Tjia Sau-wah, Susana. / Includes Chinese questionaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 81-83). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF EXHIBITS --- p.vi / ACKNOWLEDGMENTS --- p.vii / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Organization of the Study --- p.1 / Chapter 1.2 --- China's Economic Development --- p.2 / Chapter 1.2.1 --- China's Industries --- p.2 / Chapter 1.2.2 --- Effect of the Economic Development --- p.3 / Chapter l .3 --- Fast Food Industry In China --- p.5 / Chapter 1.4 --- Environmental Factors Contributing to the Growth of Fast Food Chains in China --- p.6 / Chapter 1.4.1 --- High Consumption Power --- p.6 / Chapter 1.4.2 --- High Population Growth Rate --- p.6 / Chapter 1.4.3 --- Changing Consumer Taste --- p.8 / Chapter 1.4.4. --- Social Changes --- p.8 / Chapter 1.4.5 --- Keen Competition within the Hong Kong Fast Food Market --- p.9 / Chapter 1.5 --- Investment in China --- p.10 / Chapter 1.5.1 --- Overview of China Foreign Investment --- p.10 / Chapter 1.5.2 --- Doing Business in China --- p.11 / Chapter 1.5.3 --- The Regional Policy of China --- p.13 / Chapter 1.5.4 --- China's Tertiary Industry --- p.15 / Chapter 1.5.5 --- China's Investment Prospects --- p.17 / Chapter II. --- RESEARCH FRAMEWORK AND OBJECTIVES --- p.18 / Chapter 2.1 --- Research Interest --- p.18 / Chapter 2.1.1 --- Why Study Fast Food in China --- p.18 / Chapter 2.1.2 --- Why Shenzhen? --- p.19 / Chapter 2.2 --- Purpose of the Study --- p.21 / Chapter III. --- LITERATURE REVIEW --- p.23 / Chapter 3.1 --- Highlights of Consumer Behavioral Studies --- p.23 / Chapter 3.2 --- Consumer Behavior --- p.24 / Chapter 3.2.1 --- Individual Differences --- p.24 / Chapter 3.2.2 --- Environmental Forces --- p.24 / Chapter 3.2.3 --- Psychological Processes --- p.25 / Chapter 3.3 --- Consumer Decision Making Process --- p.25 / Chapter 3.3.1 --- Problem Recognition --- p.25 / Chapter 3.3.2 --- Information Search --- p.27 / Chapter 3.3.3 --- Alternative Evaluation and Decision --- p.28 / Chapter 3.3.4 --- Post-Purchase Assessment --- p.28 / Chapter 3.4 --- Consumer Behavior's Role in the Design of the Marketing Strategy --- p.29 / Chapter 3.4.1 --- Market Segmentation --- p.30 / Chapter 3.4.2 --- Product --- p.30 / Chapter 3.4.3 --- Pricing --- p.31 / Chapter 3.4.4 --- Promotion --- p.31 / Chapter 3.4.5 --- Distribution --- p.31 / Chapter 3.4.6 --- Conclusion --- p.32 / Chapter 3.5 --- Personal Influences --- p.32 / Chapter 3.5.1 --- The Concept of Group --- p.32 / Chapter 3.5.2 --- Primary and Secondary Reference Groups --- p.33 / Chapter 3.5.3 --- Group Influences --- p.34 / Chapter 3.5.4 --- Word-of-Mouth Influence --- p.35 / Chapter 3.5.5 --- Implications of Personal Influence --- p.35 / Chapter 3.6 --- Fast Food Operations --- p.36 / Chapter 3.6.1 --- Origin of Fast Food --- p.36 / Chapter 3.6.2 --- Considerations in Doing Fast Food Business --- p.36 / Chapter 3.6.3 --- The Definition of Fast Food --- p.37 / Chapter IV. --- METHODOLOGY --- p.38 / Chapter 4.1 --- Before Starting the Secondary Data Search --- p.38 / Chapter 4.1.1 --- Secondary Data Search --- p.38 / Chapter 4.2 --- Primary Data Collection --- p.40 / Chapter 4.2.1 --- Field Observation --- p.40 / Chapter 4.2.2. --- Personal Interviews --- p.41 / Chapter 4.2.3 --- Questionnaire --- p.42 / Chapter 4.2.4 --- Sampling --- p.43 / Chapter 4.2.5 --- Method of Administration --- p.45 / Chapter 4.2.6 --- Data Analysis --- p.45 / Chapter 4.2.7 --- Data Presentation --- p.46 / Chapter V. --- FINDINGS