Questionnaire on Cross‑border Live‑streaming E‑commerce in Southeast Asian Markets
Part 1: Demographic Information
1. What is your gender?
Male
Female
Prefer not to say
2. Which age group do you belong to?
Under 18
18-25
26-35
36-45
46 and above
3. Which country/region are you currently located in?
请选择
4. How long have you resided in your current country/region?
Less than 1 year
1-3 years
4-10 years
More than 10 years
Permanent resident / Local native
5. Which language do you prefer to use for daily shopping-related communication?
Local official language
Chinese
English
Other
6. Have you ever purchased goods from cross-border e-commerce channels?
Yes
No
Part 2: Streamer Types and Streamer Strategic Characteristics
7. Which cross-border live-streaming platforms do you watch most frequently?
TikTok Shop
Shopee Live
Lazada Live
Other
8. How often do you watch cross-border e-commerce live streams per week on average?
Hardly ever
1-2 times
3-5 times
Almost every day
9. What is your approximate monthly spending on purchases from cross-border live-streaming shopping? (in local currency)
10. Can you distinguish different streamer types before watching cross-border live streams?
Very familiar; I can clearly tell them apart
Somewhat familiar; I can roughly distinguish them
I have heard of these types but cannot tell specific differences
Completely unfamiliar; this is my first time hearing about these classifications
11. Which of the following types of streamers have you actually encountered in cross-border live-streaming rooms?
Professional sales-oriented streamers
Local real-person entertainment-oriented streamers
Official brand professional streamers
AI virtual streamers
Top-tier influencer streamers
Origin-source streamers
None of the above
12. By which features do you judge what type a cross-border streamer belongs to?
Streamer's nationality / language accent
Follower base and social-media account background of the streamer
Whether the live-stream room belongs to a brand store account or an individual creator account
Product sources and brand ownership of goods sold in the live room
Live-stream style and degree of script professionalism
I do not deliberately distinguish streamer types
13. This type of streamer possesses sufficient product expertise and can clearly explain product specifications, usage scenarios and after-sales policies.
1
2
3
4
5
6
7
Professional sales-oriented streamer
Local real-person entertainment-oriented streamer
Official brand professional streamer
AI virtual streamer
Top-tier influencer streamer
Origin-source streamer
14. This type of streamer introduces products objectively and truthfully without exaggerating product effects or making false claims.
1
2
3
4
5
6
7
Professional sales-oriented streamer
Local real-person entertainment-oriented streamer
Official brand professional streamer
AI virtual streamer
Top-tier influencer streamer
Origin-source streamer
15. This type of streamer's verbal expression and behavioral style fit local consumers' habits.
1
2
3
4
5
6
7
Professional sales-oriented streamer
Local real-person entertainment-oriented streamer
Official brand professional streamer
AI virtual streamer
Top-tier influencer streamer
Origin-source streamer
16. This type of streamer boosts audience engagement via time-limited benefits, Q&A giveaways and other activities.
1
2
3
4
5
6
7
Professional sales-oriented streamer
Local real-person entertainment-oriented streamer
Official brand professional streamer
AI virtual streamer
Top-tier influencer streamer
Origin-source streamer
Part 3: Consumers' Perceived Trust and Perceived Value
17. I believe the product information provided by the cross-border live-stream streamer is credible.
1
1
2
3
4
5
6
7
7
18. I trust the quality of goods sold in the live-stream room and do not worry about counterfeit products.
1
1
2
3
4
5
6
7
7
19. I trust the after-sales service, customs clearance and logistics guarantees provided by this cross-border live-streaming platform.
1
1
2
3
4
5
6
7
7
20. The product information provided by this streamer helps my purchase-making decisions.
1
1
2
3
4
5
6
7
7
21. Watching this streamer's live streams helps me better judge whether a product is worth buying.
1
1
2
3
4
5
6
7
7
22. Considering product information, prices and the streamer's introduction, I think goods offered in this live stream deliver high value.
1
1
2
3
4
5
6
7
7
23. In this streamer's live-stream room, I am willing to purchase the cross-border goods they recommend.
1
1
2
3
4
5
6
7
7
24. If I have a satisfactory experience, I would recommend this streamer's live-stream room to my friends and relatives.
1
1
2
3
4
5
6
7
7
25. Even if prices are slightly higher than other channels, I am still willing to pay more for goods from this streamer's live-stream room.
1
1
2
3
4
5
6
7
7
Part 4: Perceived Demand Fluctuation and Behavioral Intention
26. Reminders such as "limited stock" and "only X items left" publicized by streamers make me perceive that product supply is tight (perception of inventory shortage).
1
1
2
3
4
5
6
7
7
27. For cross-border live-stream products, I am highly sensitive to changes in logistics delivery lead-time.
1
1
2
3
4
5
6
7
7
28. What waiting time for cross-border product shipment can you generally accept when watching live streams?
1-3 days (local warehouse delivery)
4-7 days
8-14 days (direct shipment from China)
Acceptable even for more than 15 days
Uncertain, depends on the product
29. When products sell out due to large-scale promotions in live-stream rooms, how long do you estimate it will take for restocking?
Within 1-3 days
4-7 days
8-14 days
More than 15 days
Cannot judge
Part 5: For Non-buyers Only
30. What are your main reasons for not purchasing from cross-border live-stream rooms?
Fear of counterfeit goods or poor quality assurance
Long logistics lead-time and troublesome product returns & exchanges
Insufficient trust in streamers
No obvious price advantage for cross-border goods
Concerns about customs duties or parcel loss
Language-communication barriers (streamers speak Chinese or other foreign languages)
31. How likely are you to try purchasing cross-border e-commerce goods in the near future?
Extremely unlikely
Low likelihood
Uncertain, depends on circumstances
High likelihood
Extremely likely
32. If you consider buying cross-border goods in the future, which factors will motivate you to make a purchase?
Products that match my personal needs
Clear and easy-to-understand shopping-process instructions
Complete after-sales guarantees and return-exchange services
Fast logistics with transparent and traceable logistics information
Real-world usage recommendations and reviews from people around me
Authoritative platform-backed authenticity guarantees
Favorable price promotions
33. When you only browse cross-border live streams without placing orders, which streamer-related factors will affect your future willingness to purchase cross-border goods?
Streamer's nationality and language expression
Whether the streamer is an influencer or an official brand-store streamer
Streamer's professionalism and credibility
MCN agency / brand background behind the streamer
Live-stream comment sections and feedback from followers
Streamer type has no influence on me at all
34. What suggestions do you have for improving the cross-border live-streaming shopping experience in Southeast Asian markets?
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