| 摘要 | 第4-7页 |
| Abstract | 第7-8页 |
| Chapter 1. Introduction | 第15-26页 |
| 1.1. The Research Background and Significance of the Subject | 第15-17页 |
| 1.1.1. Background of the Subject | 第15-16页 |
| 1.1.2. Introduction of the Problem | 第16-17页 |
| 1.2. Purpose of Research | 第17页 |
| 1.3. Significance of Research | 第17-18页 |
| 1.3.1. Theoretical Significances | 第17-18页 |
| 1.3.2. Practical Significances | 第18页 |
| 1.4. Literature Reviews | 第18-23页 |
| 1.4.1. Research on ASEAN Economic Community | 第18-21页 |
| 1.4.2. Research on Consumer Purchase Intention | 第21-22页 |
| 1.4.3. Research on Fast Moving Consumer Goods | 第22-23页 |
| 1.5. Research Review | 第23-24页 |
| 1.6. Research Contents and Methodology | 第24-26页 |
| Chapter 2. Structure of Theoretical Models | 第26-34页 |
| 2.1. Concept and Content of Variables | 第26-29页 |
| 2.1.1. Awareness variable | 第26-27页 |
| 2.1.2. Perceived Value variable | 第27-28页 |
| 2.1.3. Consumer Demographic variable | 第28页 |
| 2.1.4. Consumer Purchase Intention variable | 第28-29页 |
| 2.2. Theoretical Model and Research Hypotheses | 第29-33页 |
| 2.2.1. Relations between Awareness and Consumer Purchase Intention | 第29页 |
| 2.2.2. Relations between Awareness and Perceived Value to Consumer Purchase Intention | 第29-30页 |
| 2.2.3. Relations between Awareness and Consumer Purchase Intention | 第30-31页 |
| 2.2.4. Relations between Perceived Value and Consumer Purchase Intention . 17 | 第31页 |
| 2.2.5. Relations between Consumer Demographics and Consumer Purchase Intention | 第31-32页 |
| 2.2.6. Relations between Awareness mediated by Perceived Value and Consumer Demographic to Consumer Purchase Intention | 第32-33页 |
| 2.3. Chapter Summary | 第33-34页 |
| Chapter 3. Data Collection and Analysis | 第34-58页 |
| 3.1. Selection and Measurement of Variables | 第34-36页 |
| 3.1.1. Awareness variable | 第34页 |
| 3.1.2. Perceived Value variable | 第34-35页 |
| 3.1.3. Consumer Demographic variable | 第35页 |
| 3.1.4. Consumer Purchase Intention variable | 第35-36页 |
| 3.2. Survey Research Design | 第36-39页 |
| 3.2.1. Questionnaire Design | 第36-37页 |
| 3.2.2. Data Compilation and Samples Introduction | 第37-39页 |
| 3.2.3. Questionnaire Pretest | 第39页 |
| 3.3. Data Analysis | 第39-46页 |
| 3.3.1. Questionnaire‘s Reliability and Validity Test | 第39-43页 |
| 3.3.2. Questionnaire‘s Descriptive Statistical Analysis | 第43-44页 |
| 3.3.3. Relevance Analysis between Each Variable | 第44-46页 |
| 3.4. Verification and Explanation of Hypotheses | 第46-57页 |
| 3.4.1. Main Effect Analysis: Effect analysis between Awareness of ASEAN and ASEAN Economic Community and Consumer Purchase Intention | 第47-49页 |
| 3.4.2. Mediating Effect Analysis | 第49-57页 |
| 3.4.2.1. Effect analysis between Awareness of ASEAN and ASEAN Economic Community and Perceived Value | 第49-51页 |
| 3.4.2.2. Effect analysis between Awareness of ASEAN and ASEAN Economic Community and Consumer Demographic | 第51-52页 |
| 3.4.2.3. Effect analysis between Perceived Value and Consumer Purchase Intention | 第52-54页 |
| 3.4.2.4. Effect Analysis between Consumer Demographics and Consumer Purchase Intention | 第54-55页 |
| 3.4.2.5. Effect analysis between Awareness and Perceived Value to Consumer Purchase Intention | 第55-57页 |
| 3.5. Chapter Summary | 第57-58页 |
| Chapter 4. Discussion of Hypothesis Testing Results & Suggestions | 第58-64页 |
| 4.1. Discussion of Hypothesis Testing Results | 第58-60页 |
| 4.1.1. The Awareness of ASEAN and ASEAN Economic Community condition analysis | 第58-59页 |
| 4.1.2. Perceived Value mediating role analysis | 第59页 |
| 4.1.3. Discussion on consumer demographics‘ mediating role | 第59-60页 |
| 4.2. Theoretical Contribution | 第60-61页 |
| 4.3. Practical Recommendation | 第61-62页 |
| 4.4. The Research Limitations and Outlook | 第62页 |
| 4.5. Chapter Summary | 第62-64页 |
| Conclusions | 第64-66页 |
| 结论 | 第66-67页 |
| References | 第67-70页 |
| Acknowledgement | 第70-71页 |
| Resume | 第71页 |
| 个人简历 | 第71-72页 |
| Appendix 1 | 第72-76页 |
| Appendix 2 | 第76-80页 |
| Appendix 3 | 第80-81页 |
