by Cheung Suet-Yin Anita, Lo Chui-Yuk Michelle. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaf 59). / Questionnaire in Chinese. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGMENTS --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- LITERATURE REVIEW --- p.4 / Product Life Cycle --- p.4 / Motivation --- p.6 / Level of Involvement --- p.8 / Chapter III. --- METHODOLOGY --- p.10 / Management Objectives --- p.10 / Research Objectives --- p.10 / Research Design --- p.11 / Hypothesis Testing --- p.16 / Motivation --- p.16 / Level of Involvement --- p.17 / Miscellaneous --- p.17 / Data Collection Method --- p.19 / Sampling --- p.20 / Chapter IV. --- RESULTS --- p.22 / Findings of Focus Groups --- p.22 / Survey Sample --- p.25 / Motivation --- p.26 / Level of Involvement --- p.30 / Other Findings --- p.33 / Concept of Electronic Pets --- p.33 / The Liking for Keeping Pets --- p.33 / Duration of Nurturing a Tamagotchi --- p.34 / Habit of Buying Cartoon Character Merchandise --- p.35 / Chapter V. --- LIMITATIONS --- p.37 / Sampling Bias --- p.37 / Reliability --- p.37 / Validity --- p.39 / Chapter VI. --- CONCLUSIONS AND RECOMMENDATIONS --- p.40 / APPENDICES --- p.46 / BIBLIOGRAPHY --- p.59