| ABSTRACT | 第3-4页 |
| 摘要 | 第5-11页 |
| Chapter 1 Introduction | 第11-20页 |
| 1.1. Background and the purpose of the study | 第11-15页 |
| 1.2. Issue | 第15-17页 |
| 1.3. Hypothesis | 第17-18页 |
| 1.4. Methodology-analysis through network effect and behavioral economics | 第18-20页 |
| Chapter 2 Literature Study | 第20-25页 |
| 2.1. Study on door-to-door sale and Korean Herb Cosmetics | 第20-21页 |
| 2.2. Study on network effect and bandwagon effect | 第21-22页 |
| 2.3. Study on behavioral economics | 第22-25页 |
| Chapter 3 Theoretical account for Korean Herb Cosmetics, door-to-door sale, and tools forreinterpretation | 第25-66页 |
| 3.1. Theoretical account on Korean Herb Cosmetics and door-to-door sale | 第26-33页 |
| 3.1.1. Theoretical account of Korean Herb Cosmetics | 第26-29页 |
| 3.1.1.1. Definition of Korean Herb Cosmetics | 第26-27页 |
| 3.1.1.2. Korea Korean Herb Cosmetics market conditions | 第27-29页 |
| 3.1.2. Theoretical account door-to-door sale distribution channel | 第29-32页 |
| 3.1.2.1. Definition of door-to-door sale and types | 第29-30页 |
| 3.1.2.2. History of Korea door-to-dor sale market | 第30-31页 |
| 3.1.2.3. Current conditions and prospects of door-to-door sale cosmetics market | 第31-32页 |
| 3.1.3. Relation between Korean Herb Cosmetics and door-to-door sale | 第32-33页 |
| 3.1.4. Characteristics of door-to-door sale products | 第33页 |
| 3.2. Theoretical review on network effect | 第33-41页 |
| 3.2.1. Definition of network effect and types | 第34-37页 |
| 3.2.2. Differences between Network effect Industries and regular industries in microeconomics:Increasing returns | 第37-38页 |
| 3.2.3. Variants related to increasing returns | 第38-40页 |
| 3.2.4. Characteristic of markets using network | 第40-41页 |
| 3.3. Review on bandwagon effect-definition and types of bandwagon effect | 第41-45页 |
| 3.4. Theoretical Review on behavioral economics (Comparison with the traditional economics) | 第45-55页 |
| 3.4.1. Behavioral economics and the standard economic model | 第46-52页 |
| 3.4.1.1. What is behavioral economics? | 第46-47页 |
| 3.4.1.2. The standard economic model | 第47-49页 |
| 3.4.1.3. Shortcomings of the standard economic model | 第49-51页 |
| 3.4.1.4. What behavioral economics tries to do | 第51-52页 |
| 3.4.2. The methods of Behavioral Economics | 第52-55页 |
| 3.5. Related theories on behavioral economics that explain consumer's psychology for using door-to-door sale | 第55-66页 |
| 3.5.1. Prospect Theory | 第55-62页 |
| 3.5.1.1. Form of value function | 第56-57页 |
| 3.5.1.2. 3 features of value function | 第57-59页 |
| 3.5.1.2.1. Reference point dependency | 第57-58页 |
| 3.5.1.2.2. Diminishing sensitivity | 第58-59页 |
| 3.5.1.2.3. Loss aversion | 第59页 |
| 3.5.1.3. Calculation of value function | 第59-61页 |
| 3.5.1.4. Reference point dependency,loss aversion and indifference curve | 第61-62页 |
| 3.5.2. Adaption of Prospect theory:endowment effect and status quo bias | 第62-65页 |
| 3.5.2.1. Endowment effect | 第63-64页 |
| 3.5.2.2. Status quo bias | 第64-65页 |
| 3.5.3. Normaltive conduct effect and Spotlight effect | 第65-66页 |
| Chapter 4 Application of the theory and implications | 第66-78页 |
| 4.1. Korean cosmetics door-to-door sale distribution market and Korean Herb Cosmetics market conditions | 第67-70页 |
| 4.2. Sales strategies of large Korean cosmetics companies | 第70-72页 |
| 4.2.1. Incentive system for hard working sales person in expanding personal networks | 第70-71页 |
| 4.2.2. Providing compliment items with Korean herb cosmetics-Bundling | 第71-72页 |
| 4.2.3. Deferred payment system and offering many free samples | 第72页 |
| 4.2.4. Hosting events to build personal networks | 第72页 |
| 4.3. Nature of Bandwagon consumer | 第72-75页 |
| 4.4. Empirical studies on consumer behaviors in door-to-door sale-that match bandwagon effect and the theories in behavioral economics | 第75-77页 |
| 4.5. Other empirical studies | 第77-78页 |
| Chapter 5 Conclusion | 第78-82页 |
| 5.1. Potential for Korean Herb Cosmetics to Enter Chinese market through door-to-door sale distribution channel | 第78-80页 |
| 5.2. Implication,limit and further discussion of this paper | 第80-82页 |
| Bibliography | 第82-86页 |
