Gen Z消费者对于香水品牌的消费态度

This survey is part of academic research at  University of Southampton. It explores how fragrance brand storytelling influences consumer responses. All responses are anonymous and will be used for academic purposes only. Completion takes approximately 8–10 minutes.
这项调查是南安普顿大学学术研究的一部分。它探讨了香水品牌的故事叙述如何影响消费者的反应。所有的回答都是匿名的，只用于学术目的。完成大约需要8-10分钟。
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1.
What is your age?  您的年龄
Under 18 (→ End of survey)
18–24
25-28
29 or above (→ End of survey)
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2.
What is your gender identity? 
您的性别
Female 女性
Male 男性
Gender fluid 性别流动
Prefer not to say 不愿回答
*
3.
How often do you use fragrance products (e.g. perfume, eau de toilette, body mist) 
您多久使用一次香氛产品（例如香水、淡香水、身体喷雾）
Never (→ End of survey) 从不使用
Rarely (a few times a year) 很少（一年几次）
Regularly (at least once a week) 定期（每周至少一次）
Daily 每天都用
*
4.
Which social media platforms do you use to discover or learn about fragrance brands?      
您使用哪些社交媒体平台来发现或了解香水品牌？
TikTok
Weibo
Rednote
I do not use social media to discover fragrance brands (→ End of survey)
我不使用社交媒体来了解香水品牌
5.

A："When you open the window in the early morning, the fine, cold mist mixed with the scent of crushed grass rushes in. This refreshing aroma instantly awakens your senses, allowing you to completely release the fatigue and dullness that have been building up for so long."

“清晨打开窗户，细密的冷雾混合着青草的清香扑面而来。这清新的气息瞬间唤醒你的感官，让你彻底摆脱积聚已久的疲惫和倦怠。”

*
6.
Still referring to Narrative A, select the option below that you agree with.
仍然以叙述A为例，请选择以下您同意的选项。
This narrative made me feel an emotional connection to this fragrance.
这段描述让我对这款香水产生了情感上的共鸣。
After reading this narrative, I would want to experience this fragrance primarily because of the feeling it evokes, rather than its actual scent.
读完这篇描述后，我更想体验这款香水，主要是因为它唤起的情感，而非它本身的香味。
This narrative reflects something about how I see myself or how I want to feel.
这种叙述反映了我对自己的某种看法，或者我想要感受到的某种情绪。
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7.
Still referring to Narrative A, select the option below that you agree with.
仍然以叙述A为例，请选择以下您同意的选项。
I feel positively towards this brand after reading this narrative.
读完这篇文章后，我对这个品牌产生了好感。
This narrative made me feel a sense of warmth or connection towards this brand.
这段叙述让我对这个品牌产生了一种温暖的情感或亲近感。
*
8.
Still referring to Narrative A, select the option below that you agree with.
仍然以叙述A为例，请选择以下您同意的选项。
After reading this narrative, I would want to find out more about this brand or its products.
读完这篇文章后，我很想了解更多关于这个品牌或其产品的信息。
I would consider sharing or recommending this brand to others based on this narrative.
基于这样的描述，我会考虑向其他人分享或推荐这个品牌。
*
9.

A："When you open the window in the early morning, the fine, cold mist mixed with the scent of crushed grass rushes in. This refreshing aroma instantly awakens your senses, allowing you to completely release the fatigue and dullness that have been building up for so long."

“清晨打开窗户，细密的冷雾混合着青草的清香扑面而来。这清新的气息瞬间唤醒你的感官，让你彻底摆脱积聚已久的疲惫和倦怠。”

Score based on your level of agreement with the narrative.
根据你对叙述的认同程度进行评分。
不同意(1)
同意(5)
10.

B："Open this bottle of sandalwood incense, made from a century-old recipe. The familiar and warm scent seems to take you back to the old study in your childhood afternoons, allowing you to rediscover the foundation and peace deep within your heart in the fragrance that transcends time."

