《罗小黑战记》粉丝内容消费与长期购买意愿调研

哈喽！作为罗小黑的铁粉，我们都知道“有生之年”系列的等待有多难熬。这是一份关于《罗小黑》更新频率与粉丝购买意愿的学术调研，你的真实感受对我的学术研究超级重要！全卷匿名，预计占用你8分钟左右时间，感谢支持！🐾 Hello! As hardcore fans of Luo Xiaohei, we all know how agonizing the wait for a 'lifetime' series can be. This is an academic survey exploring the relationship between Luo Xiaohei's update frequency and fans' purchase intentions. Your honest feelings are incredibly important to my research! The survey is completely anonymous and will take about 8 minutes to complete. Thank you so much for your support!

您是否了解或观看过动画 IP《罗小黑战记》？

Have you watched or are you familiar with the animation IP "The Legend of Luo Xiaohei"?

A. 是，了解并观看过 Yes, I am familiar with it and have watched it

B. 没有，从未接触 No, I have not encountered it

您目前的教育程度是？What is your current level of education?

A. 高中及以下 High school or below

B. 大学在读（含专科／本科） Current university student (Associate / Bachelor's)

C. 硕士／博士研究生 Master's or PhD student

D. 已毕业／社会人士 Graduated / Working professional

您关注或追踪《罗小黑战记》有多长时间？

How long have you been following or tracking this IP?

A. 不足 1 个月 Less than 1 month

B. 1–6 个月 1–6 months

C. 6–12 个月 6–12 months

D. 1–3 年 1–3 years

E. 3 年以上 More than 3 years

您获取该 IP 资讯或内容的主要渠道有哪些？（可多选）

What are your primary channels for consuming content or updates about this IP?

【多选题】

A. 视频平台（如 Bilibili） Video platforms (e.g., Bilibili)

B. 社交媒体（如微博、小红书） Social media (e.g., Weibo, Xiaohongshu / RED)

C. 朋友或同好圈推荐 Recommendations from friends or fan communities

D. 线下活动（如漫展、快闪店） Offline events (e.g., comic conventions, pop-up stores)

E. 其他（请注明）：___________ Other (please specify): ___________

过去一年内，您购买《罗小黑战记》相关周边产品的频率大约是？

In the past year, how frequently have you purchased merchandise related to "The Legend of Luo Xiaohei"?

A. 从未购买 Never purchased

B. 偶尔购买（约 1–2 次） Occasionally (approx. 1–2 times)

C. 经常购买（约 3–5 次） Frequently (approx. 3–5 times)

D. 高频购买（5 次以上） Enthusiastically (more than 5 times)

您认为《罗小黑战记》当前的故事在多大程度上反映了创作者的创作意图？

How well do you feel the current story of “The Legend of Luo Xiaohei” reflects the creator’s original creative intent?

1. 几乎不反映 Barely reflects

5. 极好地反映 Perfectly reflects

在观看或消费《罗小黑》相关内容时，我能够充分沉浸于其所构建的叙事世界中。

When consuming "Luo Xiaohei" content, I find myself deeply immersed in its narrative world."

1. 完全不同意 Strongly Disagree

5. 完全同意 Strongly Agree

请在以下对立词组间，标注您对《罗小黑战记》整体风格的感知倾向（1 = 更倾向左侧，5 = 更倾向右侧）：

Please rate your overall perception of "Luo Xiaohei" on the following spectrums (1 = strongly left, 5 = strongly right):

这组题直接测量您对该 IP 商业化程度的感知，与第三部分配合使用。These items measure your commercialization perception, used alongside Part 3.

	1	2	3	4	5
高度商业化 - 原创且纯粹 \| Highly Commercialized - Original & Pure
高度商业化 - 原创且纯粹 \| Highly Commercialized - Original & Pure
顺应市场 - 独特世界观 \| Adopting to Market - Unique Worldview
顺应市场 - 独特世界观 \| Adopting to Market - Unique Worldview
营销导向-创作者主导｜Marketing- driven- Creator- driven
营销导向-创作者主导｜Marketing- driven- Creator- driven

《罗小黑战记》所传递的核心价值观，与您真实的个人价值观的重合程度有多高？

To what extent do the core values conveyed by “Luo Xiaohei” overlap with your own personal values?

完全无关 Completely irrelevant(0)

完美契合 Perfectly aligned(100)

10.

您如何评价《罗小黑战记》在商业化运作上的整体策略风格？

How would you characterize the overall commercial strategy of "The Legend of Luo Xiaohei"?

C. 低度商业化——内容优先，营销十分克制 Low commercialization — content-first, very restrained marketing

D. 几乎无商业化——纯粹创作驱动 Virtually non-commercial — purely creation-driven

A. 高度商业化——频繁联名、促销、广告投放 Highly commercialized — frequent collaborations, promotions, and advertising

B. 中度商业化——有一定推广但不算激进 Moderately commercialized — some promotion but not aggressive

11.

罗小黑目前的运营方式，对您的品牌信任度有何影响？

How does Luo Xiaohei’s current operation style affect your level of trust in the brand?

1. 显著降低信任 Significantly decreases trust

2. 略微降低信任 Slightly decreases trust

3. 毫无影响 No effect

4. 略微增加信任 Slightly increases trust

5. 显著增加信任 Significantly increases trust

12.

