by Chu Sheng Hua. / Thesis submitted in: December 2000. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 126-134). / Abstracts in English and Chinese. / "List of Map, Tables and Figures" / Chapter Chapter 1 --- Consumption: The Prism of Contemporary China / Chapter I. --- Introduction: Consumption in China --- p.1 / Chapter II. --- Material Conditions under Communist China --- p.3 / Chapter III --- . The Advent into a Consumer Society --- p.4 / Chapter ■ --- Increase in the Level of Affluence / Chapter ■ --- De-regularisation of the Marketing System / Chapter ■ --- Emergence of a Capital Owning Class / Chapter ■ --- Explosion of Consumption Information / Chapter ■ --- Change in Consumption Structures --- p.11 / Chapter IV. --- Guangzhou: Center of Consumption / Chapter ■ --- Location / Chapter ■ --- One Step Ahead --- p.15 / Chapter V. --- Objectives of Study --- p.17 / Chapter VI. --- Organisation of Thesis / Chapter Chapter 2 --- Sociological Theorising of Consumption： Thematic Issues / Chapter I. --- The Acknowledgement of Consumption: From Production to Consumption --- p.19 / Chapter II. --- Consumption as Communication --- p.21 / Chapter III. --- Consumption as Distinction --- p.22 / Chapter ■ --- Veblen: Leisure Class and Conspicuous Consumption / Chapter ■ --- "Bourdieu: Habitus, Taste and Cultural Capital" / Chapter ■ --- Lamont: Symbolic Boundaries / Chapter IV. --- Consumption as Pleasure and Play --- p.27 / Chapter V. --- "Consumption, Advertising and the Symbolic" --- p.28 / Chapter ■ --- Postmodernism and Baudrillard / Chapter ■ --- Consumption and the Symbolic: Theorising Lifestyle / Chapter ■ --- The Polemics / Chapter Chapter 3 --- Research Design / Chapter I. --- Conducting China Studies --- p.32 / Chapter II. --- Data Sources --- p.32 / Chapter ■ --- The Unobtrusive Method / Chapter ■ --- Sources of Data / Chapter III. --- Data Analysis --- p.35 / Chapter ■ --- Content Analysis / Chapter ■ --- Semiotic Analysis / Chapter ■ --- Symbolic Reality and Objective Reality / Chapter IV. --- Data Sampling --- p.39 / Chapter V. --- Analysing Advertisements --- p.42 / Chapter ■ --- Advertising Categories / Chapter ■ --- Advertising Formats / Chapter ■ --- Covert Advertisements / Chapter Chapter 4 --- "Advertising, Consumption and the New Middle Class" / Chapter I. --- The Re-birth of Advertising in China --- p.47 / Chapter ■ --- From Political to Marketing Tool / Chapter ■ --- Advertising Boom / Chapter II. --- A New World of Goods and Dreams --- p.49 / Chapter ■ --- Forms and Contents of Advertisements: From Product-oriented to Consumer-oriented / Chapter ■ --- Ownership of Goods / Chapter III. --- Market Segmentation: Locating the Middle Class and Their Consumption Patterns / Chapter ■ --- Market Segmentation and the New Middle Class / Chapter ■ --- Economic Capital and Consumption Patterns / Chapter ■ --- Cultural Capital and Taste / Chapter ■ --- Advertising and Consumption Categories / Chapter Chapter 5 --- Cultivating Differences I： Constructing the Ideal Home / Chapter I. --- Housing Reform and Rising Demand for Commodity Housing --- p.66 / Chapter II. --- Housing Advertisements --- p.68 / Chapter III. --- Advertising Themes: Alluding to the Middle Class Aspirations --- p.70 / Chapter ■ --- Establishing Class and Status Distinction / Chapter ■ --- Emphasis on Superiority/Luxury / Chapter ■ --- Desire of Naturalism / Chapter ■ --- Sports-oriented and Health-conscious / Chapter ■ --- Foreign Lifestyle / Chapter ■ --- Cultural Taste / Chapter ■ --- Education and Learning / Chapter IV. --- Ownership of Lifestyle --- p.84 / Chapter Chapter 6 --- Cultivating Differences II： Consuming Technologies / Chapter I. --- Modernisation and Good Life --- p.87 / Chapter II. --- The Modern Home Electrification --- p.89 / Chapter ■ --- Wither Tidal Wave Consumption? / Chapter ■ --- The Making of a Modern Home / Chapter III. --- Deciphering Information and Communication Technologies --- p.93 / Chapter ■ --- The Latest Gadgets / Chapter ■ --- Fashionable Lifestyle and Aesthetic Qualities / Chapter IV. --- Private Cars: Riding on the Tide of Consumerism --- p.99 / Chapter ■ --- Car Ownership / Chapter ■ --- Who are the Owners? / Chapter ■ --- Status Symbols / Chapter ■ --- Car as Person: Intelligent but Reserved / Chapter ■ --- Desire for Freedom and Touristic Experience / Chapter Chapter 7 --- Conclusion： Beyond Consumption / Chapter I. --- "Consumption, Advertising and Beyond" --- p.106 / Chapter II. --- Social Stratification and the Cultivation of Differences: Towards the Construction and Pursuit of a Middle Class Way of Life --- p.109 / Chapter III. --- New Sensibilities & Outlook --- p.111 / Chapter ■ --- "Stylisation, Aestheticisation and the Cultivation of a Lifestyle" / Chapter ■ --- Cultural Refinement and Sophistication / Chapter ■ --- Cosmopolitanism / Chapter IV. --- The Politics of Consumption --- p.116 / Chapter V. --- Consumption with Chinese Characteristics --- p.119 / Chapter VI. --- Suggestions for Future Studies --- p.122 / Bibliography --- p.126

Leung, Kar Man, Man, Angela Wing Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaf 37). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / CHAPTER / Chapter I --- INTRODUCTION --- p.1 / Chapter 1.0 --- Overview --- p.1 / Chapter 1.1 --- Objectives of our study --- p.2 / Chapter 1.1.1 --- Research objective --- p.2 / Chapter 1.1.2 --- Decision making objective --- p.3 / Chapter II --- CONCEPTUAL FRAMEWORK --- p.4 / Chapter 2.0 --- Theory of Reasoned Action --- p.4 / Chapter 2.1 --- Reason for choosing the Theory of Reasoned Action --- p.4 / Chapter 2.2 --- What is the Theory of Reasoned Action? --- p.4 / Chapter III --- METHODOLOGY --- p.8 / Chapter 3.0 --- Methodology --- p.8 / Chapter 3.1 --- Research design --- p.8 / Chapter 3.2 --- Sample and sampling method for the main study --- p.8 / Chapter 3.2.1 --- Sample --- p.8 / Chapter 3.2.2 --- Sampling method for the descriptive research --- p.9 / Chapter 3.3 --- Operationalizatoin --- p.9 / Chapter 3.4 --- Data analysis --- p.11 / Chapter 3.4.1 --- Analyzing consumption behavior --- p.11 / Chapter 3.4.2 --- Testing the conceptual model --- p.11 / Chapter 3.5 --- Research activities --- p.11 / Chapter 3.5.1 --- Exploratory research --- p.11 / Chapter 3.5.1.1 --- Literature review --- p.11 / Chapter 3.5.1.2 --- Focus group --- p.11 / Chapter 3.5.1.2.1 --- Sampling method --- p.12 / Chapter 3.5.1.2.2 --- Sample --- p.12 / Chapter 3.5.1.2.3 --- Research area --- p.12 / Chapter 3.5.1.2.4 --- Pre-testing the instrument --- p.13 / Chapter 3.5.2 --- Descriptive research --- p.13 / Chapter 3.5.2.1 --- Description of the instrument --- p.13 / Chapter 3.5.2.2 --- Procedure for administering the questionnaires --- p.14 / Chapter 3.5.2.3 --- Analysis and interpretation of the responses --- p.14 / Chapter IV --- RESULTS --- p.15 / Chapter 4.0 --- Results --- p.15 / Chapter 