奢侈品行业女性主义营销策略对中国消费者的影响情况调查

尊敬的参与者：

您好！感谢您参与本次问卷调查。本问卷是毕业论文研究的一部分，旨在探讨奢侈品行业中女性主义营销策略对中国消费者的影响。通过您的回答，我们将深入了解消费者对奢侈品广告中女性主义价值观的态度及其对购买行为的影响。

问卷预计耗时约1-2分钟，所有问题均为匿名回答，您的个人信息将被严格保密，仅用于学术研究。请您根据实际情况填写，答案无对错之分。

您的参与对我的研究至关重要，感谢您的支持与帮助！

Dear Participant,

Hello! Thank you for participating in this survey. This questionnaire is part of my dissertation project, aiming to explore the influence of feminist marketing strategies in the luxury industry from Chinese consumers’ perspectives. Your responses will help on exploring deeper understanding of consumer attitudes toward feminist values in luxury brands campaigns and their impact on consumers’ purchasing behavior.

The survey will take approximately 1-2 minutes to complete. All responses are anonymous, and your personal information will be kept strictly confidential, used solely for academic research purposes. Please answer based on your actual situation, as there are no right or wrong answers.

Your participation is crucial to my research, and I greatly appreciate your support and assistance!

你消费奢侈品的频率？ How frequently do you purchase luxury fashion items?

至少一年一次 At least once annually至少半年一次 At least once half a year至少每季度一次 At least once quarterly至少每月一次 At least once monthly

你的性别？ What is your gender?

女 Female男 Male

你的年龄？What is your age?

18-2526-3536-4546-5556以上 Above 56

你的最高学历？ What is your highest level of education?

中学及以下 Middle school or below高中或中专 High school/Technical school大专 Associate degree大学本科 Bachelor’s degree硕士研究生 Master’s degree博士及以上 Doctorate (PhD) or above

你的月收入情况？ What is your monthly income?

≤ ¥5,000¥5,000–¥10,000¥10,001–¥20,000¥20,001–¥30,000> ¥30,000

你目前所生活的城市？ Where do you live now?

一线城市 Tier 1 cities (e.g., Beijing, Shanghai, Guangzhou, Shenzhen)新一线城市New Tier 1 cities (e.g., Chengdu, Hangzhou, Chongqing, Xi’an)二三线城市Tier 2 & 3 cities (e.g., Nanjing, Wuhan, Qingdao, Dalian)四五线城市及以下 Tier 4-5 or below

你认为我们国内男女的社会角色正在改变吗？Do you believe the social roles of women and men are evolving in China?

在改变 Yes没有改变 No不确定 Not sure

8. https://mi.mbd.baidu.com/r/1yd5FQgHHuE?f=cp&u=cf40d43fe4ab2ed9

你认为以上这段广告有展现出女性力量吗？ Do you think the above campaign showcases female power?

明显展现了 Definitely好像展现了 Somewhat不知道 Not sure没怎么展现 Not really完全没有展现 Not at all

9. 你认为在奢侈品广告中体现女性主义价值重要吗？ Do you think that is important for luxury brands to reflect feminist values in campaigns?

非常重要 Very important比较重要 Relatively important中立 Neutral不太重要 Not very important一点都不重要 Not important at all

10. 在奢侈品广告中展现女性主义会让你对品牌好感度增加。(打分1-5) To what extent does Femvertising in luxury brands enhance your positive attitude toward the brand? (scale 1-5)

11.

在奢侈品广告中展现女性主义能提高你的消费意愿。（打分1-5） To what extent does the Femvertising in luxury brands influence your purchase intention? (scale 1-5）

12.

在奢侈品广告中展现女性主义能提升你对此品牌的忠诚度（下次还想在这个品牌消费）。（打分1-5）

To what extent does the Femvertising in luxury brands enhance your brand loyalty (i.e., your likehood to purchase from this brand again)? (scale 1-5）

13.

在奢侈品广告中展现女性主义能与你有情感上的链接（是否让你感到被尊重或赋权）。（打分1-5） To what extent does the Femvertising in luxury brands foster an emotional connection with you (i.e., does it make you feel respected or empowered)? (scale 1-5)

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