AND ANALYSIS --- p.47 / Chapter 5.1 --- General Purchase and Consumption Patterns --- p.47 / Chapter 5.1.1 --- Definition of Fast Food --- p.47 / Chapter 5.1.2 --- Brand awareness --- p.48 / Chapter 5.1.3 --- Type of Fast Food Available --- p.48 / Chapter 5.1.4 --- Frequency of Visits --- p.49 / Chapter 5.1.5 --- Time of Consumption and Purchase --- p.49 / Chapter 5.1.6 --- Consumer Expenditure on Fast Food --- p.50 / Chapter 5.1.7 --- The Advertising Strategy --- p.51 / Chapter 5.1.8 --- Channels of Communication --- p.51 / Chapter 5.1.9 --- Ideal Location for Fast Food Shops --- p.52 / Chapter 5.1.10 --- Companions in Visiting Fast Food Shops --- p.53 / Chapter 5.2 --- Cross-Tabulation Analysis --- p.54 / Chapter 5.2.1 --- Style of Food Choice --- p.54 / Chapter 5.2.2 --- Frequency of Visits --- p.57 / Chapter 5.2.3 --- Expenditures on Fast Food --- p.60 / Chapter 5.2.4 --- Influence on Visits --- p.61 / Chapter 5.3 --- Marketing Mix Influencing Buying Decisions --- p.62 / Chapter 5.3.1 --- Motivating Factors Influencing Buying Decisions --- p.62 / Chapter 5.3.2 --- Impact of Promotional Activities --- p.63 / Chapter 5.3.3 --- Impact of Location Aspects --- p.64 / Chapter 5.3.4 --- Impact of Product Attributes --- p.65 / Chapter 5.3.5 --- Impact of Service Quality --- p.66 / Chapter VI. --- RECOMMENDATIONS --- p.67 / Chapter 6.1 --- Target Markets for Fast Food --- p.67 / Chapter 6.2 --- Marketing Mix for Fast Food Operators --- p.68 / Chapter 6.3 --- The Recommended Marketing Mix --- p.69 / Chapter 6.3.1 --- Product Strategy --- p.69 / Chapter 6.3.2 --- Pricing Strategy --- p.71 / Chapter 6.3.3 --- Place (Location) Strategy --- p.72 / Chapter 6.3.4 --- Promotional Strategy --- p.74 / Chapter 6.4 --- Concluding Comments --- p.76 / Chapter VII. --- LIMITATIONS OF THE STUDY AND SUGGESTIONS FOR FURTHER STUDY --- p.78 / Chapter 7.1 --- Heterogeneous Population in China --- p.78 / Chapter 7.2 --- Time and Resource Constraints --- p.78 / Chapter 7.3 --- Sampling Method --- p.79 / Chapter 7.4 --- Small Sample Size --- p.79 / Chapter 7.5 --- Seasonal Factor --- p.79 / Chapter 7.6 --- Response and Non-response Bias --- p.80 / Chapter 7.7 --- Reliability and Validity --- p.80 / BIBLIOGRAPHY --- p.81 / APPENDICES --- p.84

by Yip Wai-choi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 100. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vii / PREFACE --- p.viii / Chapter I. --- INTRODUCTION AND RESEARCH OBJECTIVES --- p.1 / Chapter II. --- THE COGNAC MARKET IN HONG KONG / The Product --- p.4 / The Market --- p.6 / The Packaging --- p.7 / The Advertising --- p.7 / Summary --- p.10 / Chapter III. --- METHODOLOGY / Research technique --- p.11 / The interviewer --- p.12 / The sample --- p.12 / Measures taken before/during interview --- p.15 / The interview guide --- p.16 / Chapter IV. --- DATA AND FINDINGS / Drinking and purchasing behavious --- p.18 / Brand perception and image --- p.31 / Attitude towards dark frosted and clear bottles --- p.53 / Attitude towards advertising --- p.56 / Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS / Summary --- p.69 / Conclusions --- p.78 / Implications --- p.80 / Chapter APPENDIX 1 --- Qualitative Research of Cognac Market Interview Guide --- p.83 / Chapter APPENDIX 2 --- Bisquit Prestige --- p.87 / Chapter APPENDIX 3 --- Courbet X.O --- p.88 / Chapter APPENDIX 4 --- Courvoisier VSOP --- p.89 / Chapter APPENDIX 5 --- F.O.V --- p.90 / Chapter APPENDIX 6 --- Hennessy VSOP --- p.91 / Chapter APPENDIX 7 --- Martell VSOP --- p.92 / Chapter APPENDIX 8 --- Remy Martin VSOP --- p.93 / Chapter APPENDIX 9 --- Club de Remy --- p.94 / Chapter APPENDIX 10 --- Courvoisier X.O --- p.95 / Chapter APPENDIX 11 --- Hennessy X.O --- p.96 / Chapter APPENDIX 12 --- Martell Cordon Bleu --- p.97 / Chapter APPENDIX 13 --- Martell X.O --- p.98 / Chapter APPENDIX 14 --- Remy Martin X.O --- p.99 / BIBLIOGRAPHY --- p.100

