| 中文摘要 | 第25-29页 |
| ABSTRACT | 第29-34页 |
| CHAPTER 1 INTRODUCTION | 第43-77页 |
| 1.1 BACKGROUND OF THE GROWTH OF GLOBAL CROSS- BORDERE- COMMERCE | 第43-46页 |
| 1.2 OVERALL OF E-COMMERCE AND THE TREND AND DEVELOPMENT OF CROSS BORDERE-COMMERCE BETWEEN CHINA AND SOUTHEAST ASIA | 第46-65页 |
| 1.2.1 Features of E-commerce | 第46-47页 |
| 1.2.2 Difference between Traditional E-commerce and Cross Border E-commerce | 第47-49页 |
| 1.2.3 Background and Trend of Development of E-commerce in China | 第49-50页 |
| 1.2.4 Background and Trend of Development of E-commerce in Southeast Asia | 第50-57页 |
| 1.2.5 Background and Trend of Development of E-commerce in Thailand | 第57-60页 |
| 1.2.6 Trend of Development of Cross Border E-commerce between Thailand and China | 第60-65页 |
| 1.3 THE IMPACTS OF CROSS-BORDER E-COMMERCE | 第65-67页 |
| 1.3.1 The impacts of cross-border e-commerce on markets and retailers | 第65-66页 |
| 1.3.2 The impacts of cross-border e-commerce on supply chain management | 第66页 |
| 1.3.3 The impacts of cross-border e-commerce on social and economy | 第66-67页 |
| 1.4 RESEARCH QUESTION AND SIGNIFICANCE OF THE SUBJECT | 第67-68页 |
| 1.4.1 Research Questions | 第67-68页 |
| 1.4.2 Significance of the object | 第68页 |
| 1.5 RESEARCH CONTENTS AND METHOD | 第68-70页 |
| 1.5.1 Research contents | 第68页 |
| 1.5.2 Research Method | 第68-70页 |
| 1.6 RESEARCH ROAD MAP | 第70-71页 |
| 1.7 RESEARCH INNOVATION | 第71-77页 |
| CHAPTER 2: LITERATURE REVIEW | 第77-135页 |
| 2.1 DEFINITIONS | 第78-91页 |
| 2.1.1 Consumer Need | 第79页 |
| 2.1.2 Black box model | 第79-80页 |
| 2.1.3 Influences effecting on the Consumer Buying Decision Behavior | 第80-88页 |
| 2.1.4 The Process of Buying Decision Behavior | 第88-90页 |
| 2.1.5 Types of Consumer Buying Behavior | 第90-91页 |
| 2.2 THEORY OF CONSUMER BEHAVIOR | 第91-112页 |
| 2.2.1 Consumer Decision making theories | 第95页 |
| 2.2.2 Motivation Theories | 第95-98页 |
| 2.2.3 Behavioral Learning Theory | 第98-100页 |
| 2.2.4 Diffusion of Innovation Theory | 第100-101页 |
| 2.2.5 The Psychology of marketing | 第101-102页 |
| 2.2.6 Cultural Difference and Values System | 第102-105页 |
| 2.2.7 Sociological Theory of Consumer Behavior | 第105页 |
| 2.2.8Human Action System | 第105-106页 |
| 2.2.9 A Sociological Typology of consumer behavior | 第106-107页 |
| 2.2.10 A Structural Classification of Consumer Behavior Forms | 第107页 |
| 2.2.11 Culture Identity and Consumer culture | 第107页 |
| 2.2.12 Experience Consumption | 第107-108页 |
| 2.2.13 Perception of Consumer values, Product benefits and others | 第108-109页 |
| 2.2.14 Country of Origin Effects on Foreign Product Image Perception | 第109-110页 |
| 2.2.15 Gender differences in online shopping behavior | 第110-111页 |
| 2.2.16 Brand awareness | 第111-112页 |
| 2.3 PREVIOUS STUDIES AND RELEVANT LITERATURES | 第112-135页 |
| CHAPTER 3: THEORETICAL ANALYSIS, CONCEPTUAL MODELAND RESEARCH HYPOTHESIS DRIVING FACTORS | 第135-147页 |
| 3.1 THEORETICAL ANALYSIS AND RESEARCH HYPOTHESIS DRIVING FACTORS | 第135-145页 |
| 3.1.1 The influence of demographic factors on consumer’s purchasing behavior | 第135-136页 |
| 3.1.2 Factors influencing consumer’s satisfaction | 第136-137页 |
| 3.1.3 Recognition of different cultural factors on consumer’s satisfaction, willingness to buyand purchasing behavior | 第137-141页 |
| 3.1.4 The influence of brand awareness factor on consumer’s purchasing behavior | 第141-143页 |
