尊敬的参与者：
我 是一名 来自 伯明翰 大学 的大三学生 。我正在进行一项关于利用增强现实（AR）游戏化营销来影响化妆品购买行为的学术研究。此研究关注采用了这一营销方式的品牌 - 完美日记。 作为该品牌的消费者之一，我诚邀您参与此次研究。完成问卷大约需要 5分钟。参与完全是自愿的。您无需提供任何个人身份信息，如姓名和联系方式。您提供的数据也将仅用于此次研究。非常感谢您的参与。
Dear participant,
I am a third-year student at the University of Birmingham. I am undertaking an academic research on the use of augmented reality (AR) gamified marketing to influence the purchase of cosmetics. In the research, I will be focusing on Perfect Diary which is a popular cosmetic brand in China that uses this approach to marketing. As one of the consumers of this brand, I am inviting you to take part in this research by completing this survey questionnaire. It will take you about 5 minutes to complete and participation is entirely voluntary. You are not required to provide any personally identifiable information such as names and contacts. The data you provide will also be used solely for this research. Your participation is highly appreciated.
i. 您之前是否曾在完美日记网站或应用程序上购买过其化妆品产品? 1. 注意:如果你选择了没有，请退出调查 NB. If no, please exit the survey 是的Yes 没有No
2. 请表明您的性别 Q1. Please indicate your gender 男 Male 女Female 不想说 Prefer not to say
3. 您属于哪个年龄段? Q2. Which age group do you fall under? 18-25 岁 18-25 years 26-30 岁 26-30 years 31-35 岁 31-35 years 36-40岁 36-40 years 40岁以上Over 40 years
4. 请表明你的最高学历 Q3. Please indicate your highest education level 大专及以下 College and below 本科 Undergraduate 研究生 Post graduate 其他 Other
5. 你多久在网上购买一次完美日记的美妆产品? Q4. How frequently do you purchase cosmetics online Perfect Diary’s cosmetic products online? 每周数次 A few times very week 每月数次 Several times in month 每月至少一次 At least once a month 一年两次 Twice a year 一年一次 Once a year
6. 你对 AR 游戏的熟悉/经验程度如何? Q5. How experienced are you with AR games 新手 Novice 中级/有一定经验 Intermediate 资深玩家 Expert
7. 第二部分: AR 游戏化功能
Section B: AR Gamified Features
i. 奖励机制
i. Reward structures
7. 请对以下关于完美日记 AR 游戏中奖励机制相关表述的认同程度进行评分
Q7. Please rate your level of agreement with the following statements regarding reward structures features in Perfect Diary’s AR games
（量表：1 = 非常不同意，2 = 不同意，3 = 一般，4 = 同意，5 = 非常同意）
(Scale: 1= strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree)
完美日记 AR 游戏化应用中的积分和徽章，使购物体验变得愉快。The points and badges used in Perfect Diaries AR gamified app makes the shopping experience enjoyable
I find the free samples and discounts that are offered though Perfect diary’s AR games to be valuable 我认为通过完美日记 AR 游戏获得的免费小样与折扣很有价值。
完美日记采用的奖励体系公平且具有激励性。The reward system adopted by the firm is fair and motivating
完美日记 AR 游戏中的虚拟奖励提升了我尝试完美日记新产品的兴趣。The virtual rewards increase my interest in experimenting new products from Perfect Diary
通过完成完美日记 AR 游戏中的挑战获得奖励带给我成就感。Getting rewards from completing challenges Perfect Diary’s AR games gives me a sense of achievement
8. ii. 社交互动功能
ii. Social interaction features
8 . 请对以下关于完美日记 AR 游戏中 社交互动 功能相关表述的认同程度进行评分
Q8. Please rate your level of agreement with the following statements regarding social features in Perfect Diary’s AR games
（量表：1 = 非常不同意，2 = 不同意，3 = 一般，4 = 同意，5 = 非常同意）
(Scale: 1= strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree)
完美日记 AR 游戏中的社交分享功能帮助我与他人进行有意义的互动。The social sharing features available on Perfect Diary’s AR games help me to interact meaningfully with others
通过完美日记 APP 中的 AR 滤镜参与美妆比赛，让我对该品牌更感兴趣。Participating in makeup contests using AR filters on Perfect Diary’s app makes me more interested in the brand
完美日记AR 游戏中评论、比赛等与其他用户互动的功能，提升了我的使用乐趣。Features for interactions with other users such as comments and competition on the AR games enhance my enjoyment
