Dear participants, hello everyone! I am conducting an academic research on the impact of Sam's Club's membership system on consumers' purchasing intentions. The aim is to understand your actual usage experience. This questionnaire is completely anonymous and will take approximately 8 to 10 minutes to complete. Your responses will be strictly confidential and will only be used for academic research purposes. You can exit at any time. Thank you for your support!/尊敬的参与者们，大家好！我正在进行一项关于山姆会员店的会员制度对消费者购买意愿影响的学术研究，旨在了解你们的实际使用体验。这份问卷完全匿名，大约需要 8 到 10 分钟完成。您的回答将严格保密，仅用于学术研究之用。您可以随时退出。感谢您的支持！
1. Would you allow me to collect your information?/您是否允许我收集您的信息? Yes 是 No 否(If you choose No,the questionnaire ends/选否则问卷结束）
2. Are you over 18 years old?/您是否年满18岁 Yes 是 No 否(If you choose No,the questionnaire ends/选否则问卷结束）
3. Have you ever visited or shopped at Sam's Club (online or offline) in the past year?/过去一年里，您是否曾到访或在山姆会员店（线上或线下）购物？ Yes 是 No 否(If you choose No,the questionnaire ends/选否则问卷结束）
4. Your age/您的年龄
5. Your monthly household income range/您每月家庭收入范围 Above 50,000 yuan/五万元以上 改成填空
6. Your highest educational attainment/您的最高学历 High school or below/高中或以下学历 Junior college/大专学历 Bachelor's degree/本科学历 Master's degree or above/硕士及以上学历
7. Your current membership status with Sam's Club/您当前在山姆会员店的会员资格状态 Non-member (never applied)/非会员（从不使用） Former member (previously held but now expired)/前任成员（曾经是会员，但现在已经过期） Active ordinary member（活跃普通会员） Active premium/Plus member/活跃高级会员/Plus 会员
8. How long have you been a Sam's Club member?/您加入山姆会员店会员资格已有多久了？ Less than 6 months/不足6个月 6 months-1 year/6个月至1年 1-3 years/1至3年 More than 3 years/超过3年 Not a member/非会员
9. How well do you understand the rights and benefits of Sam's Club membership (e.g., exclusive prices, member-only products, free trial, cashback)/您对山姆会员店会员权益（如专属价格、会员专享商品、免费试用、返现优惠）的了解程度如何？ Very well/非常好 Somewhat well/较好 Average/一般 Not very well/不太好 Not at all/一点也不
10. How attractive do you find the core benefits of Sam's Club membership?/您觉得山姆会员店会员的核心优势有多吸引人？ Very attractive/非常有吸引力 Somewhat attractive/有一定吸引力 Average/ 一般 Not very attractive/不太有吸引力 Not attractive at all/完全没有吸引力
11. How do you evaluate the cost-performance ratio of Sam's Club membership fee (e.g., 260 yuan/year for ordinary membership, 680 yuan/year for Plus)/您如何评估山姆会员卡的性价比（例如，普通会员每年需支付 260 元，Plus 会员每年需支付 680 元）？ Very cost-effective/非常经济实惠 Relatively cost-effective/相对经济实惠 Average/一般☐ 不太经济实惠 Not very cost-effective/完全不经济实惠
12. Which of the following membership benefits most influence your decision to join/renew Sam's Club (select up to 3)/以下会员权益中，哪一项对您是否加入或续订Sam‘s Club的影响最大？（最多可选择3项） Exclusive member prices on bulk products/批量商品的专属会员价格 Cashback/rebate benefits (e.g., 2% cashback for Plus members)/现金返还/折扣优惠（例如，Plus 会员可享受 2%的现金返还） Member-only limited-edition products/会员专属限量版商品 Free trial of high-value products/ 高价值商品的免费试用 Priority service (e.g., early store entry, dedicated checkout)/优先服务（例如，优先进入商店、专属结账） Extended warranty/after-sales service/延长保修/售后服务 Other/ 其他
