A Study on Consumer Behavior in Fast Fashion Livestreams\n 關(guān)于快時尚直播購物中消費(fèi)者行為的研究

感謝您參與本項(xiàng)研究。本調(diào)查的目的是為了解在快時尚直播購物中，某些營銷策略如何影響消費(fèi)者的行為。您的回答是完全匿名的，所有信息將被嚴(yán)格保密，僅用于學(xué)術(shù)研究。完成本問卷大約需要5-7分鐘。

繼續(xù)作答即表示您已年滿18周歲并同意參與本研究。


Thank you for participating in this research study. The purpose of this survey is to understand how certain marketing tactics used in fast fashion livestreams influence consumer behavior. Your responses are completely anonymous and confidential. The information you provide will be used for academic research purposes only. The survey should take approximately 5 minutes to complete.


By continuing, you confirm that you are at least 18 years old and consent to participate in this study.

Section 1: Demographics and Livestream Experience

第一部分：人口統(tǒng)計(jì)信息和直播購物經(jīng)歷


Please answer the following questions about yourself and your shopping habits. 

請回答以下關(guān)于您個人情況和購物習(xí)慣的問題。

1. What is your age? / 您的年齡是？
請?jiān)诖溯斎胝f明文字
2.

How often do you watch fast fashion livestreams (e.g., on platforms like Pinduoduo, Taobao, or Douyin)? 

您觀看快時尚直播（例如在拼多多、淘寶或抖音等平臺）的頻率是？


Section 2: Scarcity Tactics (Stimulus)

第二部分：稀缺性策略（刺激）


Please think about your past experiences watching fast fashion livestreams. Using the scale below, please indicate how often you have encountered the following tactics:


請回想您過去觀看快時尚直播的經(jīng)歷。請使用以下量表，指出您遇到以下策略的頻率：此輸入說明文字
3. I have seen countdown timers indicating a limited-time sale or offer.
 我看到過倒計(jì)時器，提示有時間有限的促銷或優(yōu)惠。
4.

  • I have seen messages or verbal alerts that a product has very low stock (e.g., "only 10 left").

  •  我看到過或聽到過產(chǎn)品庫存非常低的提示信息（例如，“僅剩10件”）。

    • 5. I have seen the host promote "exclusive" or "limited edition" products that are only available during the livestream.
     我看到過主播宣傳“獨(dú)家”或“限量版”產(chǎn)品，僅在直播期間提供
    6. I have seen messages that the price will increase after the livestream ends.
     我看到過提示信息，說直播結(jié)束后價(jià)格將會上漲。

    Section 3: Psychological Mechanisms (Mediators)

    第三部分：心理機(jī)制（中介變量）


    Using the scale below, please indicate your level of agreement with the following statements about how you feel during fast fashion livestreams.

    請使用以下量表，指出您對以下關(guān)于在快時尚直播中感受的陳述的同意程度。

    7.

  • When I see a low-stock alert, I feel a sense of urgency to buy.

  •  當(dāng)我看到庫存不足的提示時，我感到一種購買的緊迫感。

    • 8. I get excited when a host announces a time-limited deal. 
    當(dāng)主播宣布限時優(yōu)惠時，我感到很興奮。
    9. When I see that many other people are buying the same item, it makes me feel like I might miss out. 當(dāng)我看到許多其他人正在購買同一件商品時，我感到自己可能會錯過
    10. I feel pressured to make a quick decision so that I don't lose the opportunity to buy an item.
     我感到有壓力需要快速做出決定，以免失去購買某件商品的機(jī)會。
    11. Seeing a countdown timer makes me feel more emotionally engaged in the shopping process.
     看到倒計(jì)時器讓我覺得在購物過程中更有情緒投入。
    12. I worry that if I don't buy an item now, it won't be available later.
     我擔(dān)心如果我現(xiàn)在不買這件商品，以后就買不到了。

    Section 4: Host Characteristics & Social Presence (Moderators)

    第四部分：主播特征和社交存在感（調(diào)節(jié)變量）


    Using the scale below, please indicate your level of agreement with the following statements about your experiences with livestream hosts and the audience.

    請使用以下量表，指出您對以下關(guān)于直播主播和觀眾互動經(jīng)歷的陳述的同意程度。

    13. I find the hosts of fast fashion livestreams to be trustworthy. 
    我發(fā)現(xiàn)快時尚直播的主播是值得信賴的。
    14. I feel a personal connection to the hosts I watch regularly. 
    我對我經(jīng)常觀看的主播感到一種個人聯(lián)系。
    15. When a host responds directly to a question in the chat, it makes me feel more confident in the product. 
    當(dāng)主播直接在聊天中回答問題時，我感到對產(chǎn)品更有信心。
    16. The real-time comments from other viewers make me feel like I am part of a community.
     來自其他觀眾的實(shí)時評論讓我覺得自己是社區(qū)的一部分。
    17. I am more likely to be influenced by scarcity tactics when I find the host charismatic and likable.
     當(dāng)我發(fā)現(xiàn)主播有魅力且討人喜歡時，我更有可能受稀缺性策略的影響。
    18. The number of people watching the livestream influences my feeling of urgency to buy. 
    觀看直播的人數(shù)影響了我的購買緊迫感。

    Section 5: Impulsive Buying Behavior (Dependent Variable)

    第五部分：沖動性購買行為（因變量）


    Using the scale below, please indicate your level of agreement with the following statements about your shopping behavior.

    請使用以下量表，指出您對以下關(guān)于您的購物行為的陳述的同意程度。

    19. I have often made an unplanned purchase during a fast fashion livestream. 
    我經(jīng)常在快時尚直播中做出無計(jì)劃的購買。
    20. I sometimes buy an item from a livestream on impulse without thinking about it beforehand.
     我有時會憑沖動購買直播中的商品，事先沒有仔細(xì)考慮。
    21. I have bought an item from a livestream simply because a time-sensitive deal was ending soon. 
    我曾僅僅因?yàn)橐粋€限時優(yōu)惠即將結(jié)束而購買直播中的商品。
    22. I have bought an item from a livestream that I didn't need just because it was a "last chance" item.
     我曾僅僅因?yàn)橐患唐肥恰白詈髾C(jī)會”的商品而購買它，即使我并不需要它。
    Thank you for your valuable time and contribution to this research!
     感謝您寶貴的時間并對本研究做出的貢獻(xiàn)！
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