完美日记AR 游戏中的排行榜、分享等社交元素，增强了我与美妆用户群体的归属感与联结感。Perfect Diary AR games’ social elements such as leaderboards and shares enhance my feeling of connect with the community of cosmetic users
9. iii. 个性化功能
iii. Personalization features
9. 请对以下关于完美日记 AR 游戏中个性化功能的表述 的认同程度进行评分 。
Q9. Please rate your level of agreement with the following statements regarding personalization features in Perfect Diary’s AR games
（量表：1 = 非常不同意，2 = 不同意，3 = 一般，4 = 同意，5 = 非常同意）
(Scale: 1= strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree)
完美日记 AR 游戏功能可根据我的肤色、风格等偏好，为我提供个性化美妆推荐。The AR game features help personalise cosmetic recommendations based on my preferences such as skin tone and style
完美日记 AR 游戏中的个性化功能让我的使用体验变得独特。The personalisation features used in the AR games makes the experience feel unique to me
完美日记 AR 游戏会利用我的兴趣数据，为我提供相关的美妆选择。The AR games utilises my data on interests to offer relevant cosmetic options
我喜欢完美日记 AR 游戏中可以自定义 AR 体验的相关内容，例如虚拟形象和挑战目标。I like it when I can customise aspects of the AR experience such as avatars and challenge goals
10. iv. AR 游戏应用体验
iv. Experiences with AR gamified apps
10. 请对以下关于 AR 游戏应用的表述的认同程度进行评分。
Q10. Please rate your level of agreement with the following statements regarding your experiences with AR gamified apps
（量表：1 = 非常不同意，2 = 不同意，3 = 一般，4 = 同意，5 = 非常同意）
(Scale: 1= strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree)
技术熟悉度-我对购物应用中的 AR技术使用非常熟悉Technological familiarity- I am well familiar with the use of AR technologies in shopping apps
隐私顾虑-在向 AR 应用分享偏好、照片等个人数据时，我会担心自己的隐私Privacy concerns- I tend to worry about my privacy when I share personal data such as preferences and photos with AR apps
产品涉入度 - 我认为购买化妆品对我而言是一件非常愉悦且私人的事Product involvement – I consider shopping for cosmetics as highly enjoyable and personal for me
文化集体主义-在 AR 平台上分享美妆偏好时，我会考虑他人的意见Cultural collectivism- I consider others’ opinions when I share my cosmetic preference on AR platforms
互动强度 / 互动疲劳-互动或挑战过多的 AR 游戏会让我感到应接不暇 / 压力很大Interaction intensity/fatigue – AR games that have many interactions or challenges make me feel overwhelmed
V. 奖励偏好 Reward preferences
11. 你认为哪种奖励类型更能激励你在完美日记 AR 平台上更多地参与 AR 游戏? Q11. Overall, which reward type do you feel motivate you to engage more with AR games on Perfect Diary’s AR platforms 体验型奖励（成就感、乐趣、愉悦的体验）Experiential rewards (achievement, fun, enjoyment of experience) 金钱型奖励（免费小样、折扣、产品积分）Monetary rewards (free samples, discounts, points for products) 两者同等有效Both equally 不确定Not sure
12. 第三部分： 购买意愿
Section C: Purchase intentions
12. 请表明你对以下关于通过完美日记 AR 游戏互动后，购买其美妆产品可能性的表述的认同程度
Q10. Please indicate your level of agreement with the following statements regarding your likelihood of purchasing cosmetic products offered by Perfect Diary after interacting with the brand through its AR games
（量表：1 = 非常不同意，2 = 不同意，3 = 一般，4 = 同意，5 = 非常同意）
(Scale: 1= strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree)
完美日记的 AR 游戏激发了我购买该品牌美妆产品的欲望。Perfect Diary’s AR games stimulate my desire to purchase cosmetic products offered by the brand
我会继续选择完美日记中带有 AR 游戏化体验的产品。I will continue to choose products from Perfect Diary that offer an AR gamified experience
我有可能建议我的朋友去购买完美日记通过 AR 游戏展示过的新产品。I am likely to recommend my friends to purchase a new product from Perfect Diary that have been showcased using the brand’s AR games
总体而言，完美日记 AR 游戏的体验有助于我做出购买决策。Overall, the experiences from Perfect Diary AR games facilitate my purchase decisions
调查结束
End of survey
谢谢参与
Thanks for Participating