CHAPTER ONE INTRODUCTION CHAPTER TWO CHINESE CROSS-BORDER E-MERCE MARKET …… 6 2.1 Background 2.2 Research Background of Cross-Border E-Commerce 2.3 Case Study Methodology 2.4 Case Analysis 2.5 Conclusions and Implications of the Case Study CHAPTER THREE LITERATURE REVIEW 3.1 Consumer Cosmopolitanism 3.2 Consumer Ethnocentrism 3.3 Consumer Foreign and Local Website Choice Intention 3.4 Perceived Value 3.5 Perceived Risk ...... CHAPTER FOUR HYPOTHESIS AND RESEARCH MODEL 4.1 Consumer Cosmopolitanism and Cross-Border Online Purchase Intention 4.2 Consumer Ethnocentrism and Cross-Border Online Purchase Intention 4.3 The Mediation Effect of Perceived Value 4.4 The Mediation Effect of Perceived Risk CHAPTER FIVE METHODOLOGY 5.1 Measurement Sample and Procedure 5.3 Reliability and Validity of the Measures 5.4 Hypotheses Testing 5.5 Structural and Model Analyses CHAPTER SIX CONCLUSIONS AND IMPLICATIONS 6.1 Conclusions 6.2 Theoretical Implications 6.3 Managerial Implications 6.4 Limitations of Research and Methodological Implications REFERENCES APPENDIX QUESTIONAIRE