The Influence of Social Media on Consumer Behavior Among College Students

Have you purchased any products or services through social media platforms (e.g., WeChat, Xiaohongshu, Douyin/TikTok, Instagram, Facebook, etc.) in the past three months?

yes

Please indicate your level of agreement with the following statements: (1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree)

	1 - Strongly Disagree	2 - Disagree	3 - Neutral	4 - Agree	5 - Strongly Agree
I believe shopping through social media helps me find the products I need quickly
I believe shopping through social media helps me find the products I need quickly
I believe shopping through social media saves me time
I believe shopping through social media saves me time
I find the shopping features on social media platforms simple and easy to use
I find the shopping features on social media platforms simple and easy to use
I am easily influenced to buy products recommended by influencers/bloggers
I am easily influenced to buy products recommended by influencers/bloggers
I pay attention to what my friends/classmates buy on social media
I pay attention to what my friends/classmates buy on social media
Seeing that many people are buying a certain product makes me want to buy it too
Seeing that many people are buying a certain product makes me want to buy it too
I feel anxious if I don't know about popular products that everyone is talking about
I feel anxious if I don't know about popular products that everyone is talking about
I worry about missing out on limited-time discounts or promotions on social media
I worry about missing out on limited-time discounts or promotions on social media
The convenience of social media shopping (available anytime, one-click order) encourages me to spend
The convenience of social media shopping (available anytime, one-click order) encourages me to spend
I am more likely to make a purchase when I see promotions like limited-time discounts or free shipping
I am more likely to make a purchase when I see promotions like limited-time discounts or free shipping

Please indicate your level of agreement with the following statements about trust in others' recommendations: (1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree)

	1 - Strongly Disagree	2 - Disagree	3 - Neutral	4 - Agree	5 - Strongly Agree
I trust reviews from other consumers because they are more objective
I trust reviews from other consumers because they are more objective
I will buy a product I was hesitant about if I see a large number of positive reviews
I will buy a product I was hesitant about if I see a large number of positive reviews
Compared to company advertisements, I trust recommendations from ordinary users more
Compared to company advertisements, I trust recommendations from ordinary users more
I trust a review more if it includes photos or videos from the buyer
I trust a review more if it includes photos or videos from the buyer
I tend to trust recommendations from users who share similar characteristics (age, identity) with me
I tend to trust recommendations from users who share similar characteristics (age, identity) with me

Please indicate your level of agreement with the following statements about marketing strategies effectiveness: (1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree)

	1 - Strongly Disagree	2 - Disagree	3 - Neutral	4 - Agree	5 - Strongly Agree
Personalized ads on social media (related to my recent searches) catch my attention
Personalized ads on social media (related to my recent searches) catch my attention
Collaborations between brands and influencers I like/trust increase my favorability towards the brand
Collaborations between brands and influencers I like/trust increase my favorability towards the brand
If the shopping process is smooth (fast loading, convenient payment), I am more willing to repurchase on that platform
If the shopping process is smooth (fast loading, convenient payment), I am more willing to repurchase on that platform
I find a seller more reliable if they respond promptly to comments or messages
I find a seller more reliable if they respond promptly to comments or messages
Clear return and exchange policies and transaction guarantees make me more confident to purchase
Clear return and exchange policies and transaction guarantees make me more confident to purchase
I find interactive content (live streaming, flash sales) more appealing than static image ads
I find interactive content (live streaming, flash sales) more appealing than static image ads

Please indicate your level of agreement with the following statements about purchase intention and behavior: (1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree)

	1 - Strongly Disagree	2 - Disagree	3 - Neutral	4 - Agree	5 - Strongly Agree
I intend to continue shopping through social media in the future
I intend to continue shopping through social media in the future
I would recommend products I like to my friends
I would recommend products I like to my friends

What types of products do you usually purchase through social media?【多选题】

How important are social media reviews in your purchase decision?

Have you ever returned a product purchased through social media?

Yes

10.

If you have returned a product, what was the main reason?

12.

Please rank the following factors in order of their influence on your social media purchase decisions (1 = most influential, 5 = least influential)【请选择全部项并排序】

Price
Product reviews
Influencer recommendations
Brand reputation
Promotions and discounts

13.

Do you follow any brands or stores on social media?

Yes

15.

What do you think are the main advantages of shopping through social media compared to traditional online shopping platforms?

16.

What improvements do you think social media platforms should make to enhance the shopping experience?