主播屬性對消費者購買意愿的調(diào)查問卷（服裝類——以抖音為例）

The Influence of Live-Streamer Attributes on Fashion Consumers’ Purchase Intention on Douyin
? This questionnaire is for academic research only. All responses will be kept confidential.
? Please answer based on your actual experience and select the option that best matches your opinion.
? 本問卷僅用于學(xué)術(shù)研究，所有資料將嚴(yán)格保密。
? 請根據(jù)您的真實體驗作答，并選擇最符合您意見的選項。
    本問卷分成這些部分：/ The questionnaire is divided into the following parts:
1. General Information / 受訪者基本信息
2. The Influence of Live-Streamer Professionalism on Consumers’ Purchase Intention / 主播專業(yè)性對消費者購買意愿的影響
3. The Influence of Live-Streamer Interactivity on Consumers’ Purchase Intention / 主播互動性對消費者購買意愿的影響
4. The Influence of Live-Streamer Attractiveness on Consumers’ Purchase Intention / 主播吸引力對消費者購買意愿的影響
5. The Influence of Consumer Trust on Consumers’ Purchase Intention / 消費者信任對消費者購買意愿的影響
6. Consumer Purchase Intention / 消費者購買意愿
7. Additional Comments / 其他建議
Part 1 General Information / 受訪者基本信息
This section collects your basic information, including gender, age, education level, occupation, as well as your experience with watching and purchasing fashion products through Douyin live streams.
本部分主要收集您的基本信息，包括性別、年齡、教育程度、職業(yè)，以及您觀看和購買抖音服裝類直播的相關(guān)情況。
1. Gender / 性別
2. Age / 年齡
3. Education level / 受教育程度
4. Have you ever watched fashion live streams on Douyin? / 您是否看過抖音服裝類直播？
5. Frequency of watching fashion live streams on Douyin / 您觀看抖音服裝類直播的頻率
6. Have you ever purchased fashion products through Douyin live streams? / 您是否曾通過抖音直播購買服裝產(chǎn)品？
Part 2 The Influence of Live-Streamer Professionalism on Consumers’ Purchase Intention / 主播專業(yè)性對消費者購買意愿的影響
This section aims to understand your perception of the live streamer’s professionalism, including their product knowledge, clarity of explanation, and ability to provide useful purchase advice.
本部分主要了解您對主播專業(yè)能力的看法，包括主播是否了解產(chǎn)品、講解是否清晰，以及是否能夠提供有用的購買建議。

Scoring scale / 評分說明

1 = Strongly disagree/非常不同意

2 = Disagree / 不同意
3 = Neutral / 一般
4 = Agree / 同意
5 = Strongly agree / 非常同意
7. The live streamer has strong professional knowledge about fashion products.
主播對服裝產(chǎn)品具有較強的專業(yè)知識。
8. The live streamer can clearly explain product details.
主播能夠清晰地講解產(chǎn)品細(xì)節(jié)。
9. The live streamer can provide useful suggestions for purchase decisions.
主播能夠為購買決策提供有用的建議。
10. The live streamer appears professional and skillful when presenting products.
主播在展示產(chǎn)品時顯得專業(yè)且熟練。
11. When a live streamer exaggerates product information, my willingness to buy decreases.
當(dāng)主播夸大產(chǎn)品信息時，我的購買意愿會下降。
12. When a live streamer is unable to clearly answer questions about the product, my purchase intention decreases.
當(dāng)主播無法清晰回答有關(guān)產(chǎn)品的問題時，我會降低購買意愿。
Part 3 The Influence of Live-Streamer Interactivity on Consumers’ Purchase Intention / 主播互動性對消費者購買意愿的影響
This section examines the interaction between the live streamer and viewers, such as responsiveness, sense of participation, and whether the streamer adjusts content based on audience feedback.
本部分主要了解主播與觀眾之間的互動情況，例如是否及時回應(yīng)問題、是否讓您感到參與感，以及是否根據(jù)觀眾反饋調(diào)整內(nèi)容。

