游戏虚拟产品消费调查\nVirtual Game Product Survey

说明 Instructions

本问卷仅用于学术研究，采用匿名填写方式，所有数据仅用于统计分析。

问卷约需 3–5 分钟，请根据你的真实感受作答。

This survey is for academic research only. All responses are anonymous and used only for statistical analysis.

It takes about 3–5 minutes. Please answer according to your true feelings.

量表说明 Scale:

1 = 非常不同意 Strongly disagree

2 = 不同意 Disagree

3 = 一般 Neutral

4 = 同意 Agree

5 = 非常同意 Strongly agree

【第一部分】筛选题（单选|必设“逻辑跳转”）

你是否玩过《王者荣耀》？

Have you ever played Honor of Kings?

是 Yes否 No

你是否了解或见过敦煌主题皮肤？

Are you familiar with the Dunhuang-themed skins?

非常了解 Very familiar了解一些 Somewhat familiar听说过但不太了解 Heard of it but not familiar完全不了解 Not familiar

第二部分：正式问卷 Main Questionnaire

文化价值感知 Cultural Value Perception

该敦煌主题皮肤体现了中国传统文化的独特魅力。This skin reflects the unique charm of traditional Chinese culture我认为该皮肤具有较高的文化审美价值。This skin has high cultural and aesthetic value该皮肤让我感受到传统文化的艺术内涵。This skin conveys the artistic connotation of traditional culture相较普通皮肤，该皮肤更具文化意义。Compared with ordinary skins, it carries greater cultural meaning

品牌资产感知 Brand Equity

该皮肤提升了我对游戏品牌的好感。This skin improves my favorability toward the brand我认为该游戏品牌重视文化价值。I think the brand values cultural meaning文化联名增强了我对该品牌的信任。Cultural collaboration increases my trust in the brand游戏在我心中具有较高品牌价值。The brand holds high value in my perception

三、身份认同 Identity Identification

使用该皮肤体现我的审美品味。Using this skin expresses my aesthetic taste使用该皮肤让我感到与传统文化有关联。Using it makes me feel connected to traditional culture该皮肤有助于我在玩家群体中表达自我。It helps me express myself among players我愿意通过该皮肤展示我的价值认同。I use it to display my values

购买意愿 Purchase Intention

我愿意购买该类文化主题皮肤。I am willing to purchase this type of skin即使价格较高仍会考虑购买。I would consider purchasing even at a high pricePI3未来推出类似皮肤仍会购买我对该类皮肤总体持积极购买态度。I have a positive purchase attitude未来推出类似皮肤仍会购买。I would buy similar skins in the future

第三部分：控制变量 Control Variables

你购买游戏皮肤的频率？

How often do you purchase skins?

从不 Never偶尔 Occasionally有时 Sometimes经常 Often

你是否购买过文化或联名皮肤？

Have you purchased collaboration skins before?

是 Yes否 No

性别 Gender

男 male女 female其他 other

10. 年龄 Age

18岁以下18~2526~3031~4041~5051~6060以上

11.

学历 Education

大专及以下 College or below本科 Bachelor研究生及以上 Graduate or above

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