Chapter 1 Introduction
1．1 Research Background
1．2 Research Gaps
1．3 Research Objectives and Questions
1．4 Research Methodology
1．5 Significance of the Book
1．6 Structure of the Book
Chapter 2 Literature Review
2．1 Introduction
2．2 Social Influence in New Product Adoption
2．3 Antecedents of Susceptibility to Social Influence
2．4 Social Network Theory
2．5 Chapter Summary
Chapter 3 Conceptual Model and Hypotheses
3．1 Introduction
3．2 Antecedents of Susceptibility to Social Influence
3．3 Consequences of Susceptibility to Social Influence
3．4 Moderating Effects of Gender
3．5 Moderating Effects of Network Characteristics
3．6 Research Model Summary
3．7 Chapter Summary
Chapter 4 Methodology
4．1 Introduction
4．2 Sample and Data Collection Procedure
4．3 Measurement Development
4．4 Pretest
4．5 Data Analysis Strategy
4．6 Chapter Summary
Chapter 5 Results
5．1 Introduction
5．2 Sample Characteristics
5．3 Measurement Model Evaluation
5．4 Structural Model Specification and Identification
5．5 Hypotheses Testing
Chapter 6 Discussion and Conclusions
6．1 Introduction
6．2 Theoretical Contributions
6．3 Managerial Implications
6．4 Limitations and Future Research
References
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