您如何评价制作团队在“内容质量”与“商业利益”之间取得的平衡？

How would you rate the production team's balance between "content quality" and "commercial interests"?

1. 完全偏向内容质量 Completely favors content quality

2. 略微偏向内容质量 Slightly favors content quality

3. 完美平衡 Perfectly balanced

4. 略微偏向商业利益 Slightly favors commercial interests

5. 完全偏向商业利益 Completely favors commercial interests

13.

长时间的"更新空窗期"会对您对该品牌的信任度产生怎样的影响？

How do prolonged "update gaps" affect your level of trust in the Luo Xiaohei brand?

1. 信任度极大降低 Trust greatly decreases

2. 信任度略微降低 Trust slightly decreases

3. 信任度保持不变 Trust remains unchanged

4. 信任度略微提升 Trust slightly increases

5. 信任度极大提升 Trust greatly increases

14.

考虑到《罗小黑战记》的更新节奏，未来2–3年内即便官方新内容较少，您对其周边产品的持续购买意愿是？

Given the update pace of “The Legend of Luo Xiaohei,” over the next 2–3 years — even if official new content remains limited — your continuous purchase intention for its merchandise would be:

A. 随热情消退而停止购买 Will stop purchasing as enthusiasm fades

B. 偶然发现时才偶发性购买 Will purchase only sporadically upon chance encounter

C. 依然主动关注并持续购买 Will still actively follow and consistently purchase

D. 将其视为长期情怀收藏，有计划地持续入手 Will treat it as a long-term nostalgic collection and purchase systematically

15.

与同类动画 IP 的周边相比，您愿意为《罗小黑战记》的周边产品支付多少溢价（高于市场平均价格的百分比）？

Compared to merchandise from similar animation IPs, how much of a price premium are you willing to pay for "Luo Xiaohei" merchandise (as a percentage above average market price)?

A. 不愿意支付溢价，价格与同类相同时才考虑购买 Not willing — only purchase if priced the same as comparable IPs

B. 愿意支付约 10–20% 的溢价 Willing to pay approx. 10–20% above average

C. 愿意支付约 21–50% 的溢价 Willing to pay approx. 21–50% above average

D. 愿意支付 50% 以上的溢价，因为该 IP 对我有独特意义 Willing to pay 50% premium — this IP holds unique personal meaning for me

16.

如果您愿意为《罗小黑》周边支付溢价，主要原因是什么？（可多选）

If you are willing to pay a price premium for "Luo Xiaohei" merchandise, what are the primary reasons? (Select all that apply)

【多选题】

A. 对创作者真实创作初心的认同与支持 Recognition of and support for the creator's genuine artistic vision

B. 对该 IP 故事与角色的深度情感投入 Deep emotional investment in the IP's story and characters

C. 周边产品本身的设计或工艺质量 The design or craftsmanship quality of the merchandise itself

D. 在同好圈中彰显个人品味与身份认同 Expressing personal taste and identity within fan communities

E. 对该 IP 长期价值与收藏潜力的认可 Recognition of the IP's long-term value and collectible potential

17.

当您决定是否购买某 ACG IP 周边时，以下哪些因素对您的影响最大（最多选择两个）：

When deciding whether to purchase merchandise for an ACG IP, which of the following factors influence you the most?（select up to two）：

【最多选择2项】

个人内在偏好与情感连接 Personal internal preference and emotional connection

身边朋友或同好圈的推荐与看法 Recommendations or opinions from friends or fan communities

社交媒体上的大众评价与口碑 General public reviews and word-of-mouth on social media

官方营销活动与宣传推广 Official marketing campaigns and promotional content

18.

假设您高度喜爱《罗小黑战记》，但身边朋友圈对此 IP「毫不关心」甚至「难以理解」。在此情境下，您购买并展示其实体周边的意愿会：Suppose you are a devoted fan of "Luo Xiaohei," but people in your close social circle are "completely indifferent" or even "unable to understand" the IP. Your willingness to purchase and display its physical merchandise would:

A. 大幅降低——外部认同感对我的消费行为影响显著 Significantly decrease — external validation substantially affects my purchasing behavior

B. 略有降低——社交环境有一定影响，但不是决定性因素 Slightly decrease — social context has some effect but is not determinative

C. 完全不受影响——我的消费不依赖外部认同 Remain completely unaffected — my consumption is independent of external validation

D. 反而增加——彰显独特品味对我更具吸引力 Actually increase — displaying distinct taste and individuality is more appealing

19.

当您决定是否购买某 ACG IP 周边时，以下哪些因素对您的影响最大：

When deciding whether to purchase merchandise for an ACG IP,:

A. 100 元以下 Below ¥100 RMB

B. 101–300 元 ¥101–300 RMB

C. 301–500 元 ¥301–500 RMB

D. 500 元以上 Above ¥500 RMB

问卷星提供技术支持

	1	2	3	4	5
高度商业化 - 原创且纯粹 \| Highly Commercialized - Original & Pure
高度商业化 - 原创且纯粹 \| Highly Commercialized - Original & Pure
顺应市场 - 独特世界观 \| Adopting to Market - Unique Worldview
顺应市场 - 独特世界观 \| Adopting to Market - Unique Worldview
营销导向-创作者主导｜Marketing- driven- Creator- driven
营销导向-创作者主导｜Marketing- driven- Creator- driven