Survey on Impulse Buying Behavior in Live Streaming E-Commerce (Targeting Chinese Gen Z Consumers)

This anonymous survey is part of a master's dissertation at King's College London. Your participation is entirely voluntary. No personally identifiable information will be collected. You may withdraw at any time before submitting the survey. Once submitted, data cannot be withdrawn due to anonymity. Estimated completion time: 5–7 minutes.

Q1. I have read and understood the information provided and I agree to take part in this research project.
Q2. What is your age?
Q3. What is your gender?
Q4. What is your current status?
Q5. How many times do you shop via live-streaming platforms each month?
Q6. Which live-streaming platforms do you usually use? (Multiple choice)
Please rate the following statements on streamer credibility (1=Strongly Disagree, 5=Strongly Agree):
Q7. I can interact with the anchor or the audience during the stream, which makes me feel really good
Q8. The streamer responds promptly to viewer questions
Q9. Interactivity increases my interest in buying

Please rate the following statements on promotions and scarcity (1=Strongly Disagree, 5=Strongly Agree):

Q10. Limited-time offers pressure me to buy quickly
Q11. The streamer often emphasizes 'only this time' or 'limited stock'
Q12. Promotions make me fear missing out on good deals

Please rate the following statements on emotional response (1=Strongly Disagree, 5=Strongly Agree):

Q13. I get emotionally excited during live-streams
Q14. Live-streaming strongly triggers my desire to buy
Q15. The atmosphere of live-streaming affects my purchasing decisions

Please rate the following statements on trust (1=Strongly Disagree, 5=Strongly Agree):

Q16. I trust that the products recommended are of good quality
Q17. I believe the platform provides reliable customer service
Q18. Overall, I feel live-stream shopping is trustworthy

Please rate the following statements on impulse buying behavior (1=Strongly Disagree, 5=Strongly Agree):

Q19. I often place orders without prior planning
Q20. I tend to make quick purchase decisions during live-streams
Q21. I have bought things I didn't need because of a live-stream
Q22. Sometimes I regret my impulse purchases during live-streams
Q23. Compared to traditional e-commerce, I am more likely to make impulse purchases in live-stream shopping.

Under the current economic environment, do the following statements describe your thoughts? (1=Strongly Disagree, 5=Strongly Agree):

Q24. My income is limited, but I still want to buy cost-effective products via live-streaming
Q25. Live-stream shopping gives me better value for money than regular e-commerce
Q26. I care whether the streamer recommends affordable yet quality products
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