4.1 --- Consumption behavior --- p.15 / Chapter 4.1.1 --- Men's classification of cosmetics items --- p.15 / Chapter 4.1.2 --- Consumption behavior of cosmetics and toiletries --- p.16 / Chapter 4.1.3 --- Year(s) of experience of using skincare products --- p.16 / Chapter 4.1.4 --- Knowledge of brands that carry men's cosmetics --- p.17 / Chapter 4.1.5 --- Relative importance of independent factors --- p.17 / Chapter 4.1.6 --- Demographic description of the respondents --- p.18 / Chapter 4.1.6.1 --- Jobs/ industries --- p.18 / Chapter 4.1.6.2 --- Highest education level attained by respondents --- p.19 / Chapter 4.1.6.3 --- Respondents' monthly income --- p.19 / Chapter 4.1.6.4 --- Age distribution of the respondents --- p.19 / Chapter 4.2 --- Path analysis --- p.19 / Chapter 4.2.1 --- Reliability analysis --- p.20 / Chapter 4.2.2 --- LISREL analysis --- p.21 / Chapter 4.2.3 --- """Model 1"" of the conceptual model" --- p.22 / Chapter V --- CONCLUSION AND RECOMMENDATIONS --- p.26 / Chapter 5.0 --- Conclusion --- p.26 / Chapter 5.1 --- Managerial implications --- p.26 / Chapter 5.1.1 --- What to market --- p.26 / Chapter 5.1.2 --- How much to price --- p.27 / Chapter 5.1.3 --- How to market skincare products to men --- p.27 / Chapter 5.1.4 --- Whom to target at --- p.28 / Chapter 5.1.5 --- How to position skincare products --- p.29 / Chapter 5.1.6 --- How to make your brand recognized --- p.29 / Chapter 5.2 --- Limitations --- p.30 / Chapter 5.2.1 --- External validity --- p.30 / Chapter 5.2.1.1 --- Sampling bias --- p.30 / Chapter 5.2.1.2 --- Sampling method --- p.31 / Chapter 5.2.2 --- Limited scope --- p.31 / Chapter 5.2.2.1 --- Specific definition of the research subject --- p.31 / Chapter 5.2.2.2 --- Lack of segmentation --- p.32 / Chapter 5.2.2.3 --- Incomprehensive list of factors --- p.32 / Chapter 5.2.3 --- Different administrative methods used --- p.33 / Chapter 5.2.4 --- Maturation effect --- p.33 / Chapter 5.2.5 --- Unanswered sections --- p.34 / Chapter 5.2.6 --- Leading questions affecting validity --- p.34 / Chapter 5.3 --- Suggestions for future research --- p.34 / Chapter 5.3.1 --- Larger and more random sample --- p.34 / Chapter 5.3.2 --- Wider scope --- p.34 / APPENDIX --- p.36 / Chapter 1 --- Population by age group and sex at the end of2001 / Chapter 2 --- Sales of cosmetics and toiletries in the Asia-Pacific region by sector1998-2000 / Chapter 3 --- Constructs of the conceptual model and statements usedin questionnaire / Chapter 4 --- Questions and answers for the focus group / Chapter 5 --- Research instrument - the questionnaire / Chapter 6 --- Percentage of respondents who consider the stated items as cosmetics / Chapter 7 --- Usage frequency of cosmetics and toiletries / Chapter 8 --- Year(s) of experience of using skincare products / Chapter 9 --- Knowledge of the brands which carry men's cosmetics / Chapter 10 --- Relative importance of factors affecting the use of skincare products / Chapter 11 --- Industries which respondents workin / Chapter 12 --- Highest education level attained by respondents / Chapter 13 --- Respondents' monthly income / Chapter 14 --- Respondents' age distribution / Chapter 15 --- Results from reliability analysis / Chapter 16 --- LISREL outputs / BIBLIOGRAPHY --- p.37

The purpose of this study was to determine Chinese and U.S. consumers' attitudes and perceptions toward hybrid cars and the likelihood of purchasing one in the future.

