TikTok Shop Philippines Livestream E-commerce Trust Mechanism and Purchase Intention Survey

Dear Participant, Hello! I am a PhD student in Technology Managementat the Technological University of the Philippines (TUP). Thank you for participating in this academic research study on TikTok Shop livestream shopping experiences. Research Purpose: This study aims to understand consumers' trust formation mechanisms and purchase decision behaviors during TikTok livestream shopping. Eligibility Criteria: You have watched at least 10 minutes of TikTok livestreams and completed at least one purchase within the past 3 months. Time Required: This questionnaire contains approximately 35 questions and will take approximately 8-10 minutes to complete. Privacy Protection: This questionnaire is completely anonymous and does NOT collect any personally identifiable information (such as name, address, IP address, or email). All data will be used solely for academic research and will be kept strictly confidential. Voluntary Participation: Your participation is entirely voluntary. You have the right to withdraw at any time without providing any reason and without any negative consequences. Informed Consent: By clicking "Agree and Start," you acknowledge that you have read and understood the above information and voluntarily agree to participate in this study. Contact Information: If you have any questions, please contact:18806060402@163.com. Thank you for your valuable time and honest responses!
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Q1. Informed Consent
Agree and Start (Continue to survey)
Disagree (Exit survey)
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Q2. S1. Do you currently reside in the Philippines?
Yes
No
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Q3. S2. Do you use the TikTok application?
Yes
No
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Q4. S3. In the past 3 months, have you watched at least 10 minutes of TikTok livestreams?
Yes
No
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Q5. S4. In the past 3 months, have you completed at least one purchase on TikTok Shop?
Yes
No
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Q6. S5. What is your age?
Under 18
18-25 years
26-35 years
36-45 years
46 years and above
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Q7. B1. How often do you use TikTok?
Once a week or less
2-3 times per week
Once per day
Multiple times per day
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Q8. B2. How often do you shop on TikTok Shop?
Never used
Less than once per month
1-2 times per month
1-2 times per week
3 or more times per week
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Q9. B3. What is your average watch duration per TikTok livestream session?
Less than 15 minutes
15-30 minutes
31-60 minutes
1-2 hours
More than 2 hours
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Q10. B4. Which product categories do you most frequently watch in livestreams? (Select all that apply)
Beauty and Skincare
Fashion and Apparel
Electronics
Home and Living
Food and Beverage
Health and Wellness
Baby and Maternity
Other
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Q11. B5. What is your average monthly spending on TikTok Shop (PHP)?
Below 500 PHP
500-1,999 PHP
2,000-4,999 PHP
5,000-9,999 PHP
10,000 PHP or above
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Q12. Vividness - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: VIV1. TikTok livestream visuals are clear and smooth
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SubQ2: VIV2. Product display angles in livestreams are diverse
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SubQ3: VIV3. The color and detail presentation in livestreams is good
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SubQ4: VIV4. Overall, the visual experience of livestreams is attractive
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Q13. Metavoicing (Commentary Interaction) - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: MET1. The livestream commentary section provides genuine feedback from other buyers
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SubQ2: MET2. I refer to commentary information to judge product quality
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SubQ3: MET3. Other viewers' questions and answers are very helpful to me
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SubQ4: MET4. Commentary interaction helps me understand products better
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Q14. Parasocial Interaction - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PSI1. I feel I know this anchor quite well
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SubQ2: PSI2. If this anchor stopped streaming, I would feel disappointed
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SubQ3: PSI3. I feel this anchor is like a friend to me
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SubQ4: PSI4. I care about the anchor's personal life and updates
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SubQ5: PSI5. Watching this anchor's livestream makes me feel relaxed and happy
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Q15. Anchor Attractiveness - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: ATR1. This anchor appears professional
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SubQ2: ATR2. This anchor is trustworthy
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SubQ3: ATR3. This anchor knows the products well
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SubQ4: ATR4. This anchor is very personable
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SubQ5: ATR5. This anchor's recommendations are persuasive
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Q16. Platform Trust - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PT1. I believe TikTok will protect my transaction security
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SubQ2: PT2. TikTok has sufficient capability to handle transaction disputes
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SubQ3: PT3. TikTok will protect my personal privacy information
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SubQ4: PT4. Overall, I trust the TikTok platform
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Q17. Product Trust - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PDT1. I believe the products shown in livestreams are reliable
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SubQ2: PDT2. I have confidence in the actual performance of the products
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SubQ3: PDT3. The likelihood that product descriptions match actual items is high
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SubQ4: PDT4. I believe purchasing this product will not disappoint me
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Q18. Seller Trust - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: SET1. I believe this seller will ship orders on time
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SubQ2: SET2. I believe the seller will properly handle after-sales issues
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SubQ3: SET3. This seller is honest
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SubQ4: SET4. I believe the seller will not defraud consumers
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Q19. Purchase Intention - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PI1. I am likely to purchase products recommended by this anchor
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SubQ2: PI2. I would consider placing an order in the livestream
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SubQ3: PI3. If I have a need, I would prioritize products from livestreams
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SubQ4: PI4. The likelihood of my purchasing this product is high
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Q20. D1. What is your gender?
Female
Male
Prefer not to say
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Q21. D2. What is your highest level of education?
High school or below
Some college/university
College/University graduate
Postgraduate degree or higher
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Q22. D3. What is your current employment status?
Full-time employed
Part-time employed
Freelancer
Student
Homemaker
Retired
Other
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Q23. D4. What is your approximate personal monthly income (PHP)?
Below 20,000 PHP
20,000 - 40,000 PHP
40,001 - 60,000 PHP
60,001 - 80,000 PHP
Above 80,001 PHP
Prefer not to say
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Q24. D5. In which region of the Philippines do you currently reside?
Metro Manila (NCR)
Luzon
Visayas
Mindanao
Thank you for your participation! Your responses are highly valuable to this research. All data will be used solely for academic purposes and will be kept strictly confidential. If you have any questions about this study or wish to receive a summary of the research findings, please contact: 18806060402@163.com. Wishing you happiness and enjoyable shopping!
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