| Abstract | 第5-6页 |
| 摘要 | 第7-17页 |
| 1 Introduction | 第17-24页 |
| 1.1 Research Background | 第17-18页 |
| 1.1.1 Symbolic Consumption in Generation Y Consumers | 第17-18页 |
| 1.1.2 Global versus Local Brands Consumption | 第18页 |
| 1.2 Statement of the Problem | 第18-20页 |
| 1.3 Purpose of the Study and Significance | 第20-21页 |
| 1.4 Definition of Key Terms | 第21-22页 |
| 1.5 Research Plan of the Dissertation | 第22-24页 |
| 2 Literature Review | 第24-41页 |
| 2.1 An overview of Consumption | 第24页 |
| 2.2 An overview of Symbolic Consumption | 第24-29页 |
| 2.2.1 Symbolic Consumption in a conspicuous product | 第25-26页 |
| 2.2.2 Prior Research on Symbolic Consumption | 第26-29页 |
| 2.3 Components of Symbolic Consumption | 第29-33页 |
| 2.3.1 Self-Concept Theory | 第30-32页 |
| 2.3.2 Consumer Lifestyle Congruence | 第32-33页 |
| 2.4 Antecedents of Symbolic Consumption | 第33-36页 |
| 2.4.1 Consumer Factor: Emotional Brand Experience | 第33-35页 |
| 2.4.2 Product Factor: Brand Prestige | 第35-36页 |
| 2.5 Consequence of Symbolic Consumption | 第36-38页 |
| 2.5.1 Attitude and Behavior Model | 第36-37页 |
| 2.5.2 Brand Loyalty | 第37-38页 |
| 2.6 Generational Cohort Theory | 第38-39页 |
| 2.7 Proposed Conceptual Model | 第39-40页 |
| 2.8 Chapter Summary | 第40-41页 |
| 3 Scale development of Symbolic Consumption on Brand Attitude and Purchase Intentions | 第41-58页 |
| 3.1 The Influence of Symbolic Consumption on Brand Attitude and PurchaseIntentions | 第42-44页 |
| 3.2 Method | 第44-45页 |
| 3.2.1 Sample and Brand Selection | 第44-45页 |
| 3.2.2 Development of Measurement Scales | 第45页 |
| 3.3 Results | 第45-52页 |
| 3.3.1 Participation Characteristic | 第45-46页 |
| 3.3.2 Descriptive Statistics | 第46-47页 |
| 3.3.3 Reliability and Validity Test | 第47-49页 |
| 3.3.4 Analysis of the Results | 第49-52页 |
| 3.4 Conceptual Mode | 第52页 |
| 3.5 Relationships between Emotional Experience, Brand Prestige,SymbolicConsumption and Brand Loyalty | 第52-57页 |
| 3.5.1 Relationship between Emotional Experience, Symbolic Consumption, andBrand Loyalty | 第52-53页 |
| 3.5.2 Relationship between Brand Prestige, Symbolic Consumption and BrandLoyalty | 第53-54页 |
| 3.5.3 Relationship between Symbolic Consumption and Brand Loyalty | 第54页 |
| 3.5.4 Relationship between Emotional Experience and Brand Prestige | 第54-55页 |
| 3.5.5 Global brand vs.Local Brand Effect | 第55-56页 |
| 3.5.6 Generation Y Consumers' Incomes Sources Effect | 第56-57页 |
| 3.6 Chapter Summary | 第57-58页 |
| 4 Methodology | 第58-64页 |
| 4.1 Sample and Procedure | 第58页 |
| 4.2 Questionnaires and Measures | 第58-60页 |
| 4.2.1 Emotional Experience | 第58页 |
| 4.2.2 Brand Prestige | 第58-59页 |
| 4.2.3 Symbolic Consumption | 第59页 |
| 4.2.4 Brand Loyalty | 第59页 |
| 4.2.5 Demographic Information | 第59页 |
| 4.2.6 Pilot Study | 第59-60页 |
| 4.3 Method of Data Analysis | 第60-63页 |
| 4.4 Chapter Summary | 第63-64页 |
| 5 Data Analysis and Results | 第64-96页 |
| 5.1 Sample Characteristics | 第64-66页 |
| 5.2 Descriptive Statistics | 第66-68页 |
| 5.3 Reliability and Validity Tests | 第68-78页 |
| 5.3.1 Reliability Test | 第68页 |
| 5.3.2 Discriminant Validity | 第68-71页 |
| 5.3.3 Convergent Validity | 第71-78页 |
| 5.4 Structural Equation Model | 第78-80页 |
| 5.5 Hypotheses Testing | 第80-95页 |
| 5.5.1 Hypothesis 1 through Hypothesis 6 | 第80-81页 |
| 5.5.2 Hypothesis 7 through Hypothesis 12 | 第81-88页 |
| 5.5.3 Hypothesis 13 through Hypothesis 18 | 第88-95页 |
| 5.6 Chapter Summary | 第95-96页 |
| 6 Discussion and Conclusions | 第96-104页 |
| 6.1 Discussion | 第96-99页 |
| 6.2 Conclusions | 第99-100页 |
| 6.3 Implications | 第100-102页 |
| 6.3.1 Implications for Theory and Research | 第100-101页 |
| 6.3.2 Implications for Practitioners | 第101-102页 |
| 6.4 Limitations and Recommendations for Future Study | 第102-104页 |
| Abstract of Innovative Points | 第104-105页 |
| References | 第105-117页 |
| Appendix A 42 personality traits | 第117-118页 |
| Appendix B Questionnaire for Scale development of Symbolic Consumption on BrandAttitude and Purchase Intentions | 第118-120页 |
| Appendix C Questionnaire for Main Study | 第120-122页 |
| Research Projects and Publications during PhD Period | 第122-123页 |
| Acknowledgement | 第123-124页 |
| Curriculum Vitae | 第124-126页 |