13. I feel that Sam's Club membership brings me a sense of "exclusive privilege" and status.1 (Strongly Disagree) to 5 (Strongly Agree) /我觉得加入山姆会员店会员后，让我获得了‘专属特权’和身份认同感.1（强烈不同意）至5（强烈同意） 1 2 3 4 5
14. I trust the quality and safety of Sam's Club products more because of its membership system.1 (Strongly Disagree) to 5 (Strongly Agree) /由于拥有会员制度，我对山姆会员店的产品质量和安全性更有信心了。1（强烈不同意）至 5（强烈同意） 1 2 3 4 5
15. I feel a sense of "loss aversion" when my Sam's Club membership is about to expire .(e.g., worrying about losing benefits)1 (Strongly Disagree) to 5 (Strongly Agree)/ 当我的山姆会员卡即将到期时，我会有“损失厌恶”的感觉。（比如，担心会失去某些福利）1（强烈不同意）至 5（强烈同意） 1 2 3 4 5
16. I believe that shopping at Sam's Club with a membership is more "value for money" than shopping at ordinary supermarkets.1 (Strongly Disagree) to 5 (Strongly Agree)/ 我认为拥有会员资格后在山姆会员店购物比在普通超市购物更具“性价比”。1（强烈不同意） 至 5（强烈同意） 1 2 3 4 5
17. The membership system makes me more willing to recommend Sam's Club to friends and family.1 (Strongly Disagree) to 5 (Strongly Agree) /这种会员制度让我更愿意向朋友和家人推荐山姆会员店。1（强烈不同意）至 5（强烈同意） 1 2 3 4 5
18. After becoming a Sam's Club member, your monthly shopping frequency at Sam's Club has/成为山姆会员店会员后，您每月在山姆会员店的购物频率将: Significantly increased/显著增加 Slightly increased/有轻微增加 No change/没有变化 Decreased/减少
19. After becoming a Sam's Club member, your average single purchase amount at Sam's Club has/成为山姆会员后，您在山姆会员店的每次平均购买金额为： Significantly increased/显著增加 Slightly increased/有轻微增加 No change/没有变化 Decreased/减少
20. Have you ever purchased large-bulk or high-priced products at Sam's Club mainly because of your membership benefits?/你是否曾因为享受会员优惠而选择在山姆会员店购买大件或高价商品呢？ Often/经常 Occasionally/偶尔 Never/从不
21. If Sam's Club raises its membership fee while keeping benefits unchanged, your willingness to renew your membership would/如果山姆会员店提高会员费但保持现有福利不变，那么您续费会员的意愿将会: Significantly decrease/显著降低 Slightly decrease/略微降低 No change/无变化 Slightly increase/略微增加 Significantly increase/显著增加
22. If Sam's Club adds more exclusive benefits (e.g., higher cashback, more free trials), your willingness to upgrade to a higher-tier membership would/如果山姆会员店增加更多专属优惠（比如更高的现金返还比例、更多的免费试用项目），您是否会愿意升级到更高级别的会员资格呢？ Significantly increase/显著增加 Slightly increase/略微增加 No change/无变化 Slightly decrease/略微降低 Significantly decrease/显著降低
23. Compared to other warehouse clubs (e.g., Costco, Hema X ), Sam's Club membership system makes you/与其他仓储式超市（如好市多、盒马鲜生）相比，山姆会员店的会员制度使您: Much more willing to choose Sam's Club/更倾向于选择Sam‘s Club Slightly more willing to choose Sam's Club/略微更倾向于选择Sam’s Club No difference/无差异 Slightly less willing to choose Sam's Club/略微不太倾向于选择Sam‘s Club Sam’s Club Much less willing to choose Sam's Club/极不倾向于选择Sam’s Club
24. Do you have any suggestions for Sam's Club to optimize its membership system to further enhance consumers' purchase intention?/您对山姆会员店优化会员体系有何建议，以进一步提升消费者的购买意愿？