This survey aims to understand your views on the SHEIN brand and its marketing strategies. The questionnaire is intended only for consumers aged 18 and above, residing in the United States, who have made at least one purchase from SHEIN. All data will be used solely for academic research purposes. The survey is completely anonymous and is expected to take approximately 5-6 minutes. Thank you for your participation!
Part 1: Basic Information
1. Your Gender Male Female Third gender / Non-binary Prefer not to say
2. Your Age 18-24 25-34 35-44 45-54 55+
3. Your Ethnicity White Hispanic / Latino Black / African American Asian Native American / Indigenous Other
4. Your Current Status Undergraduate student Graduate student Employed Self-employed / Freelancer Other
5. Your Personal Monthly Disposable Income (USD) ＜ $1,000 $1,000 - $2,000 $2,000 - $3,500 ＞ $3,500 Prefer not to say
6. The Year of Your First SHEIN Order 2020 or earlier 2021 2022 2023 2024 2025
Part 2: Purchase Behavior and Motivation 7. Approximately how many orders have you placed on SHEIN in the past 12 months? 1 time 2-3 times 4-6 times 7-12 times More than 12 times
8. What is the average amount you spend per SHEIN order (excluding shipping)? ＜ $30 $30 -$60 $60 -$100 $100 -$150 ＞ $150
9. Which categories of SHEIN products do you purchase most frequently? Women's Clothing Men's Clothing Kids' Clothing Beauty / Cosmetics Home Decor Pet Supplies Accessories
10. Under what circumstances do you typically decide to place an order on SHEIN? Low prices Trendy styles Influencer/KOL recommendations Limited-time promotions Free shipping events Items labeled "Eco-friendly/Sustainable" Recommendations from friends Other
Part 3: Marketing Touchpoints and Brand Perception Please indicate your level of agreement: 1=Strongly Disagree, 5=Strongly Agree 11. I frequently see SHEIN advertisements or influencer promotional content on social media (e.g., TikTok, Instagram). 12. I believe SHEIN's prices are more competitive than comparable brands like Zara and H&M. 13. I believe SHEIN's product quality matches its price point. 14. I am willing to recommend SHEIN to friends or family. 15. I am satisfied with SHEIN's return process and customer service. 16. Through which platforms' influencers/bloggers do you typically learn about SHEIN? TikTok Instagram YouTube Pinterest Facebook Other
17. To what extent do influencer or blogger recommendations influence your decision to purchase from SHEIN? No influence Slight influence Moderate influence Significant influence Decisive influence
Part 4: Awareness and Attitude Regarding "Headquarters Relocation to China" 18. Are you aware that SHEIN is planning to relocate its global headquarters from Singapore back to China? This is the first I've heard of it Heard a little about it Somewhat familiar Very familiar
19. If SHEIN relocates its headquarters to China, what are your primary concerns? Data privacy and security Changes in product quality Price increases due to tariffs Decline in after-sales service quality Brand ethical image (e.g., environmental, labor rights) Slower logistics/shipping speed No concerns at all
20. How does this news affect your future willingness to purchase from SHEIN? Significantly decrease Slightly decrease No impact Slightly increase Significantly increase
21. If SHEIN emphasizes the extreme value for money and rapid new arrivals enabled by its "Chinese supply chain," to what extent do you agree or identify with this? Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree
22. (Open-ended, optional) Regarding SHEIN's potential headquarters relocation to China, do you have any other thoughts or concerns?
End of Survey Thank you again for your participation!