by Chan Chui-mi, Rebecca and Pong Hei-ming, David. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 138. / TABLES OF CONTENTS --- p.ii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.vii / Chapter I. --- BACKGROUND AND PROBLEM STATEMENT --- p.1 / Background on the Yuppie Phenomenon --- p.1 / Baby-boomers and Yuppies --- p.1 / Yuppies in the U.S.A. --- p.1 / The Yuppie Phenomenon in Hong Kong --- p.3 / Statement of the Problem --- p.5 / Chapter II. --- LITERATURE REVIEW --- p.6 / Yuppies : Origin and Definition --- p.8 / Yuppies : Their Inner World --- p.10 / Yuppies : An International Flavor --- p.13 / Yuppies in Hong Kong --- p.15 / Returnees --- p.16 / Working Educated Women --- p.16 / Yuppies : Life-style and Marketing Imp1ications --- p.17 / Yuppies : Fading Away --- p.17 / Conclusions --- p.22 / Chapter III. --- RESEARCH METHODOLOGY --- p.23 / Hypotheses Development --- p.23 / Psychological Traits --- p.24 / Status Conscious --- p.24 / Quality Conscious --- p.24 / Motivation and Drive --- p.25 / Innovative and Adventurous --- p.25 / Health-conscious --- p.25 / Time-conscious --- p.26 / Concern for Children --- p.26 / Media Selection --- p.26 / Market/Consumption Behavior --- p.27 / Demographic Profile --- p.28 / Target Group Definition --- p.29 / Age --- p.30 / Personal Income --- p.30 / Education --- p.31 / Data Collection --- p.31 / Sampling Frame --- p.31 / Questionnaire Design --- p.32 / Psychological Traits --- p.32 / Market Behavior --- p.33 / Demographic Profile --- p.35 / Data Analysis --- p.35 / Summary --- p.36 / Chapter IV. --- DATA COLLECTION AND ANALYSIS --- p.37 / Pilot Test --- p.37 / Data Collection in Practice --- p.38 / Sample Group --- p.38 / Post-coding of Part I Answers --- p.39 / Post-coding of Part II Answers --- p.39 / Descriptive Statistics --- p.46 / Frequency Statistics --- p.46 / Hypothesis Testing of Psychological --- p.46 / Traits By Two-Sample T-test / Analysis of Yuppies， Consumption By One-Sample Chi-Square --- p.48 / Cross Tabulation and Chi-Square --- p.51 / Statistic on Consumption of Yuppies / Vis-a-vis the Control Group / Demographic Characteristics of Yuppies --- p.54 / Cluster Analysis --- p.56 / Primary Cluster Analysis --- p.56 / Secondary Cluster Analysis --- p.58 / Demographic Characteristics Redefined --- p.62 / Chapter V. --- MARKETING IMPLICATIONS --- p.63 / Executive Summary --- p.63 / Marketing Implications --- p.64 / Marketing of Social Goods --- p.65 / Marketing of Non-social Goods --- p.66 / New Market Segments --- p.67 / New Product Attributes --- p.67 / New Distribution Channels --- p.68 / New Promotion Messages --- p.68 / Differentiated Pricing Strategies --- p.69 / Recommendations for Future Studies --- p.77 / APPENDIX --- p.71 / Chapter 1 --- Initial Questionnaire for Pilot Test --- p.71 / Chapter 2 --- Pilot Test and Spearman Coefficient for Internal Consistency Test --- p.89 / Chapter 3.1 --- Revised Questionnaire in English --- p.91 / Chapter 3.2 --- Revised Questionnaire in Chinese --- p.102 / Chapter 4 --- "Descriptive Statistics on Mean, Standard Deviation, Maximum and Minimum Values of Records" --- p.113 / Chapter 5 --- Hypothesis Testing of Psychological Traits by Two-sample T-test --- p.114 / Chapter 6 --- T-test Results on the Mean Difference for Each Group of Attitude Statements between the Yuppies and the Control Group --- p.116 / Chapter 7 --- One Sample Chi-square Test --- p.120 / Chapter 8 --- Results of One Sample Chi-square on Yuppies， Consumption --- p.121 / Chapter 9 --- Cross Tabulation of Chi-square Statistics on Consumption of Yuppies vis-a-vis the Control Group --- p.127 / Chapter 10 --- Frequency Statistics on Yuppie Demographics --- p.130 / Chapter 11 --- Cluster Analysis --- p.135 / BIBLIOGRAPHY --- p.136

