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购物网站上的中英网上消费者体验的对比研究--基于文化视角的分析

ACKNOWLEDGEMENTS第5-6页
ABSTRACT第6-7页
摘要第8-14页
CHAPTER ONE INTRODUCTION第14-20页
    1.1 Research Background第14-15页
    1.2 Rationale of the Present Study第15-17页
    1.3 Significance of the Study第17-18页
    1.4 Research Questions第18页
    1.5 Organisation of the Thesis第18-20页
CHAPTER TWO LITERATURE REVIEW第20-29页
    2.1 Previous Studies on Online Customer Experience第20-24页
        2.1.1 Previous Studies on Online Customer Experience Abroad第20-23页
        2.1.2 Previous Studies on Online Customer Experience at Home第23-24页
    2.2 Previous Studies on Cultural Research on Marketing第24-27页
        2.2.1 Previous Studies of Cultural Research on Marketing Abroad第24-26页
        2.2.2 Previous Studies on Cross-cultural Research on Marketing at Home ..13第26-27页
    2.3 Comments on the Present Studies第27-29页
CHAPTER THREE THERETICAL FRAMEWORK第29-46页
    3.1 Schmitt’s Experiential Marketing Framework第29-30页
    3.2 Gentile et al’s Six Primary Experiential Components第30-31页
    3.3 Flow Concepts第31-34页
    3.4 Online Consumer Behaviour第34-35页
    3.5 Cultural Theories第35-41页
        3.5.1 Hofstede’s Cultural Dimensions第35-39页
        3.5.2 Consumer Culture Theory第39-41页
    3.6 Theoretical Framework of the Present Study第41-46页
CHAPTER FOUR METHODOLOGICAL FRAMEWORK第46-56页
    4.1 Research Philosophy第46-47页
    4.2 Research Approach第47-48页
    4.3 Research Method and Strategy第48-49页
    4.4 Sample Design第49-50页
    4.5 Data Collection Method第50-53页
    4.6 Data Analysis Method第53-56页
        4.6.1 Reliability Test第53-54页
        4.6.2 T-test第54页
        4.6.3 Multiple Regression Analysis第54-56页
CHAPTER FIVE SURVEY REASULTS第56-64页
    5.1 Respondents’ Profile and General Summary of Survey Results第56-58页
        5.1.1 Respondents’ Profile第56-57页
        5.1.2 General summary of the Survey Result第57-58页
    5.2 Reliability Test Result第58-59页
    5.3 T-test Result第59-60页
    5.4 Multiple Regression Analysis Result第60-64页
        5.4.1 Multicollinearity Checking第60-61页
        5.4.2 British Multiple Regression Analysis Result第61-62页
        5.4.3 Chinese Multiple Regression Analysis Result第62-64页
CHAPTER SIX ANALYSIS AND DISCUSSION第64-78页
    6.1 Brief Conclusion of Research Results第64-65页
    6.2 Analysis of Shared Online Customer Experience Dimension --- Cognitive第65-70页
        6.2.1 Cultural Analysis and Discussion of the Telepresence, Transformation of Time Antecedents第66-69页
        6.2.2 Cultural Analysis and Discussion of the Challenge and ArousalAntecedent第69-70页
    6.3 Analysis of the Distinctive Customer Experience Dimension of British – Lifestyle第70-72页
    6.4 Analysis of the Distinctive Online Customer Experience Dimensions of Chinese – Emotional and Pragmatic第72-76页
        6.4.1 Analysis of Chinese Emotional Dimension第72-73页
        6.4.2 Analysis of Chinese Pragmatic Dimension第73-76页
    6.5 Summary第76-78页
CHAPTER SEVEN RECOMMENDATIONS AND CONCLUSION第78-87页
    7.1 Recommendations for British and Chinese E-marketers and Web-designers.65第78-83页
        7.1.1 Recommendations for British Marketers and Web Designers第78-80页
        7.1.2 Recommendations for Chinese Marketers and Web-designers第80-83页
    7.2 Theoretical Contributions第83-84页
    7.3 Limitation and Opportunities for Further Research第84-87页
REFERENCES第87-103页
Appendix A Questionnaire Design第103-108页
Appendix B Full Copy of Survey Data第108-118页
Appendix C Eight factors of Cronbach’s alpha value第118-121页
在校期间发表论文清单第121页

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