A節(jié)：研究目的說(shuō)明
Dear participant,This survey explores how AI streamers' characteristics influence consumers' perceived novelty, social presence, and online purchase intention in live-stream e-commerce. Your responses will help us understand consumer behavior in this emerging field. The survey takes about 3-5 minutes to complete. All answers are anonymous and confidential, and will only be used for academic research. Thank you!親愛(ài)的參與者：您好！本次問(wèn)卷旨在探討直播電商場(chǎng)景中，AI主播的特征如何影響消費(fèi)者的感知新穎性、社會(huì)臨場(chǎng)感與在線(xiàn)購(gòu)買(mǎi)意愿。您的回答將幫助我們了解消費(fèi)者在這一新興領(lǐng)域的行為。問(wèn)卷填寫(xiě)約需3-5分鐘，所有回答均為匿名且嚴(yán)格保密，僅用于學(xué)術(shù)研究。感謝您的支持！
1. 您的年齡段是？What is your age group? 18-25 26-35 36-45 46-55 56+
2. 您的性別是？What is your gender? Male 男 Female 女 Prefer not to say 不愿透露
3. 您的最高學(xué)歷是？What is your highest level of education? High school 高中 Associate degree 大專(zhuān) Bachelor's degree 學(xué)士 Master's degree 碩士 Doctorate 博士
4. 您的月個(gè)人收入是（人民幣）？What is your monthly personal income (RMB)? ＜ 1,000 1000-2999 3000-4999 ≥ 5,000
5. 您目前的就業(yè)狀態(tài)是？What is your current employment status? Employed 已就業(yè) Unemployed 失業(yè) Student 學(xué)生 Self-employed 自營(yíng)職業(yè) Retired 退休
6. The AI streamer has a clear, human-like appearance and realistic features. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
7. The AI streamer’s movements, expressions, and gestures are natural and lifelike. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
8. The AI streamer looks and feels like a real person during the live stream. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
9. The AI streamer has a distinct visual identity that makes it easy to recognize. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
10. The AI streamer can answer my questions and requests in a timely manner. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
11. The AI streamer’s replies are closely related to my questions and comments. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
12. The AI streamer responds quickly to my comments in the live chat. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
13. The AI streamer’s replies feel interactive and not pre-recorded. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
14. The AI streamer speaks and communicates like a real human host. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
15. The AI streamer shows emotions (e.g., excitement, kindness) when interacting. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
16. The AI streamer has its own personality and unique communication style. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
17. . I feel like I am talking to a real person when interacting with the AI streamer. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
18. The AI streamer live-stream shopping experience feels new and different. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied
19. Using an AI streamer in live commerce is an innovative idea to me. 非常不滿(mǎn)意 Very Dissatisfied
非常滿(mǎn)意 Very Satisfied