by Chan Tak-Wai, Woo Wai-Chung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 89-91). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / ACKNOWLEDGMENTS --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Definition of Smart Card --- p.2 / Smart Card --- p.2 / Electronic Money --- p.4 / Objective of Project --- p.5 / Chapter II. --- METHODOLOGY --- p.8 / Primary Data --- p.8 / Secondary Data --- p.9 / Literature Review --- p.10 / Chapter III. --- CARD PRODUCTS --- p.13 / Development of Credit Card and Smart Card --- p.13 / Scope of Usage of Smart Card --- p.15 / Commercial Areas --- p.15 / Medical Aspects --- p.16 / Telecommunications Industry --- p.17 / Banking System --- p.17 / Chapter IV. --- CITICORP --- p.20 / Citibank --- p.20 / Citibank H.K --- p.22 / Chapter V. --- CITIBANK H.K. CREDIT CARD PROFILE --- p.23 / Competitive Environment --- p.24 / Marketing Strategies --- p.25 / Chapter VI. --- SMART CARD PROFILE --- p.27 / Product --- p.27 / Market --- p.30 / Customer --- p.31 / Competitive --- p.33 / Company --- p.35 / Chapter VII. --- SURVEY RESULT --- p.38 / Chapter VIII. --- RECOMMENDATIONS --- p.39 / Characteristics of Target Market --- p.39 / Establishing Marketing Objective --- p.40 / Proposing Marketing Strategies --- p.40 / Product --- p.40 / Place --- p.43 / Price --- p.46 / Promotion --- p.47 / Physical Facilities --- p.50 / Personnel --- p.50 / Process Management --- p.50 / Chapter IX. --- CONCLUSION --- p.52 / APPENDIX --- p.55 / BIBLIOGRAPHY --- p.89

by Po Chun-Wong. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Incldues bibliographical references (leaves 110-113). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGMENTS --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Hong Kong Securities Market --- p.1 / The Way How Listed Securities are Traded --- p.4 / The Low Participation Rate of Individual Investors and Its Adverse Consequences --- p.9 / The Services Provided by Stockbrokers --- p.10 / How Listed Securities are Promoted --- p.10 / Internet and Online Financial Information Services --- p.14 / Online Securities Trading via the Internet --- p.18 / The Pros and Cons of Dealing Securities on the Internet --- p.20 / "The Listed Companies, Stockbrokers and the Hong Kong Stock Exchange's Presence on the Internet" --- p.34 / Chapter II. --- THIS STUDY --- p.38 / Purpose of the Study --- p.38 / Justification of the Study --- p.38 / Scope of the Study ………………… --- p.39 / Chapter III. --- RESEARCH METHODOLOGY --- p.40 / Research Design --- p.40 / Sample Selection --- p.41 / Survey Design --- p.42 / Questionnaire Development --- p.43 / Timing of the Study --- p.43 / Chapter IV. --- ANALYSIS OF FINDINGS --- p.44 / Response Rate --- p.45 / Demographics of the Samples --- p.45 / Stock Trading Behaviour --- p.48 / Computer Usage --- p.53 / Internet and Web Usage --- p.54 / "Data Privacy, Censorship & Security of Transaction" --- p.62 / Attitude of Online Securities Trading --- p.66 / Chapter V. --- LIMITATIONS OF THE STUDY --- p.67 / Non-Response Bias --- p.67 / Response Bias --- p.67 / Sample Selection Bias --- p.69 / Language Used in Questionnaire --- p.69 / Chapter VI. --- COMPARISON OF STUDIES --- p.70 / Hong Kong Internet User Survey 1996 --- p.70 / GVU's 6th WWW User Survey --- p.72 / "Find/SVP's “The American Home Financial Services Survey""" --- p.77 / IntelliQuest Information Group --- p.80 / Chapter VII. --- RECOMMENDATIONS --- p.81 / Market Segmentation --- p.81 / Market Positioning and Strategy --- p.82 / Other Recommendations --- p.88 / Directions for Future Studies --- p.92 / Chapter VIII. --- CONCLUSIONS --- p.94 / APPENDICES --- p.96 / BIBLIOGRAPHY --- p.110

