您好！本问卷旨在了解消费者在不同活动目的下如何选择独立咖啡馆，以及如何利用网络平台、用户评价和其他信息判断咖啡馆是否符合需求。本研究以苏州的独立咖啡馆为主要背景，独立咖啡馆指非大型连锁品牌、由独立经营者或本地品牌运营的咖啡馆。问卷预计需要8–10分钟，所有回答仅用于IND210课程学术研究。问卷匿名，不收集姓名、电话等个人身份信息。参与完全自愿，您可以随时停止填写。由于问卷匿名，提交后可能无法单独识别并撤回您的答卷。感谢您的参与！
This survey explores how consumers choose independent cafés for different activities and use online platforms, reviews and other sources to assess whether a café meets their needs. This study focuses on independent cafés in Suzhou, run by independent owners or local brands rather than major chain brands. The survey takes approximately 8–10 minutes. Responses will be used only for IND210 coursework research. It is anonymous and does not collect names, phone numbers or other direct identifiers. Participation is voluntary and you may stop at any time. Because responses are anonymous, it may not be possible to identify and withdraw an individual response after submission. Thank you for participating!
PART A 基本信息与咖啡馆使用习惯 | PARTICIPANT PROFILE & CAFÉ HABITS 1. 您的年龄属于以下哪个区间？ / Which age group do you belong to? 18岁以下 / Under 18 18–24岁 / 18–24 25–34岁 / 25–34 35–44岁 / 35–44 45–54岁 / 45–54 55岁及以上 / 55 or above 不愿透露 / Prefer not to say
2. 您的性别为？ / What is your gender? 男 / Male 女 / Female 不愿透露 / Prefer not to say
3. 过去12个月内，您是否去过苏州的独立咖啡馆（即非大型连锁品牌、由独立经营者或本地品牌运营的咖啡馆）？ / Have you visited an independent café in Suzhou in the past 12 months (i.e. a café operated by an independent owner or local brand rather than a major chain)? 是 / Yes 否 / No
4. 过去三个月，您平均多久去一次苏州的独立咖啡馆？ / How often have you visited independent cafés in Suzhou over the past three months? 每周3次及以上 / 3 or more times per week 每周1–2次 / 1–2 times per week 每月2–3次 / 2–3 times per month 每月1次或更少 / Once a month or less 过去三个月没有去过 / Have not visited in the past three months
5. 您对苏州独立咖啡馆的熟悉程度如何？ / How familiar are you with independent cafés in Suzhou? 非常熟悉，经常前往 / Very familiar; visit frequently 比较熟悉，偶尔前往 / Fairly familiar; visit occasionally 了解一些，但很少前往 / Know a little; rarely visit 基本不熟悉 / Not familiar at all
6. 您通常会因为什么目的前往苏州的独立咖啡馆？ / For what purposes do you usually visit independent cafés in Suzhou? 独自学习或使用电脑工作 / Studying or working alone on a laptop 阅读或进行其他个人活动 / Reading or other individual activities 与朋友聊天、聚会 / Chatting or meeting with friends 商务交流或小型会议 / Business discussions or small meetings 约会 / Dating 喝咖啡、享用甜点 / Coffee, drinks or desserts 放松、休息或消磨时间 / Relaxing, taking a break or passing time 拍照、欣赏空间环境 / Taking photos or enjoying the interior design 其他 / Other
PART B 不同活动目的下的咖啡馆选择标准 | ACTIVITY-BASED SELECTION CRITERIA 情境 A：独自使用电脑 / Scenario A: Working or studying alone on a laptop
您计划在苏州的一家独立咖啡馆独自使用笔记本电脑，完成约2小时的学习或工作。 / You plan to use a laptop to study or work alone for around two hours at an independent café in Suzhou.
情境 B：与朋友社交 / Scenario B: Socialising with friends
您计划在苏州的一家独立咖啡馆与两位朋友见面、聊天，停留约2小时。 / You plan to meet and chat with two friends for around two hours at an independent café in Suzhou.
假设两个情境的区域范围、到访时段及您的个人消费预算大致相同。请根据自己的真实偏好作答。 / Assume that the two scenarios involve similar areas, visit times and personal budgets. Please answer according to your own preferences.
7. 在情境 A（独自使用电脑）中，以下因素对您的咖啡馆选择有多重要？ / In Scenario A (working or studying alone on a laptop), how important is each of the following factors when choosing a café?
