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ShiningQueen Livestream Experience and Consumer Purchase Intention Survey

I’m LYU JINGGE, a Master student in Integrated Marketing Communication from Universiti Sains Malaysia (USM). The purpose of this survey is to investigate the dimensions of live marketing activities that affect consumer purchasing intentions at ShiningQueen Skin Management Studio and the relationship between the two.The content of this questionnaire will be kept confidential, no personal information will be disclosed and all data will be used for this study only. Your responses will help me to understand more and I hope you can provide valuable and accurate answers.
我是馬來西亞理科大學(xué)（USM）整合營(yíng)銷傳播專業(yè)的碩士研究生呂婧閣。本次調(diào)查旨在探究直播營(yíng)銷活動(dòng)的各個(gè)維度對(duì)“Shining Queen皮膚管理工作室”消費(fèi)者購(gòu)買意愿的影響以及兩者之間的關(guān)系。本問卷內(nèi)容將嚴(yán)格保密，不會(huì)泄露任何個(gè)人信息，所有數(shù)據(jù)僅用于本研究。您的回答將對(duì)我?guī)椭艽?，希望您能提供寶貴且準(zhǔn)確的答案。
Section A Demographic Background of the Respondents（受訪者人口統(tǒng)計(jì)學(xué)背景）
1. What is your gender ? 

 您的性別是什么？
2. What is your age group ?

 您屬于哪個(gè)年齡組？
3. Where do you live now ?

您現(xiàn)在居住在哪里？
4. What is your monthly disposable income ?

您每月的可支配收入是多少？
5. Please rate your level of concern for the following skin conditions.

請(qǐng)您對(duì)以下皮膚狀況進(jìn)行評(píng)分。
  • Fot not concerned at all （完全不在意）
  • For slightly concerned（有點(diǎn)在意）
  • For moderately concerned（一般在意）
  • For very concerned（比較在意）
  • For extremely concerned （非常在意）
Acne / Blackheads / Pimples（痘痘/黑頭/粉刺）
Sensitive skin / Redness / Damaged skin barrier（敏感肌膚/發(fā)紅/皮膚屏障受損）
Dark spots / Dullness / Uneven skin tone（色斑/膚色暗沉/膚色不均）
Dryness / Dehydration / Peeling（干燥 / 缺水 / 脫皮）
Oily skin / Large pores（油性皮膚/毛孔粗大）
Fine lines / Early aging / Sagging（細(xì)紋/早衰/松弛）
6. How often do you watch skincare and beauty livestreams?

您多久看一次護(hù)膚和美容直播？
7. Have you purchased services from a skin management studio through a livestream?

您是否通過直播購(gòu)買過皮膚管理工作室的服務(wù)？
8. How often does watching a livestream lead you to purchase skincare products or services?

觀看直播促使您購(gòu)買護(hù)膚品或服務(wù)的頻率有多高？
Section B SMMA Five Dimensions measurement scale（B部分 SMMA五維自變量表）
Live Entertainment（娛樂型直播）
9. I think watching Shining Queen’s livestream makes me feel happy.

我認(rèn)為看Shining Queen的直播讓我很開心。
10. I think the way Shining Queen’s livestream is presented is interesting rather than boring.

我認(rèn)為Shining Queen的直播呈現(xiàn)方式相當(dāng)有趣，而非枯燥乏味。
11. I think Shining Queen’s livestream helps me relax and reduces stress.

我認(rèn)為Shining Queen的直播能讓我放松心情，緩解壓力。
12. I think I would keep watching Shining Queen’s livestream even if I do not have a clear purchase need.

即使我沒有明確的購(gòu)買需求，我也會(huì)繼續(xù)觀看Shining Queen的直播。
Live Interaction （互動(dòng)型直播）
13. I think I can easily ask questions or leave comments in Shining Queen’s livestream.

我認(rèn)為在Shining Queen的直播中，我可以輕松地提問或發(fā)表評(píng)論。
14. I think the host responds to viewers’ questions or comments in Shining Queen’s livestream.