by Chan Yuen Yee, Irene, Chung Wing Sze. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 64-65). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / ACKNOWLEDGEMENT --- p.v / TABLE OF CONTENTS --- p.vi / LIST OF TABLES --- p.ix / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Background --- p.1 / Elderly People and the Living Environment --- p.2 / The Role of the Living Environment to Elderly People --- p.2 / The Housing and Environment Needs of Elderly People --- p.3 / Physical Aspects --- p.4 / Social Aspects --- p.4 / Objectives --- p.5 / Chapter II. --- SCOPE OF STUDY --- p.6 / Marco Environment --- p.6 / The Changing Profile and Characteristics of Elderly People in Hong Kong --- p.6 / Ageing population --- p.6 / Education Level --- p.8 / Earlier Retirement and Retirement Population --- p.8 / Economics --- p.9 / Policy and Regulations --- p.10 / Age of Retirement and Pension Scheme --- p.10 / Tax Allowance for Maintaining Dependents --- p.11 / Old Age Allowances and Senior Citizen Cards --- p.11 / Public Medical Service --- p.11 / Financial Assistance to the Aged --- p.12 / Increasing Needs of Personal Financial Planning --- p.12 / Staying Period for Hong Kong Citizens in China --- p.13 / Social Cultures --- p.13 / Self-financing and Living Independently at Old Ages --- p.13 / More Life & Health Conscious --- p.13 / Better Perception on the Living Quality in China --- p.14 / Trend of Cross-boundary Traveling Between Hong Kong and China --- p.14 / Micro Environment --- p.15 / Demand for Residential Service for Hong Kong Elderly in China --- p.15 / Increasing Market Size --- p.15 / Market Potentials --- p.15 / Needs of Community Development for the Elderly --- p.16 / Demand on Residential Service in China --- p.17 / Limitations of living in China --- p.17 / Supply of Elderly Accommodation Service in Hong Kong --- p.17 / Private Housing --- p.17 / Public Housing --- p.18 / Residential Care House --- p.18 / Supply of Elderly Accommodation Service in China --- p.19 / Residential Care Homes --- p.19 / Private Housing --- p.19 / Product Features --- p.20 / Price --- p.21 / Location --- p.21 / Promotion --- p.21 / Chapter III. --- METHODOLOGY --- p.23 / Primary Data --- p.23 / Survey Objectives --- p.23 / Sampling Population --- p.24 / Sampling Method --- p.24 / Process of Survey --- p.24 / Limitations --- p.25 / Data Analysis --- p.25 / Secondary Data --- p.25 / Chapter IV --- SURVEY RESULTS AND DISCUSSION --- p.26 / Profile of the Respondents --- p.26 / Lifestyle and Consumption Behavior after Retirement --- p.27 / Living Arrangement after Retirement --- p.27 / Daily Activities after Retirement --- p.28 / All Respondents --- p.28 / Difference between Retired and Non-Retired People --- p.28 / Demographic Factors --- p.29 / Average Monthly Expenditure after Retirement --- p.30 / Proportion of Different Expenses on Monthly Spending after Retirement --- p.31 / All Respondents --- p.31 / Difference between Retired and Non-Retired People --- p.31 / Correlation between Monthly Expenditure and Percentages of Different Expenses --- p.32 / Correlation between Different Expenses and Likelihood of Retirement in China --- p.32 / Demographic Factors --- p.32 / Retirement Plan in China --- p.33 / Reasons for Retirement in China --- p.35 / Reasons for not to retire in China --- p.36 / Buying Property in China --- p.38 / Ideal Dwelling for Retirement in China --- p.39 / Chapter V --- RECOMMENDATIONS --- p.43 / Market Size --- p.43 / Target Customers --- p.44 / Expected Expenditure --- p.44 / Product --- p.45 / Interior Design --- p.46 / Supplementary Property Management Service --- p.46 / Supplementary Community Facilities --- p.47 / Place --- p.48 / Price --- p.49 / Promotion --- p.49 / Chapter VI --- CONCLUSION --- p.51 / APPENDIX --- p.53 / BIBLIOGRAPHY --- p.64

