AI虚拟网红对大学生在时尚直播中购买意愿的影响

Dear,

We are currently conducting research on the topic of "The Impact of AI Virtual Influencers on college student purchase intentions in Fashion Livestream Commerce"

This survey is designed for undergraduate or graduate students who have watched fashion livestreams featuring AI virtual influencers. The purpose of the research is to understand viewers' perceptions, attitudes, and evaluations of AI virtual influencers, and to analyze the extent to which these factors influence fashion purchase intentions in the context of livestream commerce.

All information you provide will be kept strictly confidential, used only for academic research purposes, and will not be used for any commercial purposes. Participation in the survey is entirely voluntary, and your answers will be crucial to the research results.

We sincerely thank you for taking time to complete this survey. A gift will be attached after you submit the survey.

Thank you!



尊敬的先生/女士：

我们目前正在开展一项关于“AI虚拟网红对学生在时尚直播中购买意愿的影响”的研究。

本调查面向观看过包含AI虚拟网红的时尚直播的本科生或研究生。研究旨在了解观众对AI虚拟网红的认知、态度和评价，并分析这些因素在多大程度上影响他们在直播电商环境下的时尚购买意愿。

您提供的所有信息将严格保密，仅用于学术研究，不会用于任何商业用途。参与本次调查完全出于自愿，您的回答对研究结果至关重要。

衷心感谢您抽出时间完成本次调查。提交调查后，您将收到一些小礼物。

非常感谢！


Part One: Basic Information
（第一部分：基本信息）
1. Please fill in your name or email address?
（填写名字或电子邮件？）
2. Gender:
（性别）
3.
Age:
（年龄）
4.
What country/region are you from?
（你来自哪个国家/地区？）
5.
What is your current education level?
（你目前的受教育阶段是？）
6.
Where do you live/study?
(你住在哪里/在哪里学习?)
7. How often do you watch live streams?
（你观看直播的频率是？）
8. How often do you buy fashion products through live streaming?
（你通过直播购买服装产品频率是？）
9. How much do you spend on clothing products each month during live streams?
（你每月在直播中服装产品消费金额大约为？）
Part Two: Hypothesis Testing Questions/第二部分：假设检验题项
Use a 5-point Likert scale/采用五点Likert量表
10. The questions assess the appeal of AI influencers to viewers
（这些题项用于评估AI虚拟主播对消费者的吸引力）
  • Completely Disagree/完全不同意
  • Disagree/不同意
  • Neutral/一般
  • Agree/同意
  • Completely Agree/完全同意
AI virtual influencer is attractive in appearance. (AI虚拟主播具有吸引人的外表）
The style of AI virtual influencer appeals to me. (AI虚拟主播的风格对我来说很有吸引力）
AI virtual influencer gives a fashionable and modern impression. (AI虚拟主播给人一种时尚且现代的感觉）
11. The questions assess the similarity of AI influencers to viewers
（这些题项用于评估AI虚拟主播与消费者的相似性）
  • Completely Disagree/完全不同意
  • Disagree/不同意
  • Neutral/一般
  • Agree/同意
  • Completely Agree/完全同意
I feel that AI virtual influencer has a style similar to mine.（我觉得AI虚拟主播的风格与我比较相似）
AI virtual influencer represents the fashion taste that I like.（AI虚拟主播代表了我喜欢的时尚风格）
I can easily relate to the image presented by AI virtual influencer.（我很容易对AI虚拟主播所呈现的形象产生共鸣）
12. The questions assess the perceived realism of AI influencers 
（这些题项用于评估对AI虚拟主播真实程度的感知）
  • Completely Disagree/完全不同意
  • Disagree/不同意
  • Neutral/一般
  • Agree/同意
  • Completely Agree/完全同意
AI virtual influencer looks very similar to a real person.（AI虚拟主播看起来非常像真人）
The gestures and facial expressions of AI virtual influencer are quite natural.（AI虚拟主播的动作和表情比较自然）
The way AI virtual influencer introduces products feels authentic.（AI虚拟主播介绍产品的方式给人一种真实的感觉）
13. Are you seriously completing this questionnaire? If yes, please select “Disagree”
（你是否认真做该问卷，如果是，请选“不同意”）
14. The questions assess consumer's perceived value
（这些题项用于评估消费者的感知价值）
  • Completely Disagree/完全不同意
  • Disagree/不同意
  • Neutral/一般
  • Agree/同意
  • Completely Agree/完全同意
The livestream helps me better understand the product’s material, style, and how to match or coordinate it.（该直播让我更清楚地了解产品的材质、款式以及搭配方式）
The products introduced in livestream are worth considering for purchase.（直播中推荐的产品具有较高的实用性和吸引力，值得我进一步考虑购买）
Compared with the time I spend watching it, AI livestream is worthwhile.（与我花费的观看时间相比，AI直播是值得的）
15. The questions assess consumer's purchase intention
（这些题项用于评估消费者的购买意愿）
  • Completely Disagree/完全不同意
  • Disagree/不同意
  • Neutral/一般
  • Agree/同意
  • Completely Agree/完全同意
I will consider purchasing the products recommended by AI virtual influencer.（我会考虑购买AI虚拟主播推荐的产品）
The likelihood that I would purchase the products introduced in livestream is quite high.（我购买直播中推荐产品的可能性较高）
Compared with human influencers, AI virtual influencer makes me more willing to buy the products.（与人类网红相比，人工智能虚拟网红更能激发我的购买欲望）
16. The questions assess the Consumer Skepticism
（这些题项用于评估消费者怀疑）

  • Completely Disagree/完全不同意
  • Disagree/不同意
  • Neutral/一般
  • Agree/同意
  • Completely Agree/完全同意
I often doubt marketing content generated by AI.（我通常对由AI生成的营销内容持怀疑态度）
I do not easily trust product recommendations made by AI. （我不太容易相信AI推荐的产品）
I feel more skeptical when watching an AI virtual influencer introduce products than when watching a real person.（与真人推广产品相比，我观看人工智能虚拟网红推广产品时会更加怀疑）
17.
Assessing consumers's Brand Trust in the livestream (Let’s assume the brand featured in the livestream with AI is Uniqlo)
这些题项用于评估品牌信任(假设在AI直播中出现的品牌是优衣库）
  • Completely Disagree/完全不同意
  • Disagree/不同意
  • Neutral/一般
  • Agree/同意
  • Completely Agree/完全同意
I believe that the brand appearing in the livestream has the features it claims in its advertising.（我认为直播里的品牌能够实现其所声称的功能）
I believe that the brand appearing in the livestream is of better quality than similar brands.（我认为该品牌在质量方面会比其他同类品牌做得更好）
I believe that everything this brand does is for consumers.（我相信该品牌的各种行动都是为了维护消费者的利益）
18. In your opinion, what aspects of AI virtual influencer fashion livestreams need improvement (for example: content, interaction style, authenticity, style, etc.) to provide a better experience?
您认为AI虚拟主播的时尚直播还需要改进哪些方面（例如：内容、互动方式、真实感、风格等），以提升您的观看体验？
19. Who did you receive this survey from?
（你是从谁收到这份调查问卷的？）
更多问卷 复制此问卷