探讨顾客参与、顾客满意度与顾客企业信誉之间的关系—

尊敬的受访者：您好！本次问卷旨在基于信号理论，研究中国消费者视角下苹果公司顾客参与（CE）、顾客满意度（CS）与顾客企业声誉（CCR）之间的关系。问卷所有题目无对错之分，仅用于学术研究。您的个人信息将严格保密，所有数据仅用于整体统计分析，绝不泄露个人隐私。请根据您使用苹果产品 / 服务的真实感受作答。感谢您抽出宝贵时间完成问卷！

Dear Respondent: Hello! This questionnaire aims to study the relationship between customer engagement (CE), customer satisfaction (CS), and customer corporate reputation (CCR) from the perspective of Chinese consumers based on the signal theory. All questions in the questionnaire have no right or wrong answers and are only used for academic research. Your personal information will be strictly confidential. All data will only be used for overall statistical analysis and will never disclose personal privacy. Please answer according to your true feelings about using Apple products/services. Thank you for taking the time to complete the questionnaire!

量表说明

以下所有题目（除非特别说明）均采用7 级李克特量表： 1 = 非常不同意，2 = 不同意，3 = 有点不同意，4 = 中立，5 = 有点同意，6 = 同意，7 = 非常同意

Scale Description
All the following questions (unless otherwise specified) are measured using a 7-point Likert scale:
1 = Strongly Disagree, 2 = Disagree, 3 = Slightly Disagree, 4 = Neutral, 5 = Slightly Agree, 6 = Agree, 7 = Strongly Agree

顾客企业声誉（CCR）

Customer Enterprise Reputation (CCR)

请根据您对苹果公司的认知和感受评价：

Please rate based on your understanding and feelings about Apple Inc.:

