| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| INTRODUCTION | 第10-20页 |
| 1. BACKGROUND | 第10-11页 |
| 2. RESEARCH PURPOSE | 第11-12页 |
| 3. RESEARCH QUESTIONS | 第12-13页 |
| 4. RESEARCH CONTRIBUTION | 第13-15页 |
| 5. METHODOLOGY | 第15-20页 |
| 5.1 DATA COLLECTION | 第15-19页 |
| 5.1.1 Primary data | 第15-19页 |
| 5.1.2 Secondary data | 第19页 |
| 5.2 SAMPLING | 第19页 |
| 5.3 DATA ANALYSIS | 第19-20页 |
| CHAPTER ONE GLOBAL AND CHINESE LUXURY CONSUMPTION | 第20-38页 |
| 1.1 THE DEFINITION OF LUXURY | 第20-23页 |
| 1.2 CHARACTERISTICS OF LUXURY | 第23-26页 |
| 1.2.1 Excellent quality | 第24页 |
| 1.2.2 Very high priced | 第24页 |
| 1.2.3 Scarcity and uniqueness | 第24-25页 |
| 1.2.4 Aesthetic and emotional content | 第25页 |
| 1.2.5 Inessential and superfluous | 第25-26页 |
| 1.3 OVERVIEW OF GLOBAL AND CHINESE LUXURY CONSUMPTION | 第26-28页 |
| 1.3.1 Global luxury consumption | 第26-27页 |
| 1.3.2 Chinese luxury consumption | 第27-28页 |
| 1.4 CHINESE SPECIFIC MOTIVATION | 第28-35页 |
| 1.4.1 Conspicuous consumption in Chinese cultural context | 第29-35页 |
| 1.5 THE LUXURY CONSUMERS IN CHINA | 第35-38页 |
| 1.5.1 The traditional business elite | 第35-36页 |
| 1.5.2 The new luxury shopper | 第36页 |
| 1.5.3 Empowered women | 第36-37页 |
| 1.5.4 Little emperors | 第37-38页 |
| CHAPTER TWO THE ANAL YSIS OF CHINESE LUXURY CONSUMERS' BEHAVIORS | 第38-62页 |
| 2.1 PRIMARY DATA | 第38-42页 |
| 2.2 THE IMPLICATIONS OF CHINESE LUXURY CONSUMERS' BEHAVIORS:PURCHASING MOTIVATION AND ATTITUDES TOWARDS LUXURY PRODUCTS | 第42-48页 |
| 2.2.1 Perceived quality | 第42-43页 |
| 2.2.2 Uniqueness motivation | 第43-44页 |
| 2.2.3 Hedonic motivation | 第44-46页 |
| 2.2.4 Cultural development | 第46页 |
| 2.2.5 Functionality motivation | 第46-48页 |
| 2.3 FURTHER DISCUSSION | 第48-59页 |
| 2.3.1 The transition from conspicuous to conscious to conscious consumption | 第48-51页 |
| 2.3.2 Individualism vs.Collectivism | 第51-56页 |
| 2.3.3 Materialism | 第56-59页 |
| 2.4 CHAPTER SUMMARY | 第59-62页 |
| CHAPTER THREE THE IN-DEPTH IMPLICATIONS OF CHINESE WHITE-COLLAR WORKERSTHROUGH LUXURY CONSUMPTION:VALUE SYSTEM IN CONTEMPORARYCHINA | 第62-87页 |
| 3.1 PRIMARY DATA | 第62-64页 |
| 3.2 CONCEPT OF VALUE | 第64页 |
| 3.3 CHINESE TRADITIONAL CULTURAL VALUES | 第64-65页 |
| 3.4 THE IN-DEPTH IMPLICATIONS OF CHINESE WHITE-COLLAR WORKERS THROUGH LUXURYCONSUMPTION:VALUE SYSTEM IN CONTEMPORARY CHINA | 第65-80页 |
| 3.4.1 The prevalence of traditional cultural values | 第66-73页 |
| 3.4.2 The emerging of new values in today's China | 第73-80页 |
| 3.5 FURTHER DISCUSSION | 第80-84页 |
| 3.5.1 Value system in contemporary China | 第80-82页 |
| 3.5.2 The relationship between Chinese values and luxury consumption | 第82-84页 |
| 3.6 CHAPTER SUMMARY | 第84-87页 |
| CONCLUSION | 第87-97页 |
| 1. REVISITING THE RESEARCH QUESTIONS | 第87-88页 |
| 2. SUMMARY OF THE MAJOR FINDINGS | 第88-94页 |
| 2.1 Chinese white-collar workers' luxury consumption motivation:Collectivism, Individualism or Materialism? | 第88-92页 |
| 2.2 Chinese cultural values and luxury consumption and the current value system among Chinese white-collar workers | 第92-94页 |
| 3. IMPLICATIONS OF THE FINDINGS | 第94-95页 |
| 4. LIMITATIONS AND SUGGESTIONS FOR FURTHER RESEARCH | 第95页 |
| 5. REFLECTIONS ON THE THESIS | 第95-97页 |
| BIBLIOGRAPHY | 第97-101页 |
| ACKNOWLEDGEMENTS | 第101-102页 |
| APPENDIX A:QUESTIONNAIRE(ENGLISH VERSION) | 第102-108页 |
| APPENDIX B:QUESTIONNAIRE(CHINESE VERSION)USED IN ONLINESURVEY | 第108-113页 |
| APPENDIX C:FULL RESULT FROM SPSS | 第113-136页 |
| Appendix D: Survey result developed in graph by Microsoft Excel 2007 | 第136-153页 |