我認(rèn)為主持人在Shining Queen的直播中會(huì)回答觀眾的問題或評(píng)論。
15. I think I can exchange views or experiences with other viewers in Shining Queen’s livestream.

我認(rèn)為可以在Shining Queen的直播中與其他觀眾交流觀點(diǎn)或分享經(jīng)驗(yàn)。
16. I think the interaction in Shining Queen’s livestream helps me obtain the key information I want more easily.

我認(rèn)為Shining Queen直播中的互動(dòng)讓我能更輕松地獲取所需的關(guān)鍵信息。
Live Trendiness （潮流型直播）
17. I think Shining Queen’s livestream updates the latest information about skincare or skin management.

我認(rèn)為Shining Queen的直播會(huì)及時(shí)更新關(guān)于護(hù)膚或皮膚管理的最新資訊。
18. I think Shining Queen’s livestream makes the ShiningQueen brand feel more modern and in tune with digital trends.

我認(rèn)為Shining Queen的直播讓該品牌顯得更加現(xiàn)代，更契合數(shù)字潮流。
19. I think the information in Shining Queen’s livestream feels newer than what I usually see.

我覺得Shining Queen直播中的信息比平時(shí)看到的內(nèi)容更新穎。
20. I think Shining Queen’s livestream helps me get the latest updates more quickly, such as new services, new techniques, or new promotions.

我認(rèn)為Shining Queen的直播讓我能更快獲取最新資訊，比如新服務(wù)、新技術(shù)或新促銷活動(dòng)。
Live Customization（定制型直播）
21. I think the explanations or suggestions in Shining Queen’s livestream address different skin types or skin concerns.

我認(rèn)為Shining Queen直播中的解釋或建議針對(duì)不同的膚質(zhì)或皮膚問題。
22. I think Shining Queen’s livestream helps me judge which services are more suitable for me rather than giving generic advice.

我認(rèn)為Shining Queen的直播能幫助我判斷哪些服務(wù)更適合我，而非僅僅提供泛泛的建議。
23. I think the suggestions in Shining Queen’s livestream are practical and can guide my decision making.

我認(rèn)為Shining Queen直播中的建議非常實(shí)用，能為我的決策提供指導(dǎo)。
24. I think the information in Shining Queen’s livestream closely matches my personal skin concerns.

我認(rèn)為Shining Queen直播中的信息與我個(gè)人的肌膚問題高度契合。
Live Word of mouth（口碑型直播）
25. I think I would recommend Shining Queen’s livestream to friends who are also interested in skin management.

我認(rèn)為我會(huì)向同樣關(guān)注肌膚管理的朋友推薦Shining Queen的直播節(jié)目
26. I think I would share the link or clips of Shining Queen’s livestream in social media or group chats.

我想我會(huì)在社交媒體或群聊中分享Shining Queen的直播鏈接或片段。
27. I think I would mention ShinningQueen’s livestream if a friend asks about related topics.

如果朋友詢問相關(guān)話題，我想我會(huì)提到Shinning Queen的直播。
28. I think I would share my opinions about Shining Queen’s livestream in the comments or on social media.

我想我會(huì)在評(píng)論區(qū)或社交媒體上分享我對(duì)Shining Queen直播的看法。
Section C: Purchase Intention Measurement scale（C部分：購(gòu)買意向因變量表）
29. I believe I am willing to book an appointment for ShiningQueen’s skin management service.

我認(rèn)為自己愿意預(yù)約Shining Queen的皮膚護(hù)理服務(wù)。
30. I will consider Shining Queen when I need skin management services.

當(dāng)我需要皮膚管理服務(wù)時(shí)，我會(huì)考慮選擇Shining Queen。

31. The probability that I will purchase services from ShiningQueen is high.

我將來從Shining Queen購(gòu)買服務(wù)的概率很高。
32. I intend to purchase ShiningQueen’s services in the near future.

我打算在不久的將來購(gòu)買Shining Queen的服務(wù)。
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