謝佼杏. / "2003年12月". / 論文(哲學碩士)--香港中文大學, 2003. / 參考文獻 (leaves 96-100). / 附中英文摘要. / "2003 nian 12 yue". / Xie Jiaoxing. / Lun wen (zhe xue shuo shi)--Xianggang Zhong wen da xue, 2003. / Can kao wen xian (leaves 96-100). / Fu Zhong Ying wen zhai yao. / Chapter ´ؤ. --- 導論 --- p.5頁 / Chapter 二. --- 消費社會的身份建構 --- p.11頁 / Chapter 三. --- 中國的現代生活方式與白領人士 --- p.33頁 / Chapter 四. --- 硏究背景與硏究問題 --- p.38頁 / Chapter 五. --- 分析部分 --- p.45頁 / Chapter 六. --- 結論 --- p.88頁 / 附錄1被訪者的基本資料 --- p.92頁 / 附錄2 ELLE的讀者基本情況 --- p.95頁 / 參考書目 --- p.96頁

by Li Kar-cheung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 78-79. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / PREFACE --- p.ix / Chapter I. --- INTRODUCTION --- p.1 / Company Background --- p.1 / The Office Equipment Market --- p.3 / Action Adopted --- p.5 / Objective of Study --- p.6 / Chapter II. --- RESEARCH METHODOLOGY --- p.8 / Customer Perception Survey --- p.8 / Data Collection Method --- p.8 / Focus Group Study --- p.9 / Questionnaire Design --- p.9 / Sample Design --- p.9 / Data Collection --- p.10 / Method of Analysis --- p.10 / Limitations of the Study --- p.11 / Personal Interview --- p.11 / Breakeven Analysis --- p.11 / Chapter III. --- SURVEY FINDINGS --- p.13 / Demographic Characteristics --- p.13 / Demand and Usage --- p.14 / Channel Preference --- p.15 / Key Considerations to Buy --- p.16 / Brand Name and Vendor Reputation --- p.17 / Shop Location --- p.18 / Shopping Habit --- p.19 / Price --- p.20 / Summary of Findings --- p.20 / Chapter IV. --- BREAKEVEN ANALYSIS --- p.22 / Personal Interview Findings --- p.22 / Determination of Breakeven Sales Revenue --- p.25 / Chapter V. --- RECOMMENDATIONS --- p.28 / Product --- p.28 / Brand --- p.30 / Location --- p.30 / Price --- p.30 / Advertising and Promotion --- p.31 / Chapter VI. --- CONCLUSION --- p.32 / APPENDIXES / Chapter Appendix 1 --- Organization Chart --- p.33 / Chapter Appendix 2 --- Focus Group Study --- p.34 / Chapter Appendix 3 --- Questionnaire --- p.37 / Chapter Appendix 4 --- Tables --- p.48 / BIBLIOGRAPHY --- p.78

by Chan Min, Simon, Wong Suet Ching, Magdalene. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 99-101). / TABLE OF CONTENTS --- p.iii-iv / LIST OF TABLES --- p.v / PREFACE --- p.vi / Chapter / Chapter I. --- INTRODUCTION / Characteristics of Modern Consumer Behaviour --- p.1 / Framework of the Project --- p.1 / Methodology --- p.2 / Moulding Consumer Behaviour --- p.3 / Chapter II. --- CONSUMER BEHAVIOUR AND MARKETING STRATEGY / Definition of Consumer Behaviour --- p.4 / The Basic Characteristics of Consumer Behaviour --- p.4 / Key 1 : Motivation --- p.5 / Key 2 : Consumer Behaviour Includes Many Activities --- p.6 / Key 3 : Consumer Behaviour is a Process --- p.7 / Key 4 : Consumer Behaviour Differs in Timing and Complexity --- p.7 / Key 5 : Consumer Behaviour Involves Different Roles --- p.8 / Key 6 : Consumer Behaviour is Influenced by External Factors --- p.9 / Key 7 : Consumer Behaviour Differs for Different People --- p.9 / The Institutional Consumer Behaviour --- p.10-11 / Similarities to Individual Consumer Buying / Differences from Individual Consumer Buying / Chapter III. --- MACROENVIRONMENT / The Importance of China Market --- p.12 / The Sociological Aspect of China Market --- p.13 / The Economic Aspect of China Consumer Market --- p.13-16 / Recent Political Development --- p.17-18 / Chapter IV. --- MICROENVIRONMENT / Zhuhai City --- p.19-23 / Zhuhai Department Store --- p.24 / Mission of Zhuhai Development Store --- p.24 / Marketing Approach --- p.24 / Strength of Zhuhai Department Store --- p.25 / An Analysis of its weaknesses --- p.26 / Threats of The Store --- p.26 / Opportunities for The Store --- p.27 / Chapter V. --- TRENDS OF CONSUMER BEHAVIOUR IN ZHUHAI CITY / Marketing Survey of Consumer Behaviour in Zhuhai City / Questionnaire Survey / Methodology --- p.28 / Analysis of Questionnaire Result --- p.29-35 / Interviews of Zhuhai Department Store / Methodology --- p.36 / Analysis of Interview Results --- p.37 / Zhuhai Department Store In Store Observation --- p.38-39.13 / Chapter VI. --- INTERVIEW WITH EXPERTISE OF HONG KONG ACADEMIC AND COMMERCIAL FIELD / Methodology --- p.40 / Analysis of Interview Results --- p.41 / Chapter VII. --- RECOMMENDED STRATEGIES / Market Segmentation --- p.42 / Market Penetration --- p.42 / Market Development --- p.43 / Pricing Strategy --- p.43 / Product Strategy --- p.43 / Advertising / Promotion Strategy --- p.43 / Building Up Corporate Image --- p.44 / Quality Management --- p.44 / Incentive for Sales --- p.44 / Education for Customer --- p.44 / APPENDIX --- p.45-98 / BIBLIOGRAPHY --- p.99-101

by Chan Lai Yee, Lily, Cheung Siu Cheong. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 93-94). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGMENT --- p.viii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- STOCK TRADING IN HONG KONG --- p.3 / Service Providers --- p.4 / Industry Development --- p.4 / Characteristics of Retail Investors in Hong Kong --- p.5 / Chapter III. --- INTERNET IN HONG KONG --- p.10 / Internet Penetration in Hong Kong --- p.10 / Profile of Cyberbuyers in Hong Kong --- p.10 / Chapter IV. --- ONLINE STOCK TRADING IN THE UNITED STATES --- p.12 / A Promising Trend --- p.12 / Opportunity is also Threat --- p.13 / Chapter V. --- ONLINE STOCK TRADING IN HONG KONG --- p.14 / Comparison with Conventional Stock Trading --- p.14 / Current Marketing Mix of Online Stock Trading Companies in Hong Kong --- p.17 / Profiles of Major Online Stock Trading Companies in Hong Kong --- p.24 / Chapter VI. --- METHODOLOGY --- p.30 / Perceptual Mapping --- p.30 / Survey Design --- p.37 / Sampling --- p.38 / Data Collection --- p.39 / Data Analysis --- p.39 / Chapter VII. --- FINDINGS AND INTERPRETATION --- p.44 / Demographics of Respondents --- p.44 / Determination of Dimensions of the Map --- p.45 / The Perceptual Map --- p.46 / Relationship between Intention and Overall Attitude --- p.47 / Chapter VIII. --- RECOMMENDATIONS --- p.49 / Quality of Web --- p.49 / Quality of Transaction --- p.53 / Other Recommendations --- p.54 / Chapter IX. --- LIMITATIONS OF RESEARCH --- p.56 / Potential Problems with Factor Analysis --- p.56 / Convenient Sampling --- p.56 / Sample Size --- p.57 / Respondents' Insufficient Knowledge --- p.57 / Companies Selection --- p.58 / Chapter X. --- CONCLUSION --- p.59 / APPENDIX I: PROFILE OF RETAIL INVESTORS --- p.61 / APPENDIX II: THE QUESTIONNAIRE --- p.63 / APPENDIX III: MAIN PAGES OF SELECTED ONLINE STOCK TRADING COMPANIES --- p.73 / APPENDIX IV: SPSS OUTPUT --- p.79 / APPENDIX V: DEMOGRAPHICS OF RESPONDENTS --- p.87 / APPENDIX VI: PERCEPTUAL MAP FOR MAJOR ONLINE STOCK TRADING COMPANIES IN HONG KONG --- p.91 / BIBLIOGRAPHY --- p.93

