| Acknowledgement | 第1-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第6-7页 |
| CONTENTS | 第7-9页 |
| INTRODUCTION | 第9-12页 |
| LITERATURE REVIEW | 第12-37页 |
| ·Theoretical Frame Work 1 --- Culture | 第12-14页 |
| ·Conceptual Framework---Culture Described as an Onion | 第13-14页 |
| ·Conceptual Framework---Culture Described as a Lens | 第14页 |
| ·Literature Review of Two Incompatible Schools of Thoughts ---on Cross-cultural Differences in Consumer Behavior | 第14-16页 |
| ·Why “Chinese”and “American”Consumers are the Main Focus | 第16-18页 |
| ·The Concept of Conformity | 第18-22页 |
| ·Blind Conformity vs. Compliance vs. Obedience | 第19-20页 |
| ·Theories of Conformity Behavior | 第20-22页 |
| ·Informational Conformity | 第20-21页 |
| ·Normative Conformity | 第21-22页 |
| ·Theoretical Framework 2 --- Hofstede’s Dimensions of Culture& Consumer Behavior | 第22-37页 |
| ·Rationale | 第22-24页 |
| ·Collectivism vs. Individualism & Consumer Conformity Behavior | 第24-32页 |
| ·In-group and Out-group | 第26-27页 |
| ·Reference Group | 第27-32页 |
| ·Informational Influence and Information-sharing | 第29-30页 |
| ·Normative Influence and Family Conformity Orientation | 第30-32页 |
| ·Power Distance & Consumer Conformity Behavior | 第32-34页 |
| ·Opinion Seeking and Opinion Leadership | 第33-34页 |
| ·Uncertainty Avoidance and Consumer Conformity Behavior | 第34-37页 |
| ·Perceived Risk and Consumer Innovativeness | 第35-37页 |
| RESEARCH METHODOLOGY | 第37-49页 |
| ·Research Setting | 第37-38页 |
| ·Data Collection and Scales | 第38-41页 |
| ·Data Analysis and Discussion | 第41-49页 |
| CONCLUSIONS | 第49-51页 |
| ·Key Findings | 第49页 |
| ·Marketing Implications | 第49-50页 |
| ·Research Limitations and Future Directions | 第50-51页 |
| REFERENCES | 第51-54页 |
| APPENDIX | 第54-61页 |
