关于直播购物体验与消费者决策的调查 (Survey on Livestream Shopping Experiences and Consumer Decision-Making)

问卷说明

尊敬的参与者：
感谢您参与本次学术研究。本调查旨在探讨直播购物如何影响消费者的情绪、信任度及购买决策。

您的回答将保持匿名，且仅用于学术研究。
本调查预计耗时约3至5分钟。

感谢您的参与！

Dear participant,
Thank you for taking part in this academic research study. The purpose of this survey is to investigate how livestream shopping influences consumers’ emotions, trust, and purchase decisions.

Your responses will remain anonymous and will be used for academic purposes only.
This survey takes approximately 3–5 minutes.

Thank you for your time!

开始作答

关于直播购物体验与消费者决策的调查 (Survey on Livestream Shopping Experiences and Consumer Decision-Making)

您多久网购一次? How often do you shop online?

每月少于一次（Less than once a month）

每月1-3次（1-3 times per month）

每周1-2次（1-2 times per week）

每周超过5次（More than 5 times per week）

你多久看一次直播购物? How often do you watch livestream shopping sessions?

您在看直播购物时通常多久购买一次商品? How often do you purchase products during livestream shopping sessions?

在1到7分的评分标准中，您对网购平台的信任程度是多少? On a scale from 1 to 7, how much do you trust onlineshopping platforms?

完全不信任（Do not trust at all）

完全信任（Completely trust）

平均每周您在网购平台上浏览的时间大约是多少？On average, how much time do you spend browsing online shopping platforms each week?

少于 1 小时（Less than 1 hour）

1-3 小时（1-3 hours）

4-7 小时（4-7 hours）

8-14 小时（8-14 hours）

超过 14 小时（More than 14 hours）

您在过去3个月内是否通过直播购物（例如淘宝直播、抖音、小红书）购买过商品？Have you purchased a product through a livestream shopping session (e.g., Taobao Live,Douyin, Xiaohongshu) in the past 3 months?

是（Yes）

否（No）

请按以下等级表示您对下列陈述的认同程度。Please indicate how much you agree with the following statements.
（1 = 完全不同意 Strongly disagree，7 = 非常同意 Strongly agree）

情感投入（Emotional Engagement）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
看直播带货时，我会不自觉地产生情感共鸣。（I feel emotionally involved when watching livestream shopping sessions.）
看直播带货时，我会不自觉地产生情感共鸣。（I feel emotionally involved when watching livestream shopping sessions.）
我认为直播购物的过程很有意思，也很有参与感。（I find livestream shopping to be entertaining and engaging.）
我认为直播购物的过程很有意思，也很有参与感。（I find livestream shopping to be entertaining and engaging.）
观看直播时，我会感到激动和兴奋。（I feel excited during livestreams.）
观看直播时，我会感到激动和兴奋。（I feel excited during livestreams.）

拟社会互动（Parasocial Interaction）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
我觉得直播主播给我的感觉像朋友一样。（The livestream host feels like a friend to me.）
我觉得直播主播给我的感觉像朋友一样。（The livestream host feels like a friend to me.）
我会对直播主播产生一种个人层面的亲近感。（I feel a personal connection to the livestream host.）
我会对直播主播产生一种个人层面的亲近感。（I feel a personal connection to the livestream host.）
我觉得主播能够理解像我这样的人。（I feel as if the host understands people like me.）
我觉得主播能够理解像我这样的人。（I feel as if the host understands people like me.）

对主播的信任（Trust in the Host）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
我相信主播是诚实的，说的信息都真实可靠。（I believe the livestream host is honest and provides truthful information.）
我相信主播是诚实的，说的信息都真实可靠。（I believe the livestream host is honest and provides truthful information.）
我觉得主播很靠谱，不会误导观众。（I feel that the host is reliable and would not mislead viewers.）
我觉得主播很靠谱，不会误导观众。（I feel that the host is reliable and would not mislead viewers.）
我相信主播推荐产品是真心实意的，值得信赖。（I trust that the host gives product recommendations in a sincere and credible manner.）
我相信主播推荐产品是真心实意的，值得信赖。（I trust that the host gives product recommendations in a sincere and credible manner.）

10.

便利性的感受（Convenience Perception）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
直播购物让我觉得购买过程既快捷又轻松。（Livestream shopping makes the purchasing process feel fast and easy.）
直播购物让我觉得购买过程既快捷又轻松。（Livestream shopping makes the purchasing process feel fast and easy.）
通过直播购买商品能帮我节省时间。（Buying products through livestreams saves me time.）
通过直播购买商品能帮我节省时间。（Buying products through livestreams saves me time.）
直播能够让我更方便、快速地比较和挑选商品。（Livestreams make it easy for me to compare and select products quickly.）
直播能够让我更方便、快速地比较和挑选商品。（Livestreams make it easy for me to compare and select products quickly.）

11.

