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Questionnaire on Dong Yuhui’s Knowledge-Oriented Livestreaming Style

Dear participant,


Please read the following short livestream script carefully and answer the questions based on your real feelings. This questionnaire is anonymous and will be used only for academic research.

For Questions 4–13, please choose one answer based on the following scale:
1 = Strongly disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly agree

Livestream Script


Hello everyone. Today I want to talk about rice. About ten thousand years ago, people in China domesticated rice, just as people in the Fertile Crescent domesticated wheat. Human history is very long, but these ten thousand years changed our lives in an important way. Rice is not only food. It is connected with civilization, history, and the way human beings have lived.

Sometimes, when we think about the universe, we may feel small and unimportant. The water in our bodies, the carbon, and the iron all come from a much older universe. In this sense, we are all children of the stars. When life feels difficult, please remember that your existence is still precious and beautiful.


One day, far in the future, human beings may disappear, and even the earth and the sun will not last forever. This sounds sad, but fortunately, all of that is still very far away. What truly belongs to us now is the time we still have: to climb a mountain, to love someone, to cook a meal, and to eat a bowl of rice with peace and happiness. That is why, today, I want to share this Wuchang rice with you.

1.What is your nationality?
2.What is your Age?
3.Have you watched livestream shopping before?
4.This livestream script makes the product feel relevant to my personal life.
5.This livestream emphasizes personal feelings and individual experience more than group identity.
6.The streamer sounds knowledgeable without making me feel that he is superior to the audience.
7.I feel comfortable with this way of communicating through explanation and guidance.
8.If I were to buy this product, I would need more concrete and clearer information.
9.This livestream style still leaves some uncertainty about product details and purchase-related information.
10.Compared with competitive or superiority-based appeals, this livestream emphasizes warmth, care, and meaning in life.
11.I am more likely to be attracted by this humane and emotionally warm style of communication.
12.This livestream makes me think more about long-term value rather than immediate consumption.
13.This livestream emphasizes life meaning and lasting value more than short-term discounts or immediate stimulation.
14.This livestream makes consumption feel like an emotionally meaningful experience.
15.This livestream style makes buying seem more reasoned and restrained rather than purely impulsive.
16.I think this streamer is trustworthy.
17.I believe the streamer’s presentation of the product is sincere.
18.I would trust this streamer’s recommendation of the product.
19.This livestream helps me understand the product in a useful way.
20.This livestream provides practical value in addition to emotional expression.
21.I find this livestream style enjoyable to watch.
22.The storytelling makes the overall viewing experience more attractive.
23.I would like to continue watching this kind of livestream.
24.I would consider buying the product introduced in this livestream.
25.Compared with a purely sales-driven livestream, I prefer this style of livestreaming.
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