University Students Ecommerce Platform Preference and Consumer Behavior Survey
大学生对电商平台的选择偏好及消费行为问卷

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1.What is your gender
Male
Female
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2.What is your academic year
Freshman
Sophomore
Junior
Senior
Postgraduate and above
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3.Which e-commerce platform do you use most frequently?
Taobao/Tmall
JD.com
Pinduoduo
Douyin E-commerce
Xiaohongshu
Other
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4.What is the primary reason for choosing this platform?
Wide variety of goods
Competitive prices/Promotions
Fast logistics/delivery speed
Good product quality and reliable after-sales service
Accurate content recommendations (e.g., live streams, short videos, notes)
User-friendly interface and operation
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5.On average, how frequently do you shop on e-commerce platforms per month?
Once or less
2-5 times
6-10 times
11 times or more
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6.What is your average spending per order on e-commerce platforms?
50 RMB or less
51 - 100 RMB
101 - 200 RMB
201 - 500 RMB
501 RMB or more
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7.What are the main categories of goods you purchase on e-commerce platforms?【多选题】
Clothing, Shoes ＆ Bags
Beauty ＆ Skincare Products
Digital ＆ Electronic Products
Food ＆ Beverages
Home ＆ Living Goods
Stationery ＆ School Supplies
Other
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8.In which scenarios do you typically make purchases?【多选题】
Active search when having a clear need
Attracted by promotional events (e.g., Double 11, 618)
"Influenced" by content (live streams/short videos/notes)
Friend recommendations or group buying
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9.Before making a purchase, how often do you actively compare prices across different platforms?
Always
Often
Occasionally
Rarely
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10.Do membership benefits (e.g., free shipping, discount coupons) on a platform encourage you to spend more there?
Yes, significantly
Yes, to some extent
Slightly
Not at all
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11.Compared to other platforms, how would you rate the 'logistics and delivery speed' of your most frequently used platform?
Much faster than others
Slightly faster than others
About the same
Slightly slower than others
Much slower than others
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12.How satisfied are you with the 'after-sales service' (e.g., return and exchange process) of your most used platform?
Very satisfied
Quite satisfied
Neutral
Somewhat dissatisfied
Very dissatisfied
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13.Which method do you prefer for learning about product information?
Product detail pages and user reviews
Live stream explanations
Recommendations from bloggers/KOLs (short videos, articles)
Directly asking friends
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14.In the next six months, how likely are you to switch your primary e-commerce platform?
Very likely
Somewhat likely
Unsure
Not very likely
Not at all likely
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15.How likely are you to recommend your most frequently used platform to a friend or classmate? (Please rate on a 0-10 scale)
 (Please rate on a 0-10 scale)
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