by Yeung Kwan Ho. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 70-77). / ABSTRACT --- p.ii. / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.0. --- Overview --- p.1 / Chapter 1.1. --- Background --- p.1 / Chapter 1.2. --- Research Objective --- p.2 / Chapter 1.3. --- The Conceptual Model --- p.3 / Chapter 1.4. --- The Research Design --- p.3 / Chapter 1.5. --- Significance of this study --- p.4 / Chapter 1.6. --- Our Thesis Outline --- p.4 / Chapter II. --- DEVELOPMENT OF INTERNET TRADING / Chapter 2.0. --- Overview --- p.6 / Chapter 2.1. --- Development of Internet in US --- p.6 / Chapter 2.1.1. --- Internet in US --- p.6 / Chapter 2.1.2. --- Implications on US internet trading --- p.7 / Chapter 2.2. --- Development of E-commerce in US --- p.8 / Chapter 2.2.1. --- E-commerce in US --- p.8 / Chapter 2.2.2. --- Internet Shopping and behaviors --- p.9 / Chapter 2.2.3. --- Internet banking and finance in US --- p.10 / Chapter 2.3. --- Development of Internet and E-commerce in Hong Kong --- p.17 / Chapter 2.3.1. --- Internet and E-commerce in Hong Kong --- p.17 / Chapter 2.3.2. --- E-commerce Development in Hong Kong --- p.17 / Chapter 2.3.3. --- Internet Banking and Finance in Hong Kong --- p.19 / Chapter 2.3.4. --- Implications of internet and local e-commerce on internet trading --- p.21 / Chapter 2.4. --- Development of Internet Trading in US --- p.22 / Chapter 2.4.1. --- Background of internet trading in US --- p.22 / Chapter 2.4.2. --- Development and the internet traders --- p.23 / Chapter 2.4.3. --- Transaction System in US --- p.28 / Chapter 2.4.4. --- Security System in US --- p.29 / Chapter 2.4.5. --- Regulations in US --- p.31 / Chapter 2.5. --- Development of Internet Trading in Hong Kong --- p.31 / Chapter 2.5.1. --- Background and the Development --- p.32 / Chapter 2.5.2. --- Transaction System in Hong Kong --- p.36 / Chapter 2.5.3 --- Security System in Hong Kong --- p.37 / Chapter 2.5.4. --- Regulations in Hong Kong --- p.38 / Chapter III. --- LITERATURE REVIEW --- p.40 / Chapter 3.0. --- Overview --- p.40 / Chapter 3.1. --- Review of Past Studies in Internet Trading --- p.40 / Chapter 3.2. --- Conceptual Framework: Theory of Reasoned Action --- p.41 / Chapter 3.3. --- Conceptual Model --- p.45 / Chapter 3.4. --- The Causal Relations Among Constructs --- p.46 / Chapter IV. --- METHODOLOGY --- p.49 / Chapter 4.0. --- Overview --- p.49 / Chapter 4.1. --- The Research Design --- p.49 / Chapter 4.2. --- The Sample and the Sampling Procedure --- p.50 / Chapter 4.3. --- Operationalization of the Constructs --- p.51 / Chapter 4.4. --- Data Analysis --- p.56 / Chapter 4.5. --- Research Activities --- p.57 / Chapter V. --- ANALYSIS AND FINDINGS --- p.59 / Chapter 5.0. --- Overview --- p.59 / Chapter 5.1. --- Structural Equation Modeling --- p.59 / Chapter 5.1.1 . --- The Original Conceptual Model --- p.60 / Chapter 5.1.2. --- The Modified Conceptual Model --- p.62 / Chapter 5.2. --- Discussion --- p.63 / Chapter VI. --- CONCLUSION --- p.65 / Chapter 6.0. --- Overview --- p.65 / Chapter 6.1. --- Summary of the Research --- p.65 / Chapter 6.2. --- Managerial Implications --- p.55 / Chapter 6.3. --- Limitations and Future Directions --- p.68 / BIBIOGRAPHY --- p.70 / APPENDIX --- p.78

