| Abstract | 第7页 |
| 摘要 | 第8-9页 |
| 1 Introduction(Motivations and objectives) | 第9-10页 |
| 2 Literature review and research questions | 第10-20页 |
| 2.1 Business intelligence and recommendation system | 第10-14页 |
| 2.2 Recommendation System And Personal Preference Formation | 第14-15页 |
| 2.3 Consumers' psychology and behavior in online shopping | 第15-17页 |
| 2.4 Culture influence and recommendation system | 第17-18页 |
| 2.5 Consumers' attitude towards online shopping | 第18-19页 |
| 2.6 Customers Value | 第19-20页 |
| 3. Background of research | 第20-22页 |
| 4. Conceptual model | 第22-23页 |
| 5. Methodology | 第23-24页 |
| 5.1 Overview | 第23-24页 |
| 5.2 Sampling And Measurement | 第24页 |
| 6 Results and discussion | 第24-48页 |
| 6.1 Basic information analysis of respondents | 第25-31页 |
| 6.1.1. Gender | 第25页 |
| 6.1.2. Age Distribution | 第25-26页 |
| 6.1.3. Purchasing Category Analysis | 第26-27页 |
| 6.1.4. Consumption Levels | 第27页 |
| 6.1.5. Income Level | 第27-28页 |
| 6.1.6. Store Choosing Intention | 第28-29页 |
| 6.1.7. Gender Cross Tabulation Analysis In Purchasing Product Category | 第29-30页 |
| 6.1.8. ANOVA Analysis Of Consumption And Age | 第30-31页 |
| 6.2 Pu rchasing Intention Analyses | 第31-46页 |
| 6.2.1. Reliability and Validity Analysis | 第31-36页 |
| 6.2.2. The Impact Of Sales Volume On Consumers' Purchasing Intention | 第36-39页 |
| 6.2.3. The Impact Of Reliability Of Sellers Toward Purchasing Intention | 第39-42页 |
| 6.2.4. The Impact Of Product Description Information On Purchasing Intention | 第42-45页 |
| 6.2.5. The Impact Of Price On Purchasing Intention | 第45-46页 |
| 6.3 Impact Extent Analysis | 第46-48页 |
| 7. Conclusion Remarks And Managerial Implications | 第48-52页 |
| 7.1 Is there any relation between IB marketing and consumers' purchasing behaviors, and what kind of impact it will have on consumers' value? How to deliver the value to online consumers? | 第48-50页 |
| 7.2 What are the critical success factors of IB, and is there any shortcomings that would damage consumers' benefits? | 第50-51页 |
| 7.3 Management implications | 第51-52页 |
| References | 第52-54页 |
| Appendix | 第54-57页 |
| Acknowledgement | 第57-59页 |
