新能源汽車品牌消費者態(tài)度調查問卷\nSurvey on Consumer Attitudes Toward New Energy Vehicle Brands

您好！我們是香港大學市場營銷專業(yè)的學生，正在進行一項關于消費者對新能源汽車品牌看法的調查。本問卷僅用于學術研究，所有回答將匿名處理，不會用于任何商業(yè)用途。請根據(jù)您的真實想法回答，沒有對錯之分。

Hello! We are students from the University of Hong Kong conducting a survey for a marketing research project. This survey aims to understand consumers’ perceptions of electric vehicle brands. All responses will remain anonymous and will be used for academic purposes only. Please answer the questions based on your honest opinions. There are no right or wrong answers.

第一部分

Part 1

您未來是否有購買新能源汽車的可能？

How likely are you to purchase an electric vehicle in the future?

有明確計劃I have a clear plan to purchase one有可能，但還不確定I might consider it, but I am not sure yet暫時沒有計劃I currently have no plans to purchase one

您聽說過或了解以下哪些新能源汽車品牌？

Which of the following electric vehicle brands have you heard of or are familiar with?

小米汽車Xiaomi Auto特斯拉Tesla比亞迪BYD蔚來NIO小鵬XPeng

第二部分

Part 2

在選擇新能源汽車時，以下因素對您來說有多重要？

-3 = 完全不重要 3 = 非常重要

When choosing an electric vehicle, how important are the following factors to you?

-3 = Not important at all 3 = Extremely important

高性價比

Competitive pricing

完全不重要 Not important at all

-3

-2

-1

非常重要 Extremely important

技術性能（如續(xù)航、加速、智能駕駛）

Technical performance (e.g., driving range, acceleration, intelligent driving features)

完全不重要 Not important at all

-3

-2

-1

非常重要 Extremely important

生態(tài)系統(tǒng)整合（如與手機、智能家居的聯(lián)動）

Ecosystem integration (e.g., connectivity with smartphones or smart home devices)

完全不重要 Not important at all

-3

-2

-1

非常重要 Extremely important

安全性

Safety

完全不重要 Not important at all

-3

-2

-1

非常重要 Extremely important

品牌創(chuàng)始人或領導者的個人形象與價值觀

The personal image and values of the brand’s founder or leader

完全不重要 Not important at all

-3

-2

-1

非常重要 Extremely important

第三部分

Part 3

請評價您對以下品牌新能源汽車的看法。

-3= 非常不同意 3= 非常同意

Please indicate how much you agree with the following statements about the electric vehicles of each brand.

-3 = Strongly disagree 3 = Strongly agree

小米汽車

Xiaomi Auto

小米汽車具有價格競爭力

Xiaomi Auto offers competitive pricing

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

小米汽車具有較強的技術性能

Xiaomi Auto has strong technical performance

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

10.

小米汽車可以較好地與其他智能設備聯(lián)動

Xiaomi Auto integrates well with other smart devices

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

11.

小米汽車是安全可靠的

Xiaomi Auto are safe and reliable

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

12.

小米汽車的領導者（雷軍）具有鮮明的個人形象和價值觀

Xiaomi Auto’s leader (Lei Jun) has a distinctive personal image and clear values.

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

特斯拉

Tesla

13.

特斯拉具有價格競爭力

Tesla offers competitive pricing

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

14.

特斯拉具有較強的技術性能

Tesla has strong technical performance

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

15.

特斯拉可以較好地與其他智能設備聯(lián)動

Tesla integrates well with other smart devices

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

16.

特斯拉是安全可靠的

Tesla integrates well with other smart devices

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

17.

特斯拉的領導者（馬斯克）具有鮮明的個人形象和價值觀

Tesla’s leader (Elon Musk) has a distinctive personal image and clear values.

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

18.

該題請選擇“非常不同意”

Please select “Strongly disagree” for this question.

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

第四部分

Part4

19.

總體而言，您對小米汽車這一品牌的喜愛程度？

Overall, how much do you like the brand Xiaomi Auto?

完全不喜歡 Do not like it at all

-3

-2

-1

非常喜歡 Like it very much

20.

總體而言，您對特斯拉這一品牌的喜愛程度？

Overall, how much do you like the brand Tesla?

完全不喜歡 Do not like it at all

-3

-2

-1

非常喜歡 Like it very much

21.

您未來購買小米新能源汽車的可能性有多大？

How likely are you to purchase a Xiaomi electric vehicle in the future?

非常不可能 Very unlikely

-3

-2

-1

非?？赡?Very likely

22.

您未來購買特斯拉新能源汽車的可能性有多大？

How likely are you to purchase a Tesla electric vehicle in the future?

非常不可能 Very unlikely

-3

-2

-1

非常可能 Very likely

第五部分

Part 5

請根據(jù)您的真實想法，評價以下陳述與您的符合程度。

-3= 非常不同意 3= 非常同意

Please indicate how much you agree with the following statements.

-3 = Strongly disagree 3 = Strongly agree

23.

我喜歡嘗試新的科技產品和創(chuàng)新技術。

I enjoy trying new technologies and innovative products.

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

24.

在做重要消費決策之前，我通常會認真查找和比較各種信息。

Before making important purchase decisions, I usually search for and compare a lot of information.

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

25.

我通常更傾向于選擇自己十分熟悉或大眾認可的品牌。

I tend to prefer brands that are familiar to me or widely recognized by the public.

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

26.

我喜歡購買能夠體現(xiàn)自己個性或生活方式的產品。

I like purchasing products that reflect my personal style or lifestyle.

非常不同意 Strongly disagree

-3

-2

-1

非常同意 Strongly agree

第六部分

Part 6

27.

在比較或了解新能源汽車品牌時，您主要通過哪些渠道獲取信息？

When comparing or learning about electric vehicle brands, which of the following channels do you mainly rely on for information?

品牌官方網站或官方賬號 Official brand websites or official accounts專業(yè)汽車媒體或評測網站Professional automotive media or review websites社交媒體平臺（如小紅書、微博、Instagram 等）Social media platforms (e.g., Xiaohongshu, Weibo, Instagram)視頻內容平臺（如YouTube、B站、抖音等）Video platforms (e.g., YouTube, Bilibili, TikTok/Douyin)朋友或家人的推薦Recommendations from friends or family線下門店、展廳或試駕體驗Offline dealerships, showrooms, or test drives汽車論壇或用戶社區(qū)Automotive forums or user communities其他Others

第七部分

Part 7

28.

您的性別

Gender

男Male女Female不愿透露Prefer not to say

29. 您的年齡

20歲以下Under 2020–2930–3940歲及以上40 and above

30.

您的月收入水平

Monthly income

3000元以下Below 3,000 RMB3000-5999元3,000–5,999 RMB6000-9999元6,000–9,999 RMB10000元及以上10,000 RMB and above

更多問卷復制此問卷