| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-14页 |
| CHAPTER ONE INTRODUCTION | 第14-20页 |
| 1.1 Research Background | 第14-15页 |
| 1.2 Rationale of the Present Study | 第15-17页 |
| 1.3 Significance of the Study | 第17-18页 |
| 1.4 Research Questions | 第18页 |
| 1.5 Organisation of the Thesis | 第18-20页 |
| CHAPTER TWO LITERATURE REVIEW | 第20-29页 |
| 2.1 Previous Studies on Online Customer Experience | 第20-24页 |
| 2.1.1 Previous Studies on Online Customer Experience Abroad | 第20-23页 |
| 2.1.2 Previous Studies on Online Customer Experience at Home | 第23-24页 |
| 2.2 Previous Studies on Cultural Research on Marketing | 第24-27页 |
| 2.2.1 Previous Studies of Cultural Research on Marketing Abroad | 第24-26页 |
| 2.2.2 Previous Studies on Cross-cultural Research on Marketing at Home ..13 | 第26-27页 |
| 2.3 Comments on the Present Studies | 第27-29页 |
| CHAPTER THREE THERETICAL FRAMEWORK | 第29-46页 |
| 3.1 Schmitt’s Experiential Marketing Framework | 第29-30页 |
| 3.2 Gentile et al’s Six Primary Experiential Components | 第30-31页 |
| 3.3 Flow Concepts | 第31-34页 |
| 3.4 Online Consumer Behaviour | 第34-35页 |
| 3.5 Cultural Theories | 第35-41页 |
| 3.5.1 Hofstede’s Cultural Dimensions | 第35-39页 |
| 3.5.2 Consumer Culture Theory | 第39-41页 |
| 3.6 Theoretical Framework of the Present Study | 第41-46页 |
| CHAPTER FOUR METHODOLOGICAL FRAMEWORK | 第46-56页 |
| 4.1 Research Philosophy | 第46-47页 |
| 4.2 Research Approach | 第47-48页 |
| 4.3 Research Method and Strategy | 第48-49页 |
| 4.4 Sample Design | 第49-50页 |
| 4.5 Data Collection Method | 第50-53页 |
| 4.6 Data Analysis Method | 第53-56页 |
| 4.6.1 Reliability Test | 第53-54页 |
| 4.6.2 T-test | 第54页 |
| 4.6.3 Multiple Regression Analysis | 第54-56页 |
| CHAPTER FIVE SURVEY REASULTS | 第56-64页 |
| 5.1 Respondents’ Profile and General Summary of Survey Results | 第56-58页 |
| 5.1.1 Respondents’ Profile | 第56-57页 |
| 5.1.2 General summary of the Survey Result | 第57-58页 |
| 5.2 Reliability Test Result | 第58-59页 |
| 5.3 T-test Result | 第59-60页 |
| 5.4 Multiple Regression Analysis Result | 第60-64页 |
| 5.4.1 Multicollinearity Checking | 第60-61页 |
| 5.4.2 British Multiple Regression Analysis Result | 第61-62页 |
| 5.4.3 Chinese Multiple Regression Analysis Result | 第62-64页 |
| CHAPTER SIX ANALYSIS AND DISCUSSION | 第64-78页 |
| 6.1 Brief Conclusion of Research Results | 第64-65页 |
| 6.2 Analysis of Shared Online Customer Experience Dimension --- Cognitive | 第65-70页 |
| 6.2.1 Cultural Analysis and Discussion of the Telepresence, Transformation of Time Antecedents | 第66-69页 |
| 6.2.2 Cultural Analysis and Discussion of the Challenge and ArousalAntecedent | 第69-70页 |
| 6.3 Analysis of the Distinctive Customer Experience Dimension of British – Lifestyle | 第70-72页 |
| 6.4 Analysis of the Distinctive Online Customer Experience Dimensions of Chinese – Emotional and Pragmatic | 第72-76页 |
| 6.4.1 Analysis of Chinese Emotional Dimension | 第72-73页 |
| 6.4.2 Analysis of Chinese Pragmatic Dimension | 第73-76页 |
| 6.5 Summary | 第76-78页 |
| CHAPTER SEVEN RECOMMENDATIONS AND CONCLUSION | 第78-87页 |
| 7.1 Recommendations for British and Chinese E-marketers and Web-designers.65 | 第78-83页 |
| 7.1.1 Recommendations for British Marketers and Web Designers | 第78-80页 |
| 7.1.2 Recommendations for Chinese Marketers and Web-designers | 第80-83页 |
| 7.2 Theoretical Contributions | 第83-84页 |
| 7.3 Limitation and Opportunities for Further Research | 第84-87页 |
| REFERENCES | 第87-103页 |
| Appendix A Questionnaire Design | 第103-108页 |
| Appendix B Full Copy of Survey Data | 第108-118页 |
| Appendix C Eight factors of Cronbach’s alpha value | 第118-121页 |
| 在校期间发表论文清单 | 第121页 |
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