淘宝服饰AI模特展示与购买意愿调查问卷

尊敬的先生/女士：
Dear Participant,

您好！我们正在进行一项关于“淘宝服饰购物体验与新技术应用”的学术研究。
We are conducting an academic study on shopping experiences and the use of new technologies in Taobao fashion e-commerce.

本问卷旨在了解您在浏览淘宝服饰商品时，对 AI 模特、AI 试穿图或 AI 生成上身效果图等展示方式的真实感受与看法。请根据您的实际淘宝服饰浏览经历作答。
This questionnaire aims to understand your perceptions of presentation formats such as AI models, AI virtual try-on images, and AI-generated clothing-on-body images when browsing fashion products on Taobao. Please answer based on your actual browsing experience.

填写说明：本问卷采用匿名方式，所收集的数据仅用于学术研究与统计分析，不会用于商业用途，也不会收集能够识别您个人身份的信息。
Instructions: This questionnaire is anonymous. The data collected will be used solely for academic research and statistical analysis. It will not be used for commercial purposes, and no personally identifiable information will be collected.

预计耗时：约 6—8 分钟。
Estimated completion time: Approximately 6–8 minutes.

感谢您的支持与参与！
Thank you for your participation!
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1.
您是否出生于1997年到2012年之间？/Were you born between 1997 and 2012?
是/yes
否/no
*
2.
您是否使用过淘宝或天猫等 App，并在过去一年内购买过服饰类商品? / Have you used the Taobao or Tmall app and purchased fashion products within the past year?
是 / Yes
否 / No
*
3.
您的性别是? / What is your gender?
男 / Male
女 / Female
*
4.
您目前的职业状态是? / What is your current occupational status?
在校学生 / Student
企业或公司职员 / Company employee
政府机关或事业单位工作人员 / Government or public-sector employee
个体经营者或自由职业者 / Self-employed or freelancer
暂未就业 / Currently unemployed
其他 / Other
*
5.

您的最高学历是？ / What is your highest level of education?

高中/中专及以下 / High school, vocational school, or below
大专 / Associate degree
本科 / Bachelor’s degree
硕士 / Master’s degree
博士及以上 / Doctoral degree or above
其他 / Other
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6.
在过去半年内，您是否在淘宝上见过或使用过 AI 模特展示、虚拟试穿图或 AI 生成的服装上身效果图? / During the past six months, have you seen or used AI model displays, virtual try-on images, or AI-generated clothing-on-body images on Taobao?
经常见到或使用 / Frequently
偶尔见到或使用 / Occasionally
从未见过或使用过 / Never
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7.
您的月均可支配收入是多少? / What is your average monthly disposable income?
3,000元以下 / Below RMB 3,000
3,001–5,000元 / RMB 3,001–5,000
5,001–8,000元 / RMB 5,001–8,000
8,001–12,000元 / RMB 8,001–12,000
12,000元以上 / Above RMB 12,000
*
8.
您平均每月在淘宝购买服饰类商品的频率是? / On average, how often do you purchase fashion products on Taobao each month?
1次及以下 / Once or less
2–3次 / 2–3 times
4–6次 / 4–6 times
7次及以上 / 7 times or more
这部分基于真实感受作答

请深呼吸，闭上眼睛回想一下您最近一次在淘宝浏览服饰商品的经历。假设您正在浏览一款服饰的商品详情页，页面上展示了一张模特试穿图/或买家秀。当您仔细观察时，您发现这张图片具有明显的 AI 生成特征，例如皮肤过于光滑完美、光影略显不自然，或者商家（是否）明确标注了“AI 模特”字样。请基于刚才这个具体的画面，对以下描述进行评价，表达你的真实感受。

AI生成图片信息可参考下方类似图：


Please take a moment to recall your most recent experience of browsing fashion products on Taobao. Imagine that you are viewing the product details page of a dress, which includes an image of a model wearing the dress. Upon closer observation, you notice clear signs that the image may have been generated using AI, such as unusually smooth and flawless skin, slightly unnatural lighting, or an explicit “AI Model” label provided by the seller. Please evaluate the following statements based on this specific scenario.