| 3.1.5 Factors affecting consumer’s willingness to buy product again | 第143-144页 |
| 3.1.6 The influence of brand loyalty towards consumer’s purchasing behavior | 第144-145页 |
| 3.2 CONCEPTUAL MODEL | 第145-147页 |
| Chapter 4 The Structural Analysis and Relationship between Factors influencing Chinese Consumer's Willingness to buy again and Purchase Behavior on Thai Product | 第147-185页 |
| 4.1 RECOGNITION ON DIFFERENT CULTURAL FACTORS OF THAI CULTURE | 第147-161页 |
| 4.1.1 Uniqueness of Thai Culture | 第147-150页 |
| 4.1.2 Cultural experience consumption of Thai culture | 第150-152页 |
| 4.1.3 Thai Culture value on Thai product | 第152-158页 |
| 4.1.4 Measure Results of Recognition on different cultural factors of Thai Culture | 第158-160页 |
| 4.1.5 Proposed Model of Recognition on different cultural factors of Thai Culture andpurchasing satisfaction of Thai product Relationship | 第160-161页 |
| 4.2 BRAND AWARENESS OF THAI PRODUCT | 第161-171页 |
| 4.2.1 Top Ten Thai Brand | 第163-164页 |
| 4.2.2 Case Study of Successful Thai Brand in China | 第164-165页 |
| 4.2.3 Channels of Brand Awareness | 第165-166页 |
| 4.2.4 Decision process of new product | 第166-167页 |
| 4.2.5 Measure Results of Brand awareness of Thai products | 第167-168页 |
| 4.2.6 Proposed Model of Recognition on different cultural factors of Thai Culture and brandawareness of Thai product Relationship | 第168-171页 |
| 4.3 PURCHASING SATISFACTION | 第171-173页 |
| 4.3.1 Marketing mix | 第171-172页 |
| 4.3.2 Security and Trust | 第172页 |
| 4.3.3 Service | 第172-173页 |
| 4.4 PERSONAL FACTOR | 第173-177页 |
| 4.4.1 Proposed Model of the Influence of Gender on Factors Affecting Willingness to buy againand Purchasing Behavior on Thai products | 第174-177页 |
| 4.5 OTHER INFLUENCE FACTORS | 第177-185页 |
| 4.5.1 Travel experience | 第177-179页 |
| 4.5.2 Social factors | 第179-180页 |
| 4.5.3 RMB appreciate and China GDP Growth | 第180-182页 |
| 4.5.4 Consumer personality | 第182-185页 |
| CHAPTER 5 DATA DESIGN AND RESULT ANALYSIS | 第185-249页 |
| 5.1 COLLECTION OF SAMPLE AND DATA | 第185-188页 |
| 5.1.1 Population sample selection | 第185页 |
| 5.1.2 Collection of Survey Data | 第185-186页 |
| 5.1.3 Design of Questionnaire and Scale | 第186-188页 |
| 5.2 RESEARCH RESULT ANALYSIS | 第188-226页 |
| 5.2.1 Demographic Variables Analysis | 第188-203页 |
| 5.2.2 Description statistics and scale measurement analysis | 第203-226页 |
| 5.2.3 Measure Validation | 第226页 |
| 5.3 PERCEIVED VALUE AND THE EXPECTED VALUE TEST: H2 | 第226-231页 |
| 5.4 STRUCTURAL EQUATION MODELING TEST | 第231-249页 |
| 5.4.1 Factor Analysis | 第232-234页 |
| 5.4.2 Exogenous and Endogenous latent variables and observed variables | 第234-235页 |
| 5.4.3 Hypothesis Testing | 第235-243页 |
| 5.4.4 Multi Group Analysis between male and female: H1 | 第243-248页 |
| 5.4.5 Brief Summary of Hypothesis Test | 第248-249页 |
| CHAPTER 6 DISCUSSION AND CONCLUSION | 第249-259页 |
| 6.1 DISCUSSION | 第249-254页 |
| 6.1.1 Discussion of the findings | 第249-251页 |
| 6.1.2 Implication | 第251-253页 |
| 6.1.3 The analysis of target group of Thai product market | 第253页 |
| 6.1.4 Recommendation | 第253-254页 |
| 6.2 CONCLUSION | 第254-257页 |
| 6.3 LIMITATION | 第257-258页 |
| 6.4 FUTURE RESEARCH | 第258-259页 |
| ACKNOWLEDGEMENTS | 第259-261页 |
| REFERENCE | 第261-279页 |
| APPENDIX | 第279-301页 |
