| 摘要 | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 1. INTRODUCTION | 第8-11页 |
| 1.1 Background And Significance | 第8-9页 |
| 1.2 Research Status Both Domestic And Abroad | 第9-11页 |
| 2. LITERATURE REVIEW | 第11-35页 |
| 2.1 Definition of Luxury Goods And Related Concept | 第11-16页 |
| 2.1.1 Definition of luxury goods | 第11-13页 |
| 2.1.2 Classification of Luxury | 第13-14页 |
| 2.1.3 Characteristics of Luxury Goods | 第14-16页 |
| 2.2 Luxury Consumption | 第16-27页 |
| 2.2.1 Theories of Luxury Consumption Motivation | 第16-19页 |
| 2.2.2 Status Quo of Luxury Consumption in China | 第19-21页 |
| 2.2.3 Luxury Consumption Abroad By Chinese | 第21-23页 |
| 2.2.4 Classification of Chinese Luxury Consumers | 第23-26页 |
| 2.2.5 Supply And Demand Structure of Chinese Luxury Market | 第26-27页 |
| 2.3 Rise of Electronic Commerce | 第27-30页 |
| 2.4 Web-based Luxury Consumption | 第30-35页 |
| 2.4.1 Online Luxury Consumption in Japan | 第30-32页 |
| 2.4.2 Online Luxury Consumption in USA | 第32-35页 |
| 3. Study Design of Online Luxury Shopping in China | 第35-51页 |
| 3.1 Online Luxury Shopping in China | 第35-39页 |
| 3.1.1 Status Quo of Luxury Shopping in China | 第35-36页 |
| 3.1.2 Luxury E-commerce Websites in China | 第36-39页 |
| 3.2 Study Design of Online Luxury Consumer Preference | 第39-51页 |
| 3.2.1 Study Method | 第39-40页 |
| 3.2.2 Related Theories | 第40-41页 |
| 3.2.3 Consumers Interview | 第41-43页 |
| 3.2.4 Design of Questionnaire | 第43-46页 |
| 3.2.5 Pretesting of Questionnaire | 第46-49页 |
| 3.2.6 Sampling Design | 第49-51页 |
| 4. Data Analysis and Suggestion | 第51-64页 |
| 4.1 Description of Samples and Basic Analysis | 第51-58页 |
| 4.1.1 Samples Description | 第51-54页 |
| 4.1.2 Data Analysis | 第54-58页 |
| 4.2 Suggestion and Conclusion | 第58-64页 |
| 5. Conclusion | 第64-67页 |
| APPENDIX | 第67-71页 |
| REFERENCES | 第71-74页 |
| ACKNOWLEDGEMENTS | 第74-75页 |
