TikTok Shop Philippines Livestream E-commerce Trust Mechanism and Purchase Intention Survey

Dear Participant, Hello! I am a PhD student in Technology Managementat the Technological University of the Philippines (TUP). Thank you for participating in this academic research study on TikTok Shop livestream shopping experiences. Research Purpose: This study aims to understand consumers' trust formation mechanisms and purchase decision behaviors during TikTok livestream shopping. Eligibility Criteria: You have watched at least 10 minutes of TikTok livestreams and completed at least one purchase within the past 3 months. Time Required: This questionnaire contains approximately 35 questions and will take approximately 8-10 minutes to complete. Privacy Protection: This questionnaire is completely anonymous and does NOT collect any personally identifiable information (such as name, address, IP address, or email). All data will be used solely for academic research and will be kept strictly confidential. Voluntary Participation: Your participation is entirely voluntary. You have the right to withdraw at any time without providing any reason and without any negative consequences. Informed Consent: By clicking "Agree and Start," you acknowledge that you have read and understood the above information and voluntarily agree to participate in this study. Contact Information: If you have any questions, please contact:18806060402@163.com. Thank you for your valuable time and honest responses!
Q1. Informed Consent
Q2. S1. Do you currently reside in the Philippines?
Q3. S2. Do you use the TikTok application?
Q4. S3. In the past 3 months, have you watched at least 10 minutes of TikTok livestreams?
Q5. S4. In the past 3 months, have you completed at least one purchase on TikTok Shop?
Q6. S5. What is your age?
Q7. B1. How often do you use TikTok?
Q8. B2. How often do you shop on TikTok Shop?
Q9. B3. What is your average watch duration per TikTok livestream session?
Q10. B4. Which product categories do you most frequently watch in livestreams? (Select all that apply)
Q11. B5. What is your average monthly spending on TikTok Shop (PHP)?
Q12. Vividness - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: VIV1. TikTok livestream visuals are clear and smooth
SubQ2: VIV2. Product display angles in livestreams are diverse
SubQ3: VIV3. The color and detail presentation in livestreams is good
SubQ4: VIV4. Overall, the visual experience of livestreams is attractive
Q13. Metavoicing (Commentary Interaction) - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: MET1. The livestream commentary section provides genuine feedback from other buyers
SubQ2: MET2. I refer to commentary information to judge product quality
SubQ3: MET3. Other viewers' questions and answers are very helpful to me
SubQ4: MET4. Commentary interaction helps me understand products better
Q14. Parasocial Interaction - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PSI1. I feel I know this anchor quite well
SubQ2: PSI2. If this anchor stopped streaming, I would feel disappointed
SubQ3: PSI3. I feel this anchor is like a friend to me
SubQ4: PSI4. I care about the anchor's personal life and updates
SubQ5: PSI5. Watching this anchor's livestream makes me feel relaxed and happy
Q15. Anchor Attractiveness - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: ATR1. This anchor appears professional
SubQ2: ATR2. This anchor is trustworthy
SubQ3: ATR3. This anchor knows the products well
SubQ4: ATR4. This anchor is very personable
SubQ5: ATR5. This anchor's recommendations are persuasive
Q16. Platform Trust - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PT1. I believe TikTok will protect my transaction security
SubQ2: PT2. TikTok has sufficient capability to handle transaction disputes
SubQ3: PT3. TikTok will protect my personal privacy information
SubQ4: PT4. Overall, I trust the TikTok platform
Q17. Product Trust - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PDT1. I believe the products shown in livestreams are reliable
SubQ2: PDT2. I have confidence in the actual performance of the products
SubQ3: PDT3. The likelihood that product descriptions match actual items is high
SubQ4: PDT4. I believe purchasing this product will not disappoint me
Q18. Seller Trust - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: SET1. I believe this seller will ship orders on time
SubQ2: SET2. I believe the seller will properly handle after-sales issues
SubQ3: SET3. This seller is honest
SubQ4: SET4. I believe the seller will not defraud consumers
Q19. Purchase Intention - Please answer based on your most recent TikTok livestream shopping experience. (1=Strongly Disagree, 2=Disagree, 3=Slightly Disagree, 4=Neutral, 5=Slightly Agree, 6=Agree, 7=Strongly Agree)SubQ1: PI1. I am likely to purchase products recommended by this anchor
SubQ2: PI2. I would consider placing an order in the livestream
SubQ3: PI3. If I have a need, I would prioritize products from livestreams
SubQ4: PI4. The likelihood of my purchasing this product is high
Q20. D1. What is your gender?
Q21. D2. What is your highest level of education?
Q22. D3. What is your current employment status?
Q23. D4. What is your approximate personal monthly income (PHP)?
Q24. D5. In which region of the Philippines do you currently reside?
Thank you for your participation! Your responses are highly valuable to this research. All data will be used solely for academic purposes and will be kept strictly confidential. If you have any questions about this study or wish to receive a summary of the research findings, please contact: 18806060402@163.com. Wishing you happiness and enjoyable shopping!
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