The Influence of KOLs on College Students' Travel Decision Making on Tik Tok Based on SOR Theory

Dear Classmates：
    Hello!
    We are currently conducting a study on the influence of opinion leaders on college students' travelling decisions based on SOR theory. We hope to gain a deeper understanding of how the content posted by key opinion leaders on Tik Tok plays a role in college students' travelling decisions.
    With the rapid development of social media, especially the rise of short video platforms, key opinion leaders have become an important factor influencing consumer decisions. We recognise that your time is valuable and it is expected to take 10-15 minutes to complete this questionnaire.
    This questionnaire is anonymous, and all data is only used for academic statistical analysis, while the questions in the questionnaire are not right or wrong, please fill in the questionnaire according to your real feelings and experiences. Thank you for your support and contribution!
   We sincerely hope that you can spare your valuable time to participate in this questionnaire, thank you for your support and cooperation! We wish you a happy life and good health!
If you have any questions or need further information, please feel free to contact us.
   Thank you!

Part I Information screening

*
1. Have you ever used Tik Tok?
A. Yes
B. No
*
3. Have you ever been influenced by Tik Tok opinion leaders to make travel decisions?
A. Yes
B. No
*
2. Do you know anything about opinion leaders (travel vloggers)?
A. Yes
B. No
*
4. Have you ever followed travelling Tik Tok short video opinion leaders?
A. Yes
B. No
*
5. By what means did you come across the online opinion leader of that Tik Tok video?
A. Exposure through swiping Tik Tok videos and seeing filming works
B. Contacts through recommendations from classmates, friends, etc.
C. Exposure through word-of-mouth from other networks
D. Exposed to travel information by searching for Tik Tok related information
E. Other routes

Part II

    This section surveys your knowledge of the characteristics of Tik Tok opinion leaders (travel Vs). Each number represents the degree of conformity of the question item with the subjective or actual situation of the individual. Depending on how well you know a particular Tik Tok opinion leader (Travel V), please tick the appropriate option.

I. Measurement of Characteristic Variables of Key opinion leaders

*
1、The online opinion leade of the Tik Tok video is influential within the travel community
strongly disagree
strongly agree
*
2、The online opinion leader of the Tik Tok short video is highly popular and followed in the travel community
strongly disagree
strongly agree
*
3、The online opinion leader of the Tik Tok video has a certain level of fame or notoriety within the travelling community
strongly disagree
strongly agree
*
4、Within the travel community, the Tik Tok leader has the relevant knowledge and expertise, and his short videos contain detailed and complete travel information.
strongly disagree
strongly agree
*
5、Within the travel community, the Tik Tok's online opinion leader is experienced in travel-related industries
strongly disagree
strongly agree
*
6、The short videos posted by this Tik Tok opinion leader are professionally shot and edited, with a high level of expression and phrasing in the copywriting
strongly disagree
strongly agree
*
7、The Tik Tok leader often picks and chooses short video messages to reply to
strongly disagree
strongly agree
*
8、This Tik Tok opinion leader often posts short videos answering questions from the public on topics of interest.
strongly disagree
strongly agree
*
9、The Tik Tok opinion leader regularly interacts with potential travellers in live online broadcasts
strongly disagree
strongly agree
*
10、I was able to respond positively to the topic started by this opinion leader in the Tik Tok video platform
strongly disagree
strongly agree
*
11、I think the information in the short video posted by the Tik Tok opinion leader is accurate
strongly disagree
strongly agree
*
12、I think the message of the short video posted by the Tik Tok leader is valuable
strongly disagree
strongly agree
*
13、I think the message of the short video posted by the Tik Tok opinion leader is clearly expressed and clearly understood
strongly disagree
strongly agree
*
14、I think the message of the short video posted by the Tik Tok opinion leader is comprehensive
strongly disagree
strongly agree
*
15、I believe that the short video posted by the Tik Tok online opinion leader is accompanied by a detailed and vivid written description of the video
strongly disagree
strongly agree
*
16、I think that the Tik Tok's key opinion leaders post intuitive, authentic sounding reviews
strongly disagree
strongly agree
*
17、I think the short videos posted by the Tik Tok online opinion leader have a visually immersive scenario experience
strongly disagree
strongly agree
*
18、The short video messages posted by this Tik Tok opinion leader tend to be the most up-to-date
strongly disagree
strongly agree
*
19、This Tik Tok opinion leader is able to maintain a high frequency of short video updates
strongly disagree
strongly agree
*
20、The short video messages posted by this Tik Tok leader often predate others
strongly disagree
strongly agree

II. Measurement scales for perceived value

*
21、I was able to be happily invested in the tourist information described in the short video posted by the Tik Tok leader
strongly disagree
strongly agree
*
22、I was able to stay focused while watching a short video posted by this Tik Tok opinion leader
strongly disagree
strongly agree
*
23、I don't feel time passing while watching short videos posted by this Tik Tok opinion leader
strongly disagree
strongly agree
*
24、I think I like the tourist information depicted in the short videos posted by the key opinion leaders of Tik Tok's short videos
strongly disagree
strongly agree
*
25、I feel that by implementing tourism with reference to the key opinion leaders of Tik Tok videos, I can have a more satisfying travel experience
strongly disagree
strongly agree
*
26、I think it's acceptable for key opinion leaders of Tik Tok to post information about scenic spots depicted in short videos
strongly disagree
strongly agree
*
27、Tik Tok's key opinion leaders post short videos that give me a pleasant, upbeat feeling
strongly disagree
strongly agree

III. Measurement of tourism decisions

*
28、This Tik Tok web opinion leader provided information that was helpful to me on my travels
strongly disagree
strongly agree
*
29、I will refer to the travel tips or travel information provided by Tik Tok's key opinion leaders before the actual trip.
strongly disagree
strongly agree
*
30、A short message posted by Tik Tok's online opinion leader about short video trips mentioned something I hadn't considered
strongly disagree
strongly agree
*
31、The short videos shared by Tik Tok's key opinion leaders changed my attitude and perception of a particular travel destination
strongly disagree
strongly agree
*
32、Short videos posted by key opinion leaders of this Tik Tok can assist me in making travel decisions
strongly disagree
strongly agree

Part III Demographic information

*
1.Your gender
A. Male
B. Female
C. Do not wish to disclose
*
2.Your age
A. Below 18 years
B. 18-20 years
C. 21-23 years
D. 24-26 years
E. 27 years and above
*
3.Your academic qualifications
A. College students
B. Undergraduate students
C. Master's students
D. Doctoral students
*
4.Your average monthly disposable amount
A. Below $500
B. $501-1500
C. $1501-2500
D. $2501-3500
E. Above $3500
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