by Chung Ka Po, Lai Chun Hung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 54-55). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- BACKGROUND - ABOUT THE BOOKSTORE INDUSTRY --- p.4 / What is an Online Bookstore --- p.4 / An Overview of the US Bookstore Industry --- p.5 / A review on Amazon.com: the US online bookstore giant --- p.6 / An overview of the Hong Kong bookstore industry --- p.7 / Online bookstores in Hong Kong --- p.10 / WTO's effect on the development of online bookstore in Hong Kong --- p.12 / Chapter III. --- LITERATURE REVIEW --- p.14 / Research into the Value of Internet Commerce to Customers --- p.14 / The Importance of Value --- p.17 / An Empirical Study --- p.18 / Chapter IV. --- METHODOLOGY --- p.19 / Questionnaire Development --- p.19 / Sample and Data Collection --- p.21 / Chapter V. --- MEASUREMENT --- p.22 / Definition of Variables --- p.22 / Chapter VI. --- RESULTS --- p.31 / Tests for Online Bookstore --- p.31 / Tests for Conventional Bookstore --- p.35 / Chapter VII. --- RECOMMENDATIONS & CONCLUSION --- p.40 / Recommendation 1: Better Security System --- p.40 / "Recommendation 2: Build Trust, Increase Brand Equity" --- p.42 / Recommendation 3: Increase Choice --- p.43 / Recommendation 4: Maximize Access to Information --- p.43 / Limitations and Future Research --- p.44 / APPENDIX --- p.47 / BIBLIOGRAPHY --- p.51

by Sum Mei Lin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 80-81). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES AND TABLES --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Business Problem --- p.1 / Background --- p.2 / Research Objectives --- p.5 / Chapter II. --- LITERATURE REVIEW --- p.6 / Conceptual Framework --- p.6 / Conceptual Model --- p.8 / Hypotheses --- p.10 / Chapter III. --- METHODOLOGY --- p.13 / Research Design --- p.13 / Operationalization --- p.13 / Sample and Sampling Method --- p.16 / Data Collection --- p.16 / Data Analysis --- p.17 / Chapter IV. --- RESULTS AND DISCUSSION --- p.19 / Measurement Model --- p.19 / Chapter ´Ø --- Reliability of Measurement / Chapter ´Ø --- Validity of Measuremet / Structural Model --- p.22 / Chapter ´Ø --- Model Fit / Chapter ´Ø --- Parameter Estimates and Variance Explained / Model Refinement --- p.25 / Chapter ´Ø --- Model 2 - Reliability and Validity of Measurement / Chapter ´Ø --- Model 2 - Fit and Structural Equations / Discussion --- p.30 / Chapter V. --- CONCLUSION --- p.34 / Managerial Implications --- p.35 / Chapter ´Ø --- Fostering Favorable Norm / Chapter ´Ø --- "Reducing Disapproval from Family, Friends and Colleagues" / Chapter ´Ø --- Cultivating Favorable Attitude / Limitations --- p.42 / Future Research Directions --- p.44 / APPENDIX / Chapter I --- Questionnaire - English --- p.46 / Chapter II --- Questionnaire - Bilingual --- p.50 / Chapter III --- Sample Distribution of Age Group and Salary Range --- p.54 / Chapter IV --- Sample Distribution of Employer's Industry and Gender --- p.55 / Chapter V --- SPSS Output for Scale Reliability Analysis --- p.56 / Chapter VI --- LISREL Output for Model1 --- p.65 / Chapter VII --- LISREL Output for Model2 --- p.73 / BIBLIOGRAPHY --- p.80

Lai Man-wai Conttia. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 101-107). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.ii / ABSTRACT (CHINESE) --- p.iii / ACKNOWLEDGMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / Chapter / Chapter I --- INTRODUCTION --- p.1 / Chapter II --- LITERATURE REVIEW --- p.16 / Chapter III --- HYPOTHESES --- p.48 / Chapter IV --- METHOD --- p.50 / Chapter V --- FINDINGS --- p.65 / Chapter VI --- DISCUSSION --- p.73 / Chapter VII --- CONCLUSIONS --- p.81 / APPENDIX --- p.85 / REFERENCES --- p.101