第97-98页 |
| Chapter 7 Conclusions and Limitations | 第98-100页 |
| 7.1 Conclusions | 第98-99页 |
| 7.2 Limitations and Future Research Directions | 第99-100页 |
| References | 第100-105页 |
| Acknowledgements | 第105页 |
| Resume | 第105-106页 |