“打开这瓶檀香，它采用百年秘方制成。那熟悉而温暖的香气仿佛带你回到童年午后的书房，让你在这超越时间的芬芳中，重新找回内心深处的平静与安宁。”

*
11.
Still referring to Narrative B, select the option below that you agree with.
仍然以叙述B为例，请选择以下您同意的选项。
This narrative made me feel an emotional connection to this fragrance.
这段描述让我对这款香水产生了情感上的共鸣。
After reading this narrative, I would want to experience this fragrance primarily because of the memory or feeling it evokes, rather than its actual scent.
读完这篇叙述后，我想要体验这款香水，主要是因为它唤起的记忆或感觉，而不是它本身的香味。
This narrative reminded me of a personal memory or feeling I associate with my own life.
这段叙述让我想起了我自己生活中的一段个人记忆或感受。
*
12.
Still referring to Narrative B, select the option below that you agree with.
仍然以叙述B为例，请选择以下您同意的选项。
I feel positively towards this brand after reading this narrative.
读完这篇文章后，我对这个品牌产生了好感。
This narrative made me feel a sense of warmth or nostalgia towards this brand.
这段叙述让我对这个品牌产生了一种温暖或怀旧的感觉。
*
13.
Still referring to Narrative B, select the option below that you agree with.
仍然以叙述B为例，请选择以下您同意的选项。
After reading this narrative, I would want to find out more about this brand or its products.
读完这篇文章后，我很想了解更多关于这个品牌或其产品的信息。
I would consider sharing or recommending this brand to others based on this narrative.
基于这样的描述，我会考虑向其他人分享或推荐这个品牌。
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14.

The feelings and memories this narrative evoked directly motivated me to want to engage with this brand further.

这个故事唤起的情感和回忆直接促使我想要进一步了解这个品牌。

Score based on your level of agreement with the narrative.
根据你对叙述的认同程度进行评分。
不同意(1)
同意(5)
15.
C："This is not just a fragrance, but a silent expression of your minimalist and gender-equal lifestyle—in the midst of a bustling crowd, this unique and resolute aura allows you to instantly recognize those free souls who also refuse to be defined."

“这不仅仅是一款香水，更是你极简主义和性别平等生活方式的无声表达——在熙熙攘攘的人群中，这种独特而坚定的气息让你能够立即识别出那些同样拒绝被定义的自由灵魂。”
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16.
Still referring to Narrative C, select the option below that you agree with.
仍然以叙述C为例，请选择以下您同意的选项。
This narrative made me feel an emotional connection to this brand.
这个故事让我对这个品牌产生了情感上的共鸣。
After reading this narrative, I would want to purchase this fragrance partly because it reflects values I care about.
读完这篇文章后，我想购买这款香水，部分原因是它反映了我所珍视的价值观。
This narrative resonates with the kind of consumer I see myself as or aspire to be.
这种说法与我自认为的或渴望成为的那种消费者的形象产生了共鸣。
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17.
Still referring to Narrative C, select the option below that you agree with.
仍然以叙述C为例，请选择以下您同意的选项。
I feel positively towards this brand after reading this narrative.
读完这篇文章后，我对这个品牌产生了好感。
This narrative made me feel a sense of respect or alignment towards this brand.
这段叙述让我对这个品牌产生了一种尊重或认同感。
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18.
Still referring to Narrative C, select the option below that you agree with.
仍然以叙述C为例，请选择以下您同意的选项。
After reading this narrative, I would want to find out more about this brand's ingredients or practices.
读完这篇文章后，我很想了解更多关于这个品牌的成分或生产方式的信息。
I would consider sharing or recommending this brand to others based on this narrative.
基于这样的描述，我会考虑向其他人分享或推荐这个品牌。
*
19.

The sense of value-alignment I felt while reading this narrative directly motivated me to want to engage with this brand further.

阅读这篇文章时，我感受到了一种价值观上的契合，这直接促使我想要进一步了解这个品牌。

Score based on your level of agreement with the narrative.
根据你对叙述的认同程度进行评分。
不同意(1)
同意(5)
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