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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£º 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£º 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£º 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