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                    廣西大學生化妝品沖動購買行為調查問卷（中英雙語版）
        
            
        
            
        

                
        
                    
        
                        
        [問卷說明 Questionnaire Introduction]
        本在線問卷旨在針對廣西大學生在直播購物情境下的化妝品沖動購買行為進行學術研究。本研究旨在更好地理解消費者在化妝品直播過程中影響其自發購買決策的因素。
        This online questionnaire is designed for academic research on impulsive buying behavior of cosmetics among undergraduate students in Guangxi, particularly in the context of livestream shopping. The purpose of this study is to better understand the factors that influence consumers' spontaneous purchasing decisions during cosmetics livestream sessions.
        您的參與完全自愿，所有回答將嚴格匿名并保密。收集的數據僅用于學術研究和統計分析。答案無對錯之分——請根據您的實際經歷如實作答。
        Your participation is entirely voluntary, and all responses will be kept strictly anonymous and confidential. The data collected will be used solely for academic research and statistical analysis. There are no right or wrong answers—please respond honestly based on your actual experiences.
        感謝您抽出寶貴時間并提供有價值的幫助。
        Thank you for your time and valuable contribution.
        
                    
        
                    
        
                    
        
                        
        [量表說明]
        所有題項均采用5點李克特量表：
        1 = 非常不同意｜2 = 不同意｜3 = 中立｜4 = 同意｜5 = 非常同意
        [Scale Description]
        All items are measured using a 5-point Likert scale:
        1 = Strongly disagree｜ 2 = Disagree｜ 3 = Neither Agree nor Disagree｜ 4 = Agree｜ 5 = Strongly agree

        [第一部分：篩選問題]
        Part I: Screening Questions
        1. 您目前是中國廣西的在校本科生嗎?
        Are you currently an undergraduate student in Guangxi, China?
        2. 您是否觀看過化妝品直播?
        Have you ever watched cosmetics livestreams?
        3. 您是否在直播購物中購買過化妝品?
        Have you ever purchased cosmetics during livestream shopping?
        4. 您常用的化妝品直播平臺（可多選）:
         Commonly used cosmetics livestream platforms (multiple choices allowed):
        [第二部分：測量題項]  
        Part II: Measurement Items

        [對直播購物的態度 (AT)]
        Attitude toward Livestream Shopping (AT)
        5. AT1 我認為通過直播購買化妝品在視覺上很吸引人。
        I think shopping for cosmetic products through livestreams is visually appealing.
        6. AT2 我認為化妝品直播購物提供了有用的信息。
        I think livestream cosmetic shopping provides useful information.
        7. AT3 我認為通過直播購買化妝品很方便。
        I think shopping for cosmetic products through livestreams is convenient.
        8. AT4 我認為通過直播購買化妝品對我有益。
        I think shopping for cosmetic products through livestreams is beneficial to me.
        9. AT5 我對通過直播購買化妝品持積極態度。
        I have a positive attitude toward shopping for cosmetic products through livestreams.
        [產品屬性 (PA)]
        Product Attributes (PA)
        10. PA1 我認為直播中推薦的化妝品價格合理。
        I think the cosmetic products recommended during livestreams are reasonably priced.
        11. PA2 我認為直播中推薦的化妝品物有所值。
        I think the cosmetic products recommended during livestreams offer good value for money.
        12. PA3 我認為直播中推薦的化妝品質量與描述相符。
        I think the quality of cosmetic products recommended during livestreams matches the description.
        13. PA4 我認為直播期間推薦的化妝品整體功效非常出色。
        I think the overall performance of cosmetic products recommended during livestreams is excellent.
        14. PA5 我認為直播中推薦的化妝品功能良好。
        I think the cosmetic products recommended during livestreams appear to be functional.
        [沉浸式營銷  (IM)]
        Immersive Marketing (IM)
        15. IM1 化妝品直播購物為我創造了沉浸式的體驗。
        Livestream shopping for cosmetic products creates an immersive experience for me.
        16. IM2 觀看化妝品直播購物時，我感到完全沉浸其中。
        I feel fully absorbed when watching cosmetic livestream shopping sessions.
        17. IM3 觀看化妝品直播購物讓我在心理上被帶入直播環境。
        Watching cosmetic livestream shopping makes me feel mentally transported into the livestream environment.
        18. IM4 化妝品直播購物讓我沉浸在生動的虛擬氛圍中。
        Cosmetic livestream shopping immerses me in a vivid virtual atmosphere.
        19. IM5 觀看化妝品直播購物時，我會忘記時間。
        I lose track of time when I watch cosmetic livestream shopping livestreams.
        [感知價值 (PV)]
        Perceived Value (PV)
        20. PV1 通過直播銷售化妝品的賣家看起來很真誠。
        Sellers who sell cosmetic products through live-streaming commerce appear to be genuine.
        21. PV2 通過直播電商銷售的化妝品看起來是正品。
        Cosmetic products sold through live-streaming commerce appear to be authentic.
        22. PV3 我認為通過直播銷售的化妝品物有所值。
        I think cosmetic products sold through livestreams are worth the price I pay.
        23. PV4 我喜歡通過直播購買化妝品。
        I enjoy shopping for cosmetic products through live-streaming commerce.
        24. PV5 通過直播購買化妝品給我留下了積極印象。
        Shopping for cosmetic products through live-streaming commerce gