Part I Information screening
1. Have you ever used Tik Tok? A. Yes B. No
3. Have you ever been influenced by Tik Tok opinion leaders to make travel decisions? A. Yes B. No
2. Do you know anything about opinion leaders (travel vloggers)? A. Yes B. No
4. Have you ever followed travelling Tik Tok short video opinion leaders? A. Yes B. No
5. By what means did you come across the online opinion leader of that Tik Tok video? A. Exposure through swiping Tik Tok videos and seeing filming works B. Contacts through recommendations from classmates, friends, etc. C. Exposure through word-of-mouth from other networks D. Exposed to travel information by searching for Tik Tok related information E. Other routes
Part II
This section surveys your knowledge of the characteristics of Tik Tok opinion leaders (travel Vs). Each number represents the degree of conformity of the question item with the subjective or actual situation of the individual. Depending on how well you know a particular Tik Tok opinion leader (Travel V), please tick the appropriate option.
I. Measurement of Characteristic Variables of Key opinion leaders
1、The online opinion leade of the Tik Tok video is influential within the travel community strongly disagree
strongly agree
2、The online opinion leader of the Tik Tok short video is highly popular and followed in the travel community strongly disagree
strongly agree
3、The online opinion leader of the Tik Tok video has a certain level of fame or notoriety within the travelling community strongly disagree
strongly agree
4、Within the travel community, the Tik Tok leader has the relevant knowledge and expertise, and his short videos contain detailed and complete travel information. strongly disagree
strongly agree
5、Within the travel community, the Tik Tok's online opinion leader is experienced in travel-related industries strongly disagree
strongly agree
6、The short videos posted by this Tik Tok opinion leader are professionally shot and edited, with a high level of expression and phrasing in the copywriting strongly disagree
strongly agree
7、The Tik Tok leader often picks and chooses short video messages to reply to strongly disagree
strongly agree
8、This Tik Tok opinion leader often posts short videos answering questions from the public on topics of interest. strongly disagree
strongly agree
9、The Tik Tok opinion leader regularly interacts with potential travellers in live online broadcasts strongly disagree
strongly agree
10、I was able to respond positively to the topic started by this opinion leader in the Tik Tok video platform strongly disagree
strongly agree
11、I think the information in the short video posted by the Tik Tok opinion leader is accurate strongly disagree
strongly agree
12、I think the message of the short video posted by the Tik Tok leader is valuable strongly disagree
strongly agree
13、I think the message of the short video posted by the Tik Tok opinion leader is clearly expressed and clearly understood strongly disagree
strongly agree
14、I think the message of the short video posted by the Tik Tok opinion leader is comprehensive strongly disagree
strongly agree
15、I believe that the short video posted by the Tik Tok online opinion leader is accompanied by a detailed and vivid written description of the video strongly disagree
strongly agree
16、I think that the Tik Tok's key opinion leaders post intuitive, authentic sounding reviews strongly disagree
strongly agree
17、I think the short videos posted by the Tik Tok online opinion leader have a visually immersive scenario experience strongly disagree
strongly agree
18、The short video messages posted by this Tik Tok opinion leader tend to be the most up-to-date strongly disagree
strongly agree
19、This Tik Tok opinion leader is able to maintain a high frequency of short video updates strongly disagree
strongly agree
20、The short video messages posted by this Tik Tok leader often predate others strongly disagree
strongly agree
II. Measurement scales for perceived value
21、I was able to be happily invested in the tourist information described in the short video posted by the Tik Tok leader strongly disagree
strongly agree
22、I was able to stay focused while watching a short video posted by this Tik Tok opinion leader strongly disagree
strongly agree
23、I don't feel time passing while watching short videos posted by this Tik Tok opinion leader strongly disagree
strongly agree
24、I think I like the tourist information depicted in the short videos posted by the key opinion leaders of Tik Tok's short videos strongly disagree
strongly agree
25、I feel that by implementing tourism with reference to the key opinion leaders of Tik Tok videos, I can have a more satisfying travel experience strongly disagree
strongly agree
26、I think it's acceptable for key opinion leaders of Tik Tok to post information about scenic spots depicted in short videos strongly disagree
strongly agree
27、Tik Tok's key opinion leaders post short videos that give me a pleasant, upbeat feeling strongly disagree
strongly agree
III. Measurement of tourism decisions
28、This Tik Tok web opinion leader provided information that was helpful to me on my travels strongly disagree
strongly agree
29、I will refer to the travel tips or travel information provided by Tik Tok's key opinion leaders before the actual trip. strongly disagree
strongly agree
30、A short message posted by Tik Tok's online opinion leader about short video trips mentioned something I hadn't considered strongly disagree
strongly agree
31、The short videos shared by Tik Tok's key opinion leaders changed my attitude and perception of a particular travel destination strongly disagree
strongly agree
32、Short videos posted by key opinion leaders of this Tik Tok can assist me in making travel decisions strongly disagree
strongly agree
Part III Demographic information
1.Your gender A. Male B. Female C. Do not wish to disclose
2.Your age A. Below 18 years B. 18-20 years C. 21-23 years D. 24-26 years E. 27 years and above
3.Your academic qualifications A. College students B. Undergraduate students C. Master's students D. Doctoral students
4.Your average monthly disposable amount A. Below $500 B. $501-1500 C. $1501-2500 D. $2501-3500 E. Above $3500