## COVER

Questionnaire

Questionnaire on Bilibili Membership and Creator Ecosystem

Dear Respondents,

Hello! We are conducting a research on the marketing strategy of Bilibili membership and creator ecosystem. This study aims to understand consumers' expectations and satisfaction with online video and creator platforms, as well as suggestions for improvement. Your participation will greatly contribute to our research and help us improve the service quality and marketing strategies of Bilibili. Your responses will be kept strictly confidential and used solely for academic research purposes. We promise not to disclose your personal information or use your answers for any commercial purposes. This questionnaire will take approximately 3 minutes to complete. Thank you for your support and cooperation!

## Q1 [Single choice] — Demographics / 样本构成
Question 1: What is your gender?

- male

- female- prefer not to say

## Q2 [Single choice] — Demographics / 样本构成
Question 2: What is your identity and age band?

- student, 18-25 years old

- student, 25-30 years old- working professional, 18-25 years old- working professional, 25-35 years old- other age group

## Q3 [Single choice] — Place/Competition (T: 爱腾优抖竞争)
Question 3: Which video platform have you subscribed to or used most in the past 6 months?

- Bilibili Premium Membership

- Tencent Video VIP- iQIYI VIP- Youku VIP- Douyin / TikTok membership or other short-video membership- none of the above

## Q4 [Single choice] — Product/Price动机 (S: 社区+内容差异化)
Question 4: What is the main reason why you choose (or would choose) to become a Bilibili Premium member?

- exclusive anime, guochuang and licensed content

- bullet-chat community and creator (UP) culture- ad-free viewing and higher quality (4K, Dolby, offline cache)- fan support for favorite UP creators / live streamers- joint membership or student discount promotion- other

## Q5 [Single choice] — Place/Engagement 使用频率
Question 5: How often do you use Bilibili (APP / PC / TV)?

- daily, over 2 hours

- daily, under 2 hours- 3-4 times per week- 1-2 times per week- rarely, less than once per week

## Q6 [Multiple choice] — Product核心差异化 (S: 二创/国创/弹幕/UP)
Question 6: What is your favorite type of content on Bilibili? (Multiple choice)

- anime, guochuang and dramas

- creator (UP) original videos and second-creation works- bullet-chat interaction and community discussion- live streaming and e-sports events- knowledge, study and tech zones- music, dance and gaming videos

## Q7 [Single choice] — Price 性价比感知 (W: 价格敏感)
Question 7: Do you think the value of Bilibili Premium membership is consistent with the price?

- strongly consistent, worth the price

- basically consistent- neutral / unsure- not very consistent, a bit expensive- inconsistent, too expensive

## Q8 [Single choice] — Product 内容质量满意度
Question 8: How satisfied are you with the content quality of Bilibili (exclusives, update speed, recommendation accuracy)?

- very satisfied

- satisfied- neutral- dissatisfied- very dissatisfied

## Q9 [Single choice] — Place 体验满意度 (跨端/弹幕/无广告)
Question 9: How satisfied are you with the user experience of Bilibili (interface, bullet-chat, cross-device sync, customer service)?

- very satisfied

- satisfied- neutral- dissatisfied- very dissatisfied

## Q10 [Single choice] — Promotion 推荐度 (NPS 5级)
Question 10: How likely are you to recommend Bilibili Premium membership to friends?

- definitely recommend

- probably recommend- neutral / unsure- probably not recommend- definitely not recommend

## Q11 [Single choice] — 续费意愿
Question 11: What is your intention to renew (or first purchase) your Bilibili Premium membership?

- definitely renew / purchase

- probably renew / purchase- unsure- probably not renew / purchase- definitely not renew / purchase

## Q12 [Single choice + Other] — 不满原因全覆盖 (W: 价格/续费/内容/体验)
Question 12: Why are you not satisfied (or hesitant) about Bilibili Premium membership? (If satisfied, please choose the closest concern.)

- membership price is high / continuous monthly cost pressure

- auto-renewal rules and refund process are unclear- exclusive content is insufficient or updates slowly- ads, playback or cross-device experience needs improvement- prefer free content and UP incentive content, no need to pay- Other (please specify)

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