大学生消费动机与情绪价值调查问卷

您的性别

Your gender

男 Male

女 Female

您每个月可支配的生活费

Your monthly disposal living expenses

1000元及以下

1001-2000元

2001-3000元

3000元以上

您日常进行消费时，最主要受哪些消费动机驱动？

Which consumption motivation mainly drive your daily spending?

【多选题】

学习与生活刚需
Basic needs for study and daily life

提高效率与增加便利
Improving efficiency and convenience

缓解压力与情绪满足
Relieving stress and satisfying emotions

维持社交关系
Maintaining social relationships

追求兴趣爱好
Pursuing hobbies and interests

在购买一件非必需品（即除了餐饮、日常用品等刚需外）时，以下因素对您的消费决策影响程度如何？

When purchasing a non-essential item (something beyond basic needs), how much do the following factors influence your consumption decision?

	非常小 Very little	比较小 Little	一般 Moderate	比较大 Much	非常大 Very much
高性价比或优惠力度 High cost performance or discount
高性价比或优惠力度 High cost performance or discount
实用功能 Practical function
实用功能 Practical function
外观颜值或包装设计 Appearance, packaging, design
外观颜值或包装设计 Appearance, packaging, design
品牌故事或口碑 Brand story or reputation
品牌故事或口碑 Brand story or reputation
能否带来正面情绪价值 Ability to provide positive emotional value
能否带来正面情绪价值 Ability to provide positive emotional value
能否展现自我个性 Ability to express self-identity
能否展现自我个性 Ability to express self-identity
他人推荐或流行趋势 Other's recommendations or trends
他人推荐或流行趋势 Other's recommendations or trends

过去3个月，您因“想让自己心情好一点”而消费的频率是？

In the past three months, how often have you spent money “to make yourself feel better” ?

您最通常通过哪类消费获得情绪价值？

Through which types of consumption do you most often get emotional value?

【多选题】

美食大餐/饮品 Big meal/drinks

华丽服饰/美妆 Fancy clothes/make-up

盲盒/周边谷子 Blind boxes/anime goods

游戏充值/虚拟商品 Game top-ups/virtual goods

文娱内容（影视/演唱会）Entertainment like movies, concerts

旅行/周边游 Travel

疗愈服务 Healing service

宠物相关 Relating to pets

其他 Others

消费过后，您最想获得哪种情绪价值？

What kind of emotional value do you most want to gain from consumption?

【多选题】

开心轻松，治愈解压
Happiness, relaxation, healing, and stress relief

满足感，成就感，自豪感
Sense of satisfaction, achievement, and pride

安全感，情感寄托与陪伴
Sense of security, emotional connection, and companionship

社交存在感，被关注
Social presence and being noticed

新鲜感，打发枯燥无聊
Novelty and killing boredom

在购买“提供情绪价值为主”的商品后，其为您所带来的正面情感能持续多久？

After purchasing an “emotionally valuable” product, how long does its positive emotional effect typically last for you?

付款到拆开包装的瞬间
From payment to the moment of unboxing

几个小时到一天内
A few hours to within one day

几天到一周左右
A few days to about one week

超过一周或长期
More than one week or long-term

10.

在购买“提供情绪价值为主”的商品后，您是否遇到过以下情况？

After purchasing an “emotionally valuable” product, have you ever experienced any of the following?

【多选题】

下单或拿到手之后很快后悔
Regretted it soon after ordering or receiving it

东西买回来根本没用/闲置
Never used it / left it idle

导致该月生活费紧张甚至花超
It caused financial strain or overspending for the month

觉得收获的情绪体验未达预期
Felt the emotional experience did not meet expectations

被家人/朋友说乱花钱
Criticized by family/friends for wasting money

以上均没有
None of the above

11.

对您来说，情绪价值消费更接近以下哪种角色？

For you, emotional value consumption is closer to which of the following roles?

生活必需品，支撑日常情绪
A daily necessity that supports ordinary emotions

某些时候的调节剂
A regulator / adjuster sometimes

极少时刻的奖励
A rare occasional reward

负担，会带来经济或心理压力
A burden that brings financial or psychological pressure

12.

（选填）如果您有一次印象深刻的“以情绪价值为导向”而买单的经历，可以用一两句话简单描述这次经历以及感受（无字数要求）

If you have an impressive experience of “emotional value” spending, please briefly describe the experience and how you felt