座位舒适度与桌面空间 / Seat comfort and tabletop space
店内声音环境是否适合活动 / Whether the sound environment suits the activity
Wi-Fi 的可用性 / Wi-Fi availability
电源插座的可用性 / Power outlet availability
座位空缺情况与拥挤程度 / Seat availability and crowding
是否允许较长时间停留 / Whether longer stays are allowed
饮品价格及最低消费要求 / Drink prices and minimum spending requirements
光照、温度等室内舒适度 / Indoor comfort, including lighting and temperature
空间氛围与视觉风格 / Atmosphere and visual style
地理位置与交通便利程度 / Location and transport convenience
8. 在情境 B（与朋友社交）中，以下因素对您的咖啡馆选择有多重要？ / In Scenario B (socialising with friends), how important is each of the following factors when choosing a café?
座位舒适度与桌面空间 / Seat comfort and tabletop space
店内声音环境是否适合活动 / Whether the sound environment suits the activity
Wi-Fi 的可用性 / Wi-Fi availability
电源插座的可用性 / Power outlet availability
座位空缺情况与拥挤程度 / Seat availability and crowding
是否允许较长时间停留 / Whether longer stays are allowed
饮品价格及最低消费要求 / Drink prices and minimum spending requirements
光照、温度等室内舒适度 / Indoor comfort, including lighting and temperature
空间氛围与视觉风格 / Atmosphere and visual style
地理位置与交通便利程度 / Location and transport convenience
9. 在情境 A（独自使用电脑）中，您最希望在到店前提前确认哪些信息？ / In Scenario A (working or studying alone on a laptop), which information would you most want to confirm before visiting? 座位与桌面大小 / Seating and table size 安静程度及声音环境 / Noise level and sound environment Wi-Fi 情况 / Wi-Fi availability 电源插座情况 / Power outlet availability 空余座位及拥挤程度 / Seat availability and crowding 是否允许长时间使用电脑或停留 / Whether laptop use or longer stays are allowed 价格及消费要求 / Prices and spending requirements 实际空间照片及室内环境 / Real-life photos and interior conditions 营业时间 / Opening hours 地理位置与交通 / Location and transport 其他 / Other
10. 在情境 B（与朋友社交）中，您最希望在到店前提前确认哪些信息？ / In Scenario B (socialising with friends), which information would you most want to confirm before visiting? 座位与桌面大小 / Seating and table size 安静程度及声音环境 / Noise level and sound environment Wi-Fi 情况 / Wi-Fi availability 电源插座情况 / Power outlet availability 空余座位及拥挤程度 / Seat availability and crowding 是否允许长时间使用电脑或停留 / Whether laptop use or longer stays are allowed 价格及消费要求 / Prices and spending requirements 实际空间照片及室内环境 / Real-life photos and interior conditions 营业时间 / Opening hours 地理位置与交通 / Location and transport 其他 / Other
PART C 真实的信息搜索与选择行为 | ACTUAL SEARCH & SELECTION BEHAVIOURS
以下问题请根据您最近一次在苏州主动选择独立咖啡馆的真实经历回答。 / For the following questions, think of the most recent time you actively chose an independent café in Suzhou. 11. 那一次，您前往咖啡馆的主要目的是什么？ / What was your main purpose for visiting the café on that occasion? 独自学习或工作 / Studying or working alone 与朋友社交 / Socialising with friends 阅读或个人休闲 / Reading or relaxing alone 商务交流 / Business discussions 约会 / Dating 咖啡、甜点或拍照体验 / Coffee, desserts or photography 其他 / Other
12. 您在那次选择过程中使用了哪些信息来源？ / Which information sources did you use when making that choice? 小红书 / Xiaohongshu (RED) 大众点评 / Dianping 美团 / Meituan 高德地图 / 百度地图 / Amap / Baidu Maps 抖音 / Douyin 咖啡馆官方账号或页面 / Official café accounts or pages 朋友或熟人推荐 / Recommendations from friends or acquaintances 自己以往到店的经验 / My own previous visits 路过时观察店面 / Noticing the café while passing by 没有提前搜索信息 / No advance information search 其他 / Other
13. 您在那次选择过程中进行了哪些操作？ / Which of the following actions did you take when making that choice? 根据活动目的搜索关键词 / Searched using activity-related keywords 比较多家咖啡馆的位置 / Compared locations of several cafés 查看评分及用户评价 / Read ratings and customer reviews 查看照片或视频 / Viewed photos or videos 特别关注近期评价 / Paid special attention to recent reviews 查找座位、设施或使用规定 / Checked seating, facilities or rules of use 查看价格与菜单 / Checked prices and menus 联系咖啡馆确认信息 / Contacted the café to confirm details 向朋友询问或核实 / Asked friends to verify information 直接选择熟悉的咖啡馆 / Chose a familiar café directly 没有进行信息搜索 / Did not search for information 其他 / Other