	很不同意	2	3	4	5	6	很同意
1. 我认为苹果公司尊重顾客 1. I believe that Apple respects its customers.
1. 我认为苹果公司尊重顾客 1. I believe that Apple respects its customers.
2. 我认为苹果公司非常关心顾客 2. I think Apple cares deeply about its customers.
2. 我认为苹果公司非常关心顾客 2. I think Apple cares deeply about its customers.
3. 我认为苹果公司重视顾客的福祉 3. I think Apple values the well-being of its customers.
3. 我认为苹果公司重视顾客的福祉 3. I think Apple values the well-being of its customers.
4. 我认为苹果公司努力理解顾客需求 4. I think Apple strives to understand the needs of its customers.
4. 我认为苹果公司努力理解顾客需求 4. I think Apple strives to understand the needs of its customers.
5. 我认为苹果公司重视顾客意见 5. I think Apple values customer opinions.
5. 我认为苹果公司重视顾客意见 5. I think Apple values customer opinions.
6. 我认为苹果公司在运营方面与公众进行公开透明的沟通 6. I believe that Apple Company conducts open and transparent communication with the public regarding its operations.
6. 我认为苹果公司在运营方面与公众进行公开透明的沟通 6. I believe that Apple Company conducts open and transparent communication with the public regarding its operations.
7. 我觉得苹果公司在兑现其品牌承诺方面是值得信赖的 7. I believe that Apple Company is trustworthy in fulfilling its brand promises.
7. 我觉得苹果公司在兑现其品牌承诺方面是值得信赖的 7. I believe that Apple Company is trustworthy in fulfilling its brand promises.
8. 我相信苹果公司拥有保持其市场领导地位的顶尖专业知识与业务能力 8. I believe that Apple possesses the top-level expertise and business capabilities necessary to maintain its market leadership position.
8. 我相信苹果公司拥有保持其市场领导地位的顶尖专业知识与业务能力 8. I believe that Apple possesses the top-level expertise and business capabilities necessary to maintain its market leadership position.
9. 在我看来，苹果公司是一家财务实力雄厚且可靠的公司 9. In my opinion, Apple is a company with strong financial strength and reliability.
9. 在我看来，苹果公司是一家财务实力雄厚且可靠的公司 9. In my opinion, Apple is a company with strong financial strength and reliability.
10. 我认为苹果公司始终履行对顾客的承诺 10. I think Apple always fulfills its promises to customers.
10. 我认为苹果公司始终履行对顾客的承诺 10. I think Apple always fulfills its promises to customers.
11. 我认为苹果公司提供可靠且高质量的硬件产品 11. I believe that Apple offers reliable and high-quality hardware products.
11. 我认为苹果公司提供可靠且高质量的硬件产品 11. I believe that Apple offers reliable and high-quality hardware products.
12. 我认为苹果公司不断推出引领市场潮流的创新产品/服务 12. I believe that Apple consistently launches innovative products/services that lead the market trend.
12. 我认为苹果公司不断推出引领市场潮流的创新产品/服务 12. I believe that Apple consistently launches innovative products/services that lead the market trend.
13. 我觉得苹果公司产品的质量稳定一致 13. I think the quality of Apple's products is consistent and stable.
13. 我觉得苹果公司产品的质量稳定一致 13. I think the quality of Apple's products is consistent and stable.
14. 我认为苹果公司提供极佳的客户支持（售后）与零售店服务 14. I think Apple offers excellent customer support (after-sales service) and retail store services.
14. 我认为苹果公司提供极佳的客户支持（售后）与零售店服务 14. I think Apple offers excellent customer support (after-sales service) and retail store services.
15. 我认为苹果公司的产品 / 服务物有所值 15. I think Apple's products/services are worth the money.
15. 我认为苹果公司的产品 / 服务物有所值 15. I think Apple's products/services are worth the money.
16. 我认为苹果公司所代表的价值观与我个人价值观一致 16. I think the values represented by Apple align with my personal values.
16. 我认为苹果公司所代表的价值观与我个人价值观一致 16. I think the values represented by Apple align with my personal values.
17. 我认为苹果公司的品牌理念符合我对生活的期待 17. I think Apple's brand concept meets my expectations for life.
17. 我认为苹果公司的品牌理念符合我对生活的期待 17. I think Apple's brand concept meets my expectations for life.
18. 我认同苹果公司传递的品牌文化 18. I agree with the brand culture conveyed by Apple.
18. 我认同苹果公司传递的品牌文化 18. I agree with the brand culture conveyed by Apple.
19. 我认为苹果公司的品牌使命与我所关注的事物产生共鸣 19. I think Apple's brand mission resonates with the things I care about.
19. 我认为苹果公司的品牌使命与我所关注的事物产生共鸣 19. I think Apple's brand mission resonates with the things I care about.
20. 我认为选择苹果体现了我向往的生活方式 20. I think choosing Apple represents the lifestyle I aspire to.
20. 我认为选择苹果体现了我向往的生活方式 20. I think choosing Apple represents the lifestyle I aspire to.
21. 我认为在我的社交圈中，使用苹果产品被视为积极正面的行为 21. I think in my social circle, using Apple products is regarded as a positive behavior.
21. 我认为在我的社交圈中，使用苹果产品被视为积极正面的行为 21. I think in my social circle, using Apple products is regarded as a positive behavior.
22. 我发现身边人对苹果公司印象良好 22. I find that people around me have a good impression of Apple.
22. 我发现身边人对苹果公司印象良好 22. I find that people around me have a good impression of Apple.
23. 我认为使用苹果产品能在社交圈中获得认可 23. I think using Apple products can gain recognition in the social circle.
23. 我认为使用苹果产品能在社交圈中获得认可 23. I think using Apple products can gain recognition in the social circle.
24. 我发现身边人经常推荐苹果产品或服务 24. I find that people around me often recommend Apple products or services.
24. 我发现身边人经常推荐苹果产品或服务 24. I find that people around me often recommend Apple products or services.
25. 我认为与苹果产生关联能提升我的社会形象 25. I believe that having an association with Apple will enhance my social image.
25. 我认为与苹果产生关联能提升我的社会形象 25. I believe that having an association with Apple will enhance my social image.
26. 我认为苹果公司注重环境保护 26. I think Apple is committed to environmental protection.
26. 我认为苹果公司注重环境保护 26. I think Apple is committed to environmental protection.
27. 我认为苹果公司积极支持社会公益事业 27. I think Apple actively supports social welfare causes.
27. 我认为苹果公司积极支持社会公益事业 27. I think Apple actively supports social welfare causes.
28. 我认为苹果公司真正关心社区发展 28. I think Apple truly cares about community development.
28. 我认为苹果公司真正关心社区发展 28. I think Apple truly cares about community development.
29. 我认为苹果公司展现了对中国本土市场可持续发展的坚定承诺和责任感 29. I believe that Apple has demonstrated a firm commitment and sense of responsibility towards the sustainable development of the Chinese domestic market.
29. 我认为苹果公司展现了对中国本土市场可持续发展的坚定承诺和责任感 29. I believe that Apple has demonstrated a firm commitment and sense of responsibility towards the sustainable development of the Chinese domestic market.
30. 我认为苹果公司在社会中扮演负责任的企业公民角色 30. I think Apple plays the role of a responsible corporate citizen in society.
30. 我认为苹果公司在社会中扮演负责任的企业公民角色 30. I think Apple plays the role of a responsible corporate citizen in society.

