化妆品直播间销售策略对消费者行为的影响的调查问卷

您好，我现在是一个高中生。我正在做一个关于化妆品直播间营销策略如何影响消费者购买行为的EPQ项目研究。本次问卷目的是了解美妆直播间的营销策略对您购买意愿的影响。问卷共20题，填写仅需3-5分钟。此问卷将匿名并且不会泄露您的任何个人信息。非常感谢您的参与与支持！
Hello，I am a high school student right now. I am doing an EPQ research project on how marketing strategies in cosmetic live streaming rooms influence consumer purchasing behaviors. This questionnaire is designed to understand how the marketing strategies in the live streaming room affects your purchasing willingness. There are a total of 20 questions in this questionnaire, and it only takes 3-5 minutes to fill it out. This questionnaire will be anonymous and will not reveal any of our personal information. Thank you again for your cooperation!
*
1.
您的性别：
What is your gender :
A. 女性
Female
B. 男性
Male
*
2.
您的年龄：
What is your age group:
A. 18岁及以下
18 years old or under
B. 19-29岁
19-29 years old
C. 30-49岁
30-49 years old
D. 50岁及以上
50 years old or above
*
3.
您是否观看并在美妆直播间购买过产品？
Have you ever watched and ordered cosmetic products while watching the cosmetic live streams?
A.是 （请继续做）
B.否（只需回答最后一问）
4.
您为什么会选择在美妆直播间购买产品？(最多选三个）
Why do you prefer to buy cosmetic products in the live streaming room? （Choose maximum of three)
【多选题】
A.有主播讲解，能够更快速地了解产品信息
With a streamer explanation, you can learn about the product information more directly
B.折扣力度大，比较优惠
Bigger discount, coupons available
C.产品类别丰富
Diverse and numerous product categories
D.产品质量比较好
Better product quality
E.物流服务比较便捷
Logistic services are more convenient
F.在线下单方便快捷，效率高
Placing orders online is more convenient and faster, with higher efficiency
G.7天无理由退货
7-day no-reason return
H.其他,请填写
Others，please fill in
5.
您主要是通过哪个平台的直播间去购买美妆产品的？
Which platform’s live stream do you mainly use to buy beauty products?
A. 购物平台，如淘宝，拼多多
Shopping platform e.g. Taobao and Pinduoduo
B.短视频平台，如抖音，快手
Short video platform e.g. TikTok and Kuaishou
C.社交平台，如小红书，微信
Social platform e.g. Red note and WeChat
D.其他，请填写
Others, please fill in
6.
您在美妆直播间购买产品的频率：
What is your frequency of buying cosmetic products in the live streaming room?
A.每天一次及以上
Once a day or more
B.每周一次及以上
Once a week or more
C.每月一次及以上
Once a month or more
D.每半年一次及以上
Once every six months or more
E.每年一次及以上
Once a year or more
7.
您每月会在美妆直播间花费多少钱？
How much will you spend in the live streaming room?
A.100元及以下
100 yuan or below
B.101-299元
101-299 yuan
C.300–499元
300-499 yuan
D.500-999元
500-999 yuan
E.1000元及以上
1000 yuan or above
8.
您一般会在直播间购买什么美妆产品？（最多选三个）
What kind of beauty products do you usually buy in the live streams? ( Choose maximum of three）
【多选题】
A.眼妆产品 如眼线笔，睫毛膏，眼影
Eye products e.g. eyeliner, mascara, and eyeshadow
B. 底妆产品 如粉底，散粉
Makeup products e.g. foundation and powder
C.护肤产品
Skin care products e.g. cleanser, moisturizer
口红/唇釉
Lipstick / Lip gloss
美甲产品
Nail products
9.
您会在直播间购买哪些品牌的美妆产品？（最多选三个）
Which cosmetic brands will you buy cosmetic products from? (Choose maximum of three)
【多选题】
A.彩棠Timage
B.完美日记Perfect Diary
C.橘朵Judydoll
D.阿玛尼Armani
E.MAC
F.圣罗兰Yves Saint Laurent
10.
请您对直播间美妆产品不同方面的满意度进行打分:
Please rate your satisfaction level with the aspects of the beauty products in the live streams:
1分（非常不满意）Very dissatisfied 2分（不满意）Dissatisfied3分（一般）General4分（满意）Satisfied5分（非常满意） Very dissatisfied
产品种类Product categories 
产品种类Product categories 
产品质量Product quality
产品质量Product quality
品牌产品全面性Comprehensiveness of brand products 
品牌产品全面性Comprehensiveness of brand products 
产品设计与包装Product design and packaging 
产品设计与包装Product design and packaging 
售后服务After-sales service 
售后服务After-sales service 
11.
以下哪些价格策略会增加您在直播间的美妆产品购买意愿？
Which of the following pricing strategies would increase your willingness to purchase beauty products in the live streams?
1分（完全不会）Not at all2分（不会）No3分（一般）General4分（会）Yes5分（绝对会）Absolutely yes
促销与折扣策略 如限时折扣 Promotions and discount strategies e.g. Limited-time discounts
促销与折扣策略 如限时折扣 Promotions and discount strategies e.g. Limited-time discounts
定价策略“左位数效应” 如29.9，39.9 Pricing strategy called “Left-Digit Effect” e.g. 29.9,39.9 yuan
定价策略“左位数效应” 如29.9，39.9 Pricing strategy called “Left-Digit Effect” e.g. 29.9,39.9 yuan
游戏与互动策略 如现场连麦砍价 Games and interactive strategies e.g. Live voice bargaining 
游戏与互动策略 如现场连麦砍价 Games and interactive strategies e.g. Live voice bargaining 
12.
您对美妆直播间的美妆产品价格满意度：
Your satisfaction level on the price of the cosmetic products in the live streams:
1分（非常不满意）Very dissatisfied 2分（不满意）Dissatisfied3分（一般）General4（满意）Satisfied5（非常满意）Very satisfied


