| Acknowledgements | 第5-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-8页 |
| Chapter One: Introduction | 第15-19页 |
| 1.1 Research Background | 第15-16页 |
| 1.2 Purpose and Significance of the Research | 第16-17页 |
| 1.2.1 Purpose of the Research | 第16页 |
| 1.2.2 Significance of the Research | 第16-17页 |
| 1.3 Organization of the Thesis | 第17-19页 |
| Chapter Two: Literature Review | 第19-33页 |
| 2.1 Mate Selection: An Overview | 第19-22页 |
| 2.1.1 Criteria of Mate Selection | 第19-20页 |
| 2.1.2 Ways of Mate Selection | 第20-22页 |
| 2.2 Dating Ads and Online Dating Ads | 第22-23页 |
| 2.3 Previous Studies on Mate Selection | 第23-33页 |
| 2.3.1 Previous Studies on Mate Selection Abroad | 第23-28页 |
| 2.3.2 Previous Studies on Mate Selection at Home | 第28-31页 |
| 2.3.3 Limitations of Previous Studies | 第31-33页 |
| Chapter Three: Theoretical Framework | 第33-44页 |
| 3.1 Social Exchange Theory (SET) | 第33-36页 |
| 3.1.1 Social Exchange Theory:An Overview | 第33-34页 |
| 3.1.2 Main Contents of SET | 第34-35页 |
| 3.1.3 Mate Selection: A Social Exchange | 第35-36页 |
| 3.2 Hofstede's Value Dimensions | 第36-41页 |
| 3.2.1 Individualism versus Collectivism | 第37-38页 |
| 3.2.2 Power Distance | 第38-39页 |
| 3.2.3 Uncertainty Avoidance | 第39-40页 |
| 3.2.4 Masculinity versus Femininity Dimension | 第40-41页 |
| 3.3 An Overview of Cultural Values | 第41-44页 |
| 3.3.1 Values and Cultural Values | 第41-42页 |
| 3.3.2 Traditional Chinese Values | 第42-43页 |
| 3.3.3 Dominant American Values | 第43-44页 |
| Chapter Four: Methodology | 第44-47页 |
| 4.1 Research Question | 第44页 |
| 4.2 Data Collection | 第44-45页 |
| 4.3 Methods and Procedures | 第45-47页 |
| Chapter Five: Findings | 第47-80页 |
| 5.1 Analysis of Chinese Online Dating Ads | 第47-59页 |
| 5.1.1 Self-introduction of the Advertiser | 第47-52页 |
| 5.1.2 Requirements for the Ideal Mate | 第52-59页 |
| 5.2 Analysis of American Online Dating Ads | 第59-73页 |
| 5.2.1 Self-introduction of the Advertiser | 第60-64页 |
| 5.2.2 Requirements for the Ideal Mate | 第64-73页 |
| 5.3 Comparison of Chinese and American Online Dating Ads | 第73-80页 |
| 5.3.1 Self-introduction of the Advertiser | 第73-76页 |
| 5.3.2 Requirements for the Ideal Mate | 第76-80页 |
| Chapter Six Discussion | 第80-88页 |
| 6.1 Gender Differences Manifested in Online Dating Ads | 第80-82页 |
| 6.2 Cultural Dfferences Manifested in Online Dating Ads | 第82-88页 |
| 6.2.1 Chinese Collectivism vs. American Individualism | 第83页 |
| 6.2.2 Large Power Distance vs. Small Power Distance | 第83-84页 |
| 6.2.3 Stronger Uncertainty Avoidance vs. Weaker Uncertainty Avoidance | 第84-85页 |
| 6.2.4 A More Male-dominated Society vs. A More Equal Society | 第85页 |
| 6.2.5 Reasons of Cutural Differences | 第85-88页 |
| Chapter Seven: Conclusion | 第88-90页 |
| 7.1 Major Findings of the Study | 第88-89页 |
| 7.2 Limitations and Suggestions for Further Research | 第89-90页 |
| References | 第90-94页 |