	很不同意	2	3	4	5	6	很同意
1. 我会密切关注与苹果公司相关的信息 1. I will closely monitor the information related to Apple Inc.
1. 我会密切关注与苹果公司相关的信息 1. I will closely monitor the information related to Apple Inc.
2. 我对苹果公司的相关新闻和最新动态非常感兴趣 2. I am very interested in the news and latest developments of Apple Inc.
2. 我对苹果公司的相关新闻和最新动态非常感兴趣 2. I am very interested in the news and latest developments of Apple Inc.
3. 我乐于追踪苹果公司的新闻并参与相关讨论 3. I am glad to follow the news about Apple and participate in the related discussions.
3. 我乐于追踪苹果公司的新闻并参与相关讨论 3. I am glad to follow the news about Apple and participate in the related discussions.
4. 我对与苹果公司的关系抱有热情 4. I have enthusiasm for the relationship with Apple Inc.
4. 我对与苹果公司的关系抱有热情 4. I have enthusiasm for the relationship with Apple Inc.
5. 我乐于与苹果公司进行互动 5. I am willing to interact with Apple Inc.
5. 我乐于与苹果公司进行互动 5. I am willing to interact with Apple Inc.
6. 我对苹果公司提供的产品 / 服务感兴趣 6. I am interested in the products/services provided by Apple Inc.
6. 我对苹果公司提供的产品 / 服务感兴趣 6. I am interested in the products/services provided by Apple Inc.
7. 我喜欢向他人分享我使用苹果产品 / 服务的体验 7. I enjoy sharing with others my experiences using Apple products/services.
7. 我喜欢向他人分享我使用苹果产品 / 服务的体验 7. I enjoy sharing with others my experiences using Apple products/services.
8. 我会和他人谈论苹果公司 8. I will talk about Apple Inc. with others.
8. 我会和他人谈论苹果公司 8. I will talk about Apple Inc. with others.
9. 我感觉自己与其他苹果用户有联结感 9. I feel a connection with other Apple users.
9. 我感觉自己与其他苹果用户有联结感 9. I feel a connection with other Apple users.
10. 我乐于成为苹果用户群体中的一员 10. I am willing to be a member of the Apple user group.
10. 我乐于成为苹果用户群体中的一员 10. I am willing to be a member of the Apple user group.

	很不同意	2	3	4	5	6	很同意
1. 我对选择使用苹果产品 / 服务的决定非常满意 1. I am extremely satisfied with the decision to use Apple products/services.
1. 我对选择使用苹果产品 / 服务的决定非常满意 1. I am extremely satisfied with the decision to use Apple products/services.
2. 我使用苹果产品 / 服务的整体体验感到非常满意 2. I am extremely satisfied with the overall experience of using Apple products/services.
2. 我使用苹果产品 / 服务的整体体验感到非常满意 2. I am extremely satisfied with the overall experience of using Apple products/services.
3. 我觉得苹果公司的产品 / 服务完全符合我的预期 3. I think the products/services of Apple Company fully meet my expectations.
3. 我觉得苹果公司的产品 / 服务完全符合我的预期 3. I think the products/services of Apple Company fully meet my expectations.
4. 我觉得使用苹果产品/服务能给我带来个人愉悦感和情绪满足感 4. I feel that using Apple products/services can bring me personal pleasure and emotional satisfaction.
4. 我觉得使用苹果产品/服务能给我带来个人愉悦感和情绪满足感 4. I feel that using Apple products/services can bring me personal pleasure and emotional satisfaction.
5. 我与苹果公司之间有着超越交易关系的紧密联系 5. I have a very close connection with Apple Inc. that goes beyond a mere business relationship.
5. 我与苹果公司之间有着超越交易关系的紧密联系 5. I have a very close connection with Apple Inc. that goes beyond a mere business relationship.

探讨顾客参与、顾客满意度与顾客企业信誉之间的关系——以苹果公司的中国用户为例

量表说明

探讨顾客参与、顾客满意度与顾客企业信誉之间的关系——以苹果公司的中国用户为例