注：所有题目均采用 7 点李克特量表表达感受：
1＝非常不符合 / Does not reflect my experience at all
2＝比较不符合 / Does not reflect my experience
3＝有点不符合 / Slightly does not reflect my experience
4＝一般 / Neutral
5＝有点符合 / Slightly reflects my experience
6＝比较符合 / Reflects my experience
7＝非常符合 / Fully reflects my experience
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9.
您对淘宝服饰商品使用 AI 模特或 AI 生成上身效果图持什么态度？
what is your attitude towards the use of AI models or AI-generated clothing-on-body images in Taobao fashion product presentations?
很不同意
很同意
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10.
在浏览淘宝服饰商品时，我经常会接触到AI模特、AI试穿图或AI生成的上身效果图。
When browsing fashion products on Taobao, I frequently encounter AI models, AI virtual try-on images, or AI-generated clothing-on-body images.
很不符合
很符合
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11.
我能够明显感受或者识别（分辨）到 AI 技术参与了淘宝服饰模特图或上身效果图的制作。
I can clearly perceive the involvement of AI technology in the creation of model images or clothing-on-body images for Taobao fashion products.
很不符合
很符合
*
12.
在我接触到的淘宝服饰展示中，AI技术参与模特形象或服装上身效果制作的程度较高。
In the Taobao fashion presentations I encounter, AI technology appears to be substantially involved in creating model images or clothing-on-body effects.
很不符合
很符合
*
13.
我感觉现在淘宝上很多服饰商品都在使用AI模特或AI生成的上身效果图。
I feel that many fashion products on Taobao currently use AI models or AI-generated clothing-on-body images.
很不符合
很符合
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14.
我认为 AI 生成的商品展示图能够较真实地呈现服装的颜色。
I believe that AI-generated product display images can represent the colour of the clothing realistically.
很不符合
很符合
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15.

我认为 AI 生成的商品展示图能够准确呈现服装的面料质感，例如面料的纹理、厚薄和光泽。
I believe that AI-generated product display images can accurately represent the fabric qualities of the clothing, such as its texture, thickness, and sheen.

很不符合
很符合
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16.

我认为 AI 生成的模特展示图能够真实呈现服装穿着后的版型和合身效果，例如腰部位置、衣长和袖长。
I believe that AI-generated model images can accurately represent the clothing’s silhouette and fit when worn, such as the waist position, garment length, and sleeve length.

很不符合
很符合
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17.
我认为 AI 生成的模特展示图所呈现的服装上身效果自然、真实，接近真人实际穿着的效果。
I believe that AI-generated model images present the clothing in a natural and realistic way that closely resembles how it would look when worn by a real person.
很不符合
很符合
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18.
我认为 AI 生成的商品展示内容整体上自然、可信，没有经过度修饰或美化。
I believe that AI-generated product display content appears natural and credible, without excessive alteration or enhancement.
很不符合
很符合
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19.
在浏览淘宝服饰商品时，我会留意商家是否明确说明商品展示中使用了 AI 技术，例如标注“AI 模特”或“AI 试穿”。
When browsing fashion products on Taobao, I pay attention to whether the seller clearly discloses the use of AI technology in the product presentation, for example by labelling it as an “AI model” or “AI virtual try-on.”
很不符合
很符合
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20.
商家清楚标明了哪些商品展示内容是由 AI 生成或处理的。
The seller clearly identified which parts of the product presentation were generated or processed using AI.
很不符合
很符合
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21.
商家的说明让我能够了解 AI 技术在商品展示中的具体用途。
The seller’s explanation enabled me to understand how AI technology was used in the product presentation.
很不符合
很符合
*
22.
商家的AI说明标注让我能够了解 AI 展示可能存在的局限，例如与实物效果之间可能存在差异。
The seller’s explanation enabled me to understand the possible limitations of AI-generated presentation, such as potential differences from the actual product.
很不符合
很符合
*
23.
总体而言，我认为商家在 AI 技术使用方面是坦诚和透明的，没有刻意隐瞒。
Overall, I believe that the seller was open and transparent about its use of AI technology and did not deliberately conceal it.
很不符合
很符合
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24.
当我发现淘宝服饰商品使用了 AI 模特展示时，我仍会考虑购买该商品。
When I notice that a fashion product on Taobao uses AI model presentation, I would still consider purchasing it.
很不符合
很符合
*
25.
如果商品符合我的需求，我愿意购买使用 AI 模特展示的淘宝服饰商品。
If the product meets my needs, I would be willing to purchase a Taobao fashion product presented using AI models.
很不符合
很符合
*
26.
在购买淘宝服饰时，我会将使用 AI 模特展示的商品纳入考虑范围。
When purchasing fashion products on Taobao, I would include products using AI model presentation in my consideration.
很不符合
很符合
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27.
即使商品符合我的需求，我也会因为这是AI模特展示而犹豫是否购买。
Even if the product meets my needs, I would hesitate to purchase it because it is presented using an AI model
很不符合
很符合
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28.
如果商家明确标注或说明商品展示中使用了 AI 技术，我购买使用 AI 模特展示的淘宝服饰商品的可能性会提高。
If the seller clearly labels or discloses the use of AI technology in the product presentation, I would be more likely to purchase Taobao fashion products presented using AI models.
很不符合
很符合
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