Title Page
Contents
Abstract 5
Ⅰ. Introduction 6
Ⅱ. Introduction to Choice Strategies 8
Ⅲ. Literature Review 11
Ⅳ. Hypotheses 18
Ⅴ. Model 27
Equation of the Model 29
Equation 1 (Level 1): 29
Equation 2 (Level 2): 30
Y Variable 30
Z Variable 31
X Variable 32
Ⅵ. Data Collection 34
Categories 35
1. Consumer Preference 35
2. Personal Characteristics 35
3. Situation 35
4. Social Influence 36
5. Strategies 36
Subjects 36
Materials 36
Ⅶ. Result 36
References 44
Appendix 48
(Table 1. Model) 28