PART D 信息可信度、不确定性与实际体验 | CREDIBILITY, UNCERTAINTY & EXPERIENCE 14. 当您通过网络了解一家不熟悉的咖啡馆时，哪些因素最能让您相信相关信息？ / When researching an unfamiliar café online, what makes you trust the information most? 信息来自咖啡馆官方 / Information comes from the café itself 信息发布或更新的时间较近 / Information was posted or updated recently 有真实顾客拍摄的照片或视频 / Photos or videos taken by real customers 多名顾客提供了相似的评价 / Similar comments from multiple customers 评价中包含具体细节 / Reviews provide specific details 信息来自熟悉或信任的人 / Information comes from someone I know or trust 与自己以往的到店体验相符 / Information matches my previous experiences 平台评分较高 / High ratings on the platform 其他 / Other
15. 在您选择苏州独立咖啡馆的经历中，以下哪些信息曾经难以提前确认？ / When choosing independent cafés in Suzhou, which types of information have you found difficult to confirm in advance? 实际噪音水平 / Actual noise level 店内是否拥挤或有空座位 / Crowding and seat availability 桌面大小与座位舒适度 / Table size and seating comfort Wi-Fi 或插座的实际可用情况 / Whether Wi-Fi or power outlets actually work 是否允许长时间学习或工作 / Whether long periods of studying or working are allowed 是否有最低消费或其他使用规定 / Minimum spend or other rules of use 实际空间氛围是否与照片一致 / Whether the actual atmosphere matches online photos 是否适合多人交流 / Suitability for group conversations 信息是否仍然有效或准确 / Whether information is still current or accurate 没有明显难以确认的信息 / I have not experienced any major difficulty confirming information 其他 / Other
16. 如果在选择过程中无法确认某项重要信息，您通常会采取什么行动？ / If you cannot confirm an important piece of information, what do you usually do? 继续查看其他平台 / Check other platforms 查找更多照片或视频 / Look for more photos or videos 寻找近期或更详细的评价 / Look for recent or more detailed reviews 联系店员确认 / Contact café staff 向朋友询问 / Ask friends 选择自己去过的熟悉咖啡馆 / Choose a café I have visited before 更换其他候选咖啡馆 / Switch to another café 即使无法确认，也直接前往 / Visit anyway despite the uncertainty 放弃这次前往计划 / Cancel the visit 没遇到过这种情况 / I have not encountered this situation 其他 / Other
17. 回顾过去一年，您在苏州独立咖啡馆的实际到店体验与到店前的预期出现不一致的情况有多频繁？ / Over the past year, how often has your actual experience at an independent café in Suzhou differed from your expectations before visiting? 从未出现 / Never 很少出现 / Rarely 有时出现 / Sometimes 经常出现 / Often 无法判断或记不清 / Unable to judge or cannot remember
18. 如果出现过不一致，主要体现在哪些方面？ / If your experience differed from your expectations, in which ways? 实际环境比预期更吵 / The café was noisier than expected 店内比预期更拥挤 / The café was more crowded than expected 座位或桌面不符合需求 / Seating or table space did not meet my needs Wi-Fi、插座等设施不符合预期 / Wi-Fi or power outlets did not meet expectations 停留时间或使用规定与预期不同 / Length-of-stay or usage rules were different from expected 实际空间氛围与网络照片不符 / The actual atmosphere differed from online photos 价格或消费要求与预期不同 / Prices or spending requirements differed from expectations 实际体验比预期更好 / The actual experience was better than expected 其他 / Other
19. 您认为目前常用的信息渠道，能够在多大程度上帮助您提前判断苏州一家不熟悉的独立咖啡馆是否适合以下活动？ / How well do the information sources you currently use help you judge in advance whether an unfamiliar independent café in Suzhou is suitable for the following activities?
独自使用电脑学习或工作 / Studying or working alone on a laptop
与朋友见面、聊天 / Meeting and chatting with friends
PART E 开放式问题 | OPEN-ENDED QUESTIONS 20. 您能否分享一次在苏州选择独立咖啡馆时让您印象深刻的经历？ / Could you share a memorable experience of choosing an independent café in Suzhou?
21. 您认为目前的咖啡馆搜索或选择方式，有哪些可以改进的地方？ / What, if anything, could be improved about the way you currently search for or choose cafés?