The purpose of this study was to extend the research in cross-cultural advertising by investigating the differences in cosmetics and fragrance advertising in Hong Kong and the United States.

Thesis by publication. / Thesis (PhD) -- Macquarie University, Macquarie Graduate School of Management, 2008. / Bibliography: leaves 124-133. / Introduction - Literature review -- Online word-of-mouth: a comparison of American and Chinese discussion boards -- Electronic word-of-mouth: a comparison of stated and revealed behaviour on electronic discussion boards -- A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects -- Conclusion. / The growth of electronic discussion boards has enabled consumers from different cultures to communicate with people of similar interests. Through this online channel, marketing concepts such as word-of-mouth (WOM) and country-of-origin (CoO) effects have the potential to become more important because of the potentially large number of participants involved. The US and China, being the largest and second-largest online population in the world respectively, are ideal countries to investigate the frequency and extent of these marketing concepts. --The thesis consists of three separate but inter-related papers which have been published in journals or have been accepted for publication. Each paper builds on the one before and analyses different aspects of online consumer behaviour such as information-giving, information-seeking and the CoO statements made by participants of discussion boards. By examining and comparing the frequency and content of discussion postings on discussion boards within US and China based websites, the thesis makes a comparison of the information-giving and information-seeking behaviour of the discussants and also looks at the extent and the content of CoO statements made. Online observation of discussion postings from six different discussion boards (three each from the US and China) was conducted over two 90-day period in 2004 and 2005 and a total of 5,993 discussion postings were downloaded for analysis. In addition, an online survey of 214 participants was conducted to compare the stated and actual (or "revealed") behaviour of discussants on the US and China based discussion boards. -- Overall, the findings indicate consistent differences over a 12-month period in the bahaviour of the US and Chinese discussants. The US discussants were found to provide more information than their Chinese counterparts while the Chinese discussants exhibited more information-seeking bahaviour on the discussion boards. The findings also indicate that the Chinese discussants demonstrated more negative CoO statements and these statements were observed to be related to Japan and/or brands that originated from Japan. The findings suggest that such negative CoO statements can increase rapidly online and it appears that the negative sentiments by the Chinese were apparently unrelated to product quality; instead they appear to have been predominantly associated with war related animosity. -- These findings have important implications for marketers selling to the Chinese as discussion boards appear to be more important as a source of information for the Chinese than the Americans. Also, given that the Chinese discussants demonstrated a high level of negative CoO statements relating to products from Japan, marketers selling Japanese products to the Chinese must understand the underlying issues related to these negativeCoO statements and take steps to prevent non-purchase of Japanese products. / Mode of access: World Wide Web. / vii, 133 leaves ill