13.
以下哪些直播间的促销活动与互动会提高您的购买意愿？
Which of the following live stream promotions and interactions will increase your purchasing willingness?
1分（完全不会）Not at all2分（不会）No3分（一般）General4分（会）Yes5分（绝对会）Absolutely yes
满减优惠 如满1200减200活动 Discount promotion: get 200 off when you spend 1200
满减优惠 如满1200减200活动 Discount promotion: get 200 off when you spend 1200
满赠优惠 如满300赠小样及卸妆产品Full gift promotion e.g. get free samples and makeup remover with a purchase of 300 or more
满赠优惠 如满300赠小样及卸妆产品Full gift promotion e.g. get free samples and makeup remover with a purchase of 300 or more
限定折扣 Limited-time discount
限定折扣 Limited-time discount
组合套装优惠 Bundle deal
组合套装优惠 Bundle deal
定期抽福袋的直播间活动 Regular live stream event for drawing lucky bags
定期抽福袋的直播间活动 Regular live stream event for drawing lucky bags
首购有礼 First purchase gift
首购有礼 First purchase gift
主播的专业程度 Host’s professionalism 
主播的专业程度 Host’s professionalism 
主播讲解的详细程度 The level of detail in the host’s explanation 
主播讲解的详细程度 The level of detail in the host’s explanation 
主播与助播的互动性 如回复弹幕的速度 Interactions between the host and the co-host e.g. the speed of replying the comments 
主播与助播的互动性 如回复弹幕的速度 Interactions between the host and the co-host e.g. the speed of replying the comments 
主播的外表与穿搭 Hosts’ appearances and outfits 
主播的外表与穿搭 Hosts’ appearances and outfits 
14.
您对美妆直播间的促销活动形式与频率的满意度：
Your satisfaction level with the types and the frequency of promotions in beauty live streams:
1分（非常满意）Very dissatisfied2分（不满意）Dissatisfied3分（一般）General4分（满意）Satisfied5分（非常满意）Very satisfied


15.
您对美妆直播间的下单方式与支付便利程度的满意度：
Your satisfaction level with the ordering methods and payment convenience in beauty live streaming sessions:
1分（非常不满意）Very dissatisfied 2分（不满意）Dissatisfied3分（一般）General4分（满意）Satisfied5分（非常满意）Very satisfied


16.
以下哪些因素会影响您在一个美妆直播间再次购买的意愿（复购率）？（排序）
Which of the following factors will affect your willingness to make a repeat purchase from a beauty live stream?
【排序题】
  • A.产品种类的丰富程度
    Diversification of the beauty products
  • B.产品质量
    Quality of the beauty products
  • C.品牌
    Brand
  • D.价格与优惠力度
    Cheap price and discounts
  • E.主播的讲解的专业性
    The host’s professionalism of explanation
  • F.明星推广
    Celebrity endorsements
  • G.直播间下单界面的清晰程度与操作便利性
    The clarity and ease of use of the live streams order interface
  • H.售后服务
    After-sales services
  • I.物流服务
    Logistics services
  • J. 其他，请填写
    Others, please fill in
17.
您有没有过直播间美妆产品退货的经历？
Have you ever had an experience of returning beauty products from a live stream?
1分（从不）Never2分（偶尔）Seldomly3分（一般）Sometimes4分（经常）Usually5分（总是）Always


18.
您觉得现在直播间需要在哪些方面进行改善？(最多选三个）
What aspects do you think the live streaming room needs to improve on?（Choose maximum of three)
【多选题】
A.提高产品种类和品牌的丰富程度
Increase the variety of products and the richness of brands
B.加强品控，提高产品质量
Enhance the quality of the products
C.进一步增强价格优惠力度
Further increase price discounts
D.规范主播行为，避免虚假宣传与销售
Regulate the host’s behavior to prevent fake and false advertising and sales
E.优化直播间的下单界面的设计与操作便利性
Optimize the design and ease of the use of the live streaming order interface
F.提高客服和售后服务效率
Increase the customer service and after-sales service efficiency
G.优化物流服务，缩短发货和到货的速度和时间
Optimize the logistic services, shorten the shipping and delivery time
H.其他，请填写
Others, please fill in
19.
您为什么不在直播间购买美妆产品？（最多选三个，且只需要第三题选否了的人作答）
Why don’t you buy beauty products in the live streaming room? (Multiple choice, only those who answered “No” to Q3 need to respond
【多选题】
A.不信任直播间产品的质量
Do not trust the product quality selling in the live streams
B.不信任直播间主播的介绍
Do not trust the product explanation by the host
C.直播间不能试妆，更倾向于线下柜台购买
Can not try on makeup online, prefer to buy at the counter
D.直播间产品类型不够丰富
No diverse product types in the live streams
E.不愿等待快递送达，线下购买更快速
Do not want to wait for the delivery, buying in stores is faster
F.直播间营销信息太多，太泛滥
Too much information in the live streaming room, and too complicated to understand
G.其他，请填写
Others, please fill in
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