奢侈品社交媒体广告影响调查

您好！我是罗马大学时尚研究专业的硕士生，正在进行一项关于奢侈品品牌社交媒体广告对用户品牌感知影响的学术调查。本问卷大约需要8分钟完成。所有数据匿名处理，仅用于研究目的，严格保密。参与完全自愿。Hello, I am a Master’s student in Fashion Studies at Sapienza University of Rome, conducting a survey on the impact of luxury brand social media advertising on users’ brand perceptions. This survey will take approximately 8 minutes to complete. The questionnaire is anonymous, and all data will be used strictly for academic research purposes and kept confidential. Participation is entirely voluntary. Thank you for your time and careful responses, which are crucial for the success of my research and academic work.
1. 您是否至少18岁？Are you at least 18 years old?
2. 您是否有使用社交媒体平台的经验（例如抖音、Instagram、小红书等）？ Do you have experience using social media platforms (eg. Tiktok, Instagram, RedNote) ?

一、任务准备
在开始填写问卷之前，您需要花费 3 到 5 分钟完成一个简短的任务：

1.打开你经常使用的社交媒体平台，然后搜索任何奢侈品牌（例如：香奈儿、路易威登、古驰）。

2.观看由所选奢侈品牌官方账号发布的广告（请勿选择非官方发布的广告）。

3.浏览此广告下其他用户的互动情况（点赞、评论、分享等）。

4.请检查该品牌的相关搜索结果中是否还有其他非官方的用户生成内容帖子。如果您感兴趣，可以随意浏览这些内容。

I. Pre-task

Before starting the questionnaire, you will need to spend 3–5 minutes completing a brief task:

1. Open a social media platform that you frequently use, and search for any luxury brand (e.g., Chanel, Louis Vuitton, Gucci).

2. Watch an advertisement posted by the official account of the selected luxury brand (please do not select non-official posts).

3. Browse the interactions of other users under this advertisement (likes, comments, shares, etc.).

4. Check whether the search results for this brand contain other non-official user-generated posts. If you are interested, feel free to browse them.

3. 您是否顺利完成了任务？Did you successfully complete the pre-task?
(如果不能完成，问卷将结束。 If not, the survey will come to an end.)
4. 其他用户积极评论了这个广告或与他人互动。Other users actively commented on this advertisement or interacted with others.
5. 其他用户积极分享或推荐了这个广告。Other users actively shared or recommend this advertisement.
6. 我看到非官方账号发布关于该品牌的视频。 I see non-official accounts posting videos about this brand.
7. 我觉得只有特定小圈子的人能深刻体验该品牌的文化。I feel that only a specific small circle of people can can deeply experience this brand’s culture.
8. 该品牌的产品采用高质量材料制成。The products of this brand are made of high-quality materials.
9. 该品牌的产品具有实用功能。The products of this brand have practical functions.
10. 该品牌的产品采用精湛工艺制作。The products of this brand are crafted using excellent techniques.
11. 我有兴趣与品牌平等交流并分享想法。I am interested in engaging in equal exchanges with the brand and sharing my ideas about its advertisements or products.
12. 我相信消费该品牌能提供情感体验。I believe consuming this brand provides emotional experiences.
13. 请为本项选择“强烈同意”（7）。Please select "Strongly Agree (7)" for this item. 
14. 我对该品牌感到信任或满意。I feel trust or satisfaction toward this brand.
15. 该品牌的奢侈品有升值潜力和收藏价值。The luxury products of this brand have potential for appreciation and collectibility.
16. 该品牌与消费者进行高质量互动。This brand engages in high-quality interactions with its consumers.
17. 我觉得该品牌关心其消费者。I feel that this brand cares about its consumers.
18. 我有兴趣向品牌表达个人偏好和建议。I am interested in expressing my personal preferences and suggestions to the brand, and hope they will be considered.
19. 这个广告提供了有价值的信息。This advertisement provides valuable information.
20. 基于自身经验或广告信息，我信任该品牌及其产品。I trust this brand and its products based on my own experience with them or the information from this advertisement.
21. 我觉得获得该奢侈品品牌的产品不容易。 I feel it is not easy to acquire products of this luxury brand.
22. 我认为该奢侈品品牌的产品稀有且独特。I consider this luxury brand’s products rare and unique to obtain.
23. 我相信消费该品牌能提供美学体验。 I believe consuming this brand provides aesthetic experiences.
24. 购买该品牌产品能向他人展示财富、地位和社会位置。Purchasing products from this brand can display someone’s wealth, status, and social position to others.
25. 我看到用户（非品牌方）分享与该品牌相关的内容。I see users (not the brand) sharing content related to this brand.
26. 我相信消费该品牌能提供文化体验。I believe consuming this brand provides cultural experiences.
27. 这个广告有趣或令人愉快。This advertisement is interesting or pleasant.
28. 我发现这个广告提供了审美享受。I find this advertisement provides me with aesthetic enjoyment.
29. 这个广告对用户有帮助。This advertisement is helpful to users.
30. 该品牌值得它的价格。This brand is worth its price.
31. 该品牌的奢侈品具有投资价值。The luxury products of this brand have investment value.
32. 这个广告给我带来了情感价值。This advertisement brings me emotional value.
33. 这个广告是有用或实用的。This advertisement is useful or practical.
34. 我想点赞这个广告。I would like this advertisement.
35. 请为本项选择“不同意”（2）。Please select "Disagree (2)" for this item.
36. 我有兴趣未来进一步与该品牌互动以建立长期关系。I am interested in further engagement with this brand in the future to build a long-term relationship (e.g., following accounts, joining brand communities, participating in more activities).
37. 我会评论这个广告或与他人互动。I would comment on this advertisement or interact with others.
38. 我会分享或推荐这个广告给他人。I would share or recommend this advertisement to others.
39. 我看到其他用户积极点赞了这个广告。I see other users actively liked this advertisement.
40. 我从观看或参与此广告中获得宝贵体验。 I gain valuable experiences from watching or engaging with this advertisement.
41. 我利用此广告获得某些好处，如社交体验或信息。I use this advertisement to gain certain benefits, such as social experiences with other users, valuable consumption-related information, or emotional enjoyment and relaxation
42. 有消费者发布关于该品牌的观点。There are opinions posted by consumers about this brand.
43. 不是每个人都有能力或资格购买该品牌的产品。Not everyone has the means or eligibility to buy products from this luxury brand.
44. 该奢侈品品牌的象征意义只能被特定群体理解。The symbolism of this luxury brand can be understood only by a select group.
45. 我觉得不是每个人都能访问、解释或分享该品牌的意义。I feel that not everyone can access, interpret, or share the meanings associated with this brand.
46. 拥有该品牌产品能展示个人的品味和时尚知识。Owning this brand’s products can demonstrate someone’s taste and fashion knowledge.
47. 如果我能拥有或使用该品牌产品，我会更接近理想自我形象。I feel closer to my ideal self-image if I can own or use this brand’s products.
48. 您的性别是？ What is your gender?
49. 您的年龄是？What is your age?
请选择
50. 你来自哪里？Where are you from?
51. 您使用社交媒体平台的频率如何？How frequently do you use social media platforms?
52. 在观看这则广告前，你对这个品牌有多熟悉？ Prior to viewing this advertisement, how familiar were you with this brand?
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