财务激励的感受（Perceived Financial Incentives）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
直播购物通常比普通线上购物更具价格优势。（Livestream shopping often offers better prices than regular online shopping.）
直播购物通常比普通线上购物更具价格优势。（Livestream shopping often offers better prices than regular online shopping.）
直播间的专属优惠会让我更容易马上下单。（Exclusive discounts in livestreams increase my willingness to buy immediately.）
直播间的专属优惠会让我更容易马上下单。（Exclusive discounts in livestreams increase my willingness to buy immediately.）
分期付款或延期付款等灵活支付方式，会让我更愿意购买。（Flexible payment options (e.g., installment or delayed payment) make me more willing to purchase.）
分期付款或延期付款等灵活支付方式，会让我更愿意购买。（Flexible payment options (e.g., installment or delayed payment) make me more willing to purchase.）

12.

为了确认您认真阅读题目，请在本题选择“同意”。To confirm that you are reading the questions carefully, please select “Agree” for this statement.

不

就不

同意

意同

13.

冲动购买意向：购买前阶段（Impulse Buying Intention: Pre-Purchase Stage）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
在观看直播之前，我通常已经清楚自己需要购买什么。（Before watching livestreams, I usually already know what I need to buy.）
在观看直播之前，我通常已经清楚自己需要购买什么。（Before watching livestreams, I usually already know what I need to buy.）
在看直播购物中，我经常靠直觉来决定是否购买。（I often rely on my immediate feelings when deciding whether to buy in livestreams.）
在看直播购物中，我经常靠直觉来决定是否购买。（I often rely on my immediate feelings when deciding whether to buy in livestreams.）
在直播购物时，下单前我不会花太多时间去比较其他替代产品。（Before buying products in livestreams, i do not spend much time evaluating alternatives before buying in livestreams.）
在直播购物时，下单前我不会花太多时间去比较其他替代产品。（Before buying products in livestreams, i do not spend much time evaluating alternatives before buying in livestreams.）

14.

冲动购买意向：购买阶段（Impulse Buying Intention: Purchase Stage）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
当主播强烈推荐某个产品时，我会想立刻购买。（When the host strongly recommends a product, I feel more compelled to buy immediately.）
当主播强烈推荐某个产品时，我会想立刻购买。（When the host strongly recommends a product, I feel more compelled to buy immediately.）
直播中的限时抢购或倒计时活动，会让我想立即下单。（Livestream flash deals or countdown timers make me want to buy immediately.）
直播中的限时抢购或倒计时活动，会让我想立即下单。（Livestream flash deals or countdown timers make me want to buy immediately.）
直播中对产品的展示方式，往往会增强我的购买欲望。（The way products are showcased in livestreams often increases my desire to buy.）
直播中对产品的展示方式，往往会增强我的购买欲望。（The way products are showcased in livestreams often increases my desire to buy.）

15.

冲动购买意向：购买后阶段（Impulse Buying Intention: Post-Purchase Stage）

	非常不同意 Strongly disagree	不同意 Disagree	有点不同意 Slightly disagree	中立 Neutral	有点同意 Slightly agree	同意 Agree	非常同意 Strongly agree
直播购物结束后，我有时会对自己在直播间购买的商品感到后悔。（After livestream shopping, i sometimes regret the products I buy during livestreams.）
直播购物结束后，我有时会对自己在直播间购买的商品感到后悔。（After livestream shopping, i sometimes regret the products I buy during livestreams.）
我经常在直播中购买原本没有计划要买的商品。（I often buy products in livestreams without planning to do so beforehand.）
我经常在直播中购买原本没有计划要买的商品。（I often buy products in livestreams without planning to do so beforehand.）
购买直播商品后，我有时会意识到自己的购买是冲动的。（After buying products in livestreams, I sometimes realize the purchase was impulsive.）
购买直播商品后，我有时会意识到自己的购买是冲动的。（After buying products in livestreams, I sometimes realize the purchase was impulsive.）

17.

您的性别？（Your gender？）

男性（Male）

女性（Female）

不希望透露（Prefer not to say）

18.

您的学历？（Your education level？）

高中/中专/技校（High school / vocational secondary school / technical school）

大学专科（Junior college (Associate degree)）

大学本科（Bachelor’s degree）

研究生及以上（Master or above）

不希望透露（Prefer not to say）

19.

您的月收入？（Your monthly income？）

3000人民币以下（Below 3,000 RMB）

3000-6000人民币

6000-9000人民币

9000人民币以上（Above 9,000 RMB）

不希望透露（Prefer not to say）