| 摘要 | 第1-3页 |
| ABSTRACT | 第3-8页 |
| List of Tables | 第8-9页 |
| List of Figures | 第9-10页 |
| Chapter 1 Introduction | 第10-14页 |
| ·Development of Internet Techn ology | 第10页 |
| ·Social Networking Sites | 第10-13页 |
| ·Social Network | 第10-11页 |
| ·Status Quo of Social Networking Sites | 第11-12页 |
| ·Business Application of Social Networking Sites | 第12-13页 |
| ·Research Objectives and the Structure of This Study | 第13-14页 |
| Chapter 2 Literature Review | 第14-40页 |
| ·Web 2.0 Technology and Applications | 第14-17页 |
| ·The Definition of Web 2.0 Technology | 第14-15页 |
| ·Applications of Web 2.0 Technology | 第15-16页 |
| ·Application of Web 2.0 Technology in Businesses | 第16-17页 |
| ·The Concept of Social Networking sites | 第17-22页 |
| ·The Development of Social Networking Sites | 第17-20页 |
| ·Reasons of Fast Growth of Social Networking Sites | 第20-21页 |
| ·Conceptual Relevance of Social Networking Sites | 第21-22页 |
| ·The Communication System of Social Networking Sites | 第22-29页 |
| ·Information Spread System of Facebook | 第23-27页 |
| ·Trust and Privacy Concern | 第27-29页 |
| ·The Application of Social Networking Sites in Marketing | 第29-39页 |
| ·Business Models Based on Web 2.0 Technology | 第29-30页 |
| ·Networking Marketing | 第30-32页 |
| ·Marketing Potential of Social Networking Sites | 第32-33页 |
| ·Marketing Strategy on Social Networking Sites | 第33-35页 |
| ·Word-of-Mouth Marketing | 第35-39页 |
| ·The Conceptual Framework of This Study | 第39-40页 |
| Chapter 3 Methodology | 第40-51页 |
| ·Research Approach | 第40-42页 |
| ·Deductive Approach and Inductive Approach | 第40-41页 |
| ·Exploratory Study, Descriptive Study and Explanatory Study | 第41页 |
| ·Quantitative Research and Qualitative Research | 第41-42页 |
| ·Research Hypotheses | 第42-43页 |
| ·Research Design | 第43-47页 |
| ·Research Method | 第43-44页 |
| ·Research Instrument | 第44-45页 |
| ·Pilot Test | 第45-46页 |
| ·Target Population | 第46页 |
| ·Sampling Techniques | 第46-47页 |
| ·Validity and Reliability of Research | 第47-49页 |
| ·Validity | 第47-48页 |
| ·Reliability | 第48-49页 |
| ·Methods of Data Analysis | 第49-50页 |
| ·Conclusion | 第50-51页 |
| Chapter 4 Analysis of Findings | 第51-84页 |
| ·Descriptive Analysis | 第51-68页 |
| ·Demographic Profile | 第52-55页 |
| ·Edueation Background | 第55-57页 |
| ·Soeial Networking Sites | 第57-64页 |
| ·APPlication in Marketing | 第64-67页 |
| ·Pereeived Feelings of Social Networking Sites | 第67-68页 |
| ·Testing Hypotheses | 第68-77页 |
| ·Gender Difference in Consumers' Purchase Intention | 第69页 |
| ·One-Way ANOVA Test Results | 第69-70页 |
| ·Tests of Normality | 第70-71页 |
| ·Correlate (Bivariate) Analysis | 第71-77页 |
| ·Summary of Hypotheses Testing | 第77-78页 |
| ·Discussion of Findings | 第78-84页 |
| ·Information Spreading on Social Networking Sites | 第78-79页 |
| ·Marketing Application on Social Networking Sites | 第79-84页 |
| Chapter 5 Summary | 第84-88页 |
| ·Conclusion | 第84-85页 |
| ·Limitations of This Study | 第85-86页 |
| ·Recommendations for Further Study | 第86-88页 |
| APPENDIX | 第88-92页 |
| BIBLIOGRAPHY | 第92-100页 |
| ACKNOWLEDGEMENT | 第100-101页 |