Scoring scale / 評分說明

1 = Strongly disagree/非常不同意

2 = Disagree / 不同意
3 = Neutral / 一般
4 = Agree / 同意
5 = Strongly agree / 非常同意
13. The live streamer responds to viewers’ questions in a timely manner.
主播能夠及時回應(yīng)觀眾的問題。
14. The interaction between the live streamer and viewers makes me feel involved.
主播與觀眾之間的互動讓我感到參與感。
15. The live streamer adjusts the presentation based on viewers’ feedback.
主播會根據(jù)觀眾反饋調(diào)整介紹方式。
16. The live streamer creates a relaxed and communicative live-stream atmosphere.
主播營造了輕松且有交流感的直播氛圍。
17. When a live streamer pressures viewers to place an order quickly, I become less willing to buy.
當(dāng)主播過度催促下單時，我會降低購買意愿。
Part 4 The Influence of Live-Streamer Attractiveness on Consumers’ Purchase Intention / 主播吸引力對消費者購買意愿的影響

This section focuses on your evaluation of the live streamer’s attractiveness, including appearance, communication style, and personal charm, and whether these factors influence your interest in the products.

本部分主要了解您對主播吸引力的評價，包括外表形象、表達(dá)風(fēng)格以及個人魅力是否會影響您繼續(xù)觀看或關(guān)注商品。

Scoring scale / 評分說明

1 = Strongly disagree/非常不同意

2 = Disagree / 不同意
3 = Neutral / 一般
4 = Agree / 同意
5 = Strongly agree / 非常同意
18. The live streamer’s appearance is attractive.
主播的外表形象具有吸引力。
19. The live streamer’s presentation style makes me willing to continue watching.
主播的表達(dá)風(fēng)格讓我愿意繼續(xù)觀看。
20. The live streamer’s personal charm increases my attention to the product.
主播的個人魅力能夠增強我對產(chǎn)品的關(guān)注。
21. The overall image of the live streamer matches the fashion products being promoted.
主播整體形象與服裝產(chǎn)品相匹配。
Part 5 The Influence of Consumer Trust on Consumers’ Purchase Intention / 消費者信任對消費者的購買意愿的影響

This section explores your level of trust in the live streamer and the products they recommend, including whether you believe the information is truthful and whether it reduces your uncertainty when making purchase decisions.

本部分主要了解您對主播及其推薦產(chǎn)品的信任程度，例如是否認(rèn)為信息真實、產(chǎn)品可靠，以及是否減少您的購買不確定性。

Scoring scale / 評分說明

1 = Strongly disagree/非常不同意

2 = Disagree / 不同意
3 = Neutral / 一般
4 = Agree / 同意
5 = Strongly agree / 非常同意
22. I believe the products recommended by the streamer are trustworthy.
我認(rèn)為主播推薦的產(chǎn)品值得信賴。
23. I trust that the information provided by the live streamer is truthful.
我相信主播提供的信息是真實的。
24. The live streamer reduces my uncertainty when making purchase decisions.
主播能夠減少我在購買時的不確定感。
25. I am willing to trust the live streamer’s evaluation of the product.
我愿意相信主播對產(chǎn)品的評價。
Part 6 Consumer Purchase Intention / 消費者購買意愿

This section measures your purchase intention after watching the live stream, including your willingness to buy, prioritize the live-stream room, and recommend the products to others.

本部分主要了解您在觀看直播后的購買意愿，包括是否愿意購買、是否優(yōu)先選擇該直播間，以及是否愿意推薦給他人。

Scoring scale / 評分說明

1 = Strongly disagree/非常不同意

2 = Disagree / 不同意
3 = Neutral / 一般
4 = Agree / 同意
5 = Strongly agree / 非常同意
26. After watching the live stream, I intend to purchase the related fashion products.
觀看主播直播后，我有購買相關(guān)服裝產(chǎn)品的意愿。
27. I would prioritize purchasing through  live-stream room.
如果有需要，我愿意優(yōu)先考慮通過直播間購買。
28. I am willing to recommend the fashion products sold by a live streamer to others.
我愿意向其他人推薦主播銷售的服裝產(chǎn)品。
29. In the future, I am still willing to follow and purchase fashion products recommended by a live streamer.
未來我仍愿意繼續(xù)關(guān)注并購買主播推薦的服裝產(chǎn)品。
Part 7 Additional Comments / 其他建議
Please provide your suggestions regarding the live streamer’s professionalism, interactivity, personal attractiveness, and credibility, in order to help improve the live-streaming experience and consumers’ purchase intention.
請就主播的專業(yè)能力、互動表現(xiàn)、個人吸引力及可信度等方面提出您的建議，以幫助提升直播體驗及消費者購買意愿。
30. Additional Comments / 其他建議
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