Chapter 1 General Introduction
1．1 Introduction
1．2 Research Background
1．2．1 Grocery Shopping
1．2．2 Online Grocery Shopping
1．2．3 Online Grocery Market
1．3 The Necessity of Research
1．4 Research Objective
1．5 Research Question
1．6 Research Methodology
1．7 Research Contributions
1．8 Research Outline
Chapter 2 Literature Review
2．1 Photo Decoration Cues
2．2 Media Richness Theory
2．3 Visual Design Artifacts
2．4 Visual Rhetoric Theory
2．4．1 Inventory
2．4．2 Manner
2．4．3 Arrangement
2．5 Conceptualization of Photo Decoration Cues
2．6 Consumer's Attitude towards Online Grocery Shopping
2．7 Consumer's Attitudes towards Product and Grocery Store
2．8 Summary
Chapter 3 Hypotheses Development and Research Model
3．1 Hypotheses Development
3．1．1 Effects of Photo Decoration Cues on Visual Appeal
3．1．2 Effects of Photo Decoration Cues on Shopping Enjoyment
3．1．3 Affective Responses： Attitudes towards Product and Grocery Store
3．1．4 Consumers' Purchase Intention
3．2 Research Model
Chapter 4 Research Methodology
4．1 Experiment Design
4．1．1 Laboratory Experiment
4．1．2 Stimuli
4．2 Measurement items
4．2．1 Instrument Design
4．2．2 Dependent Variables
4．2．3 Control Variables
4．2．4 Likert Scale
4．2．5 Questionnaire Design
4．3 Experiment Procedure
4．4．1 Pretest One
4．3．2 Pretest Two
4．3．3 Main Experiment
Chapter 5 Data Analysis and Results
5．1 Primary Analysis
5．1．1 Demographics of Participants
5．1．2 Descriptive Statistics x
5．1．3 Control and Manipulation Checks
5．2 Step One： ANOVA Test for Variation of Three Photo Decoration Cues
5．2．1 Effects on Visual Appeal
5．2．2 Effects on Shopping Enjoyment
5．3 Measurement Model
5．3．1 Exploratory Factor Analysis
5．3．2 Confirmatory Factor Analysis
5．3．3 Reliability Analysis
5．3．4 Validity Analysis
5．3．5 EFA Results
5．3．6 CFA Results
5．4 Structural Model
5．4．1 Structural Equation Modeling
5．4．2 Partial Least Squares （PLS）
5．4．3 Step Two： PLS Test for Effective Responses towards Attitudes and Behavior
Chapter 6 Conclusion
6．1 Overall Conclusion
6．2 Contribution
6．2．1 Contribution to Academics
6．2．2 Contribution to Practices
6．3 Limitations and Future Research
REFERENCES
APPENDIX A
APPENDIX B
APPENDIX C
APPENDIX D
APPENDIX E
APPENDIX F
APPENDIX G
APPENDIX H
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