| 中文简明摘要 | 第9-13页 |
| ABSTRACT | 第13-15页 |
| Abbreviations Index | 第16-17页 |
| 1 INTRODUCTION | 第17-26页 |
| 1.1 Statement | 第17页 |
| 1.2 Background of the Study | 第17-21页 |
| 1.3 Problem Statement | 第21-22页 |
| 1.4 Purpose of the Study | 第22-23页 |
| 1.5 Research Aims and Objectives | 第23-24页 |
| 1.6 Research Questions | 第24页 |
| 1.7 Importance of the Study and Industry Profile | 第24-25页 |
| 1.8 Outline of the Research | 第25-26页 |
| 2 LITERATURE REVIEW | 第26-40页 |
| 2.1 Types of Electronic Business and M-Commerce | 第27页 |
| 2.2 Role of Taobao in Chinese Online Market | 第27-28页 |
| 2.3 Consumer's Attitude and Adoption Behavior among Online Shopping | 第28-30页 |
| 2.4 Adoption and Adoption Theories | 第30页 |
| 2.5 Social Communication Elements | 第30-32页 |
| 2.6 Word of Mouth Communications | 第32-35页 |
| 2.7 eWOM Platforms:Who and Why Consumers Seek or Post? | 第35-36页 |
| 2.8 eWOM's Impact on Consumer Behavior | 第36-37页 |
| 2.9 eWOM Channels, Online Opinions, Volume and Credibility | 第37-38页 |
| 2.10 Factors Responsible for eWOM Engagement | 第38-40页 |
| 3 THEORATICAL FRAMEWORK | 第40-58页 |
| 3.1 Research Model | 第40-41页 |
| 3.2 Consumer Reviews | 第41页 |
| 3.3 Reviewers | 第41-42页 |
| 3.4 Websites | 第42-43页 |
| 3.5 Expertness | 第43页 |
| 3.6 Trustworthiness | 第43-44页 |
| 3.7 Objectivity | 第44-45页 |
| 3.8 Homophily | 第45页 |
| 3.9 Advice Seeking | 第45-47页 |
| 3.10 Self Enhancement | 第47页 |
| 3.11 Need for Social Interaction | 第47-48页 |
| 3.12 Brand Involvement | 第48页 |
| 3.13 Economic Incentives | 第48-49页 |
| 3.14 Product Involvement | 第49-50页 |
| 3.15 Concern for Others | 第50页 |
| 3.16 Argument Quality | 第50-52页 |
| 3.17 eWOM Source Credibility | 第52-53页 |
| 3.18 Perceived Risk | 第53-54页 |
| 3.19 Information Usefulness | 第54-55页 |
| 3.20 Information Adoption | 第55-57页 |
| 3.21 Hypotheses | 第57-58页 |
| 4 MATERIALS AND METHODS | 第58-63页 |
| 4.1 Research Methodology, Data Collection, Design and Sample | 第58-59页 |
| 4.2 Research Instrument | 第59-61页 |
| 4.3 Analysis Tools | 第61-62页 |
| 4.4 Ethical Dimension of the Research | 第62-63页 |
| 5 RESULTS AND DATA ANALYSIS | 第63-83页 |
| 5.1 Descriptive Statistics | 第63-67页 |
| 5.2 Validity and reliability analysis for study 1 | 第67-68页 |
| 5.3 Structural equation model and model fit index for study 1 | 第68-70页 |
| 5.4 Regression weight for study 1 | 第70页 |
| 5.5 Validity and reliability analysis for study 2 | 第70-72页 |
| 5.6 Structural equation model and model fit index for study 2 | 第72-74页 |
| 5.7 Regression weight for study 2 | 第74页 |
| 5.8 Validity and reliability analysis for study 3 | 第74-76页 |
| 5.9 Structural equation model and model fit index for study 3 | 第76-78页 |
| 5.10 Regression weight for study 3 | 第78页 |
| 5.11 Validity and reliability analysis for study 4 | 第78-80页 |
| 5.12 Structural equation model and model fit index for study 4 | 第80-82页 |
| 5.13 Regression weight for study 4 | 第82-83页 |
| 6 GENERAL DISCUSSION AND CONCLUSION | 第83-92页 |
| 6.1 Impact of Motives of Consumer Engagement in Electronic Word of Mouth for Food Product Purchasing Decisions | 第83-85页 |
| 6.2 Impact of eWOM source credibility and perceived risk on food products customer's information adoption | 第85-86页 |
| 6.3 Impact of consumer reviews, reviewers and websites on food products customer's information adoption | 第86-87页 |
| 6.4 Impact of advice seeking, need for social interaction self enhancement and economic incentives on information adoption for food products purchasing | 第87-88页 |
| 6.5 Limitations and Future Implications | 第88-89页 |
| 6.6 Concluding Remarks and Perspectives | 第89-92页 |
| REFERENCES | 第92-107页 |
| APPENDIX | 第107-128页 |
| Chinese Questionnaire | 第107-114页 |
| English Questionnaire | 第114-120页 |
| AMOS Results | 第120-128页 |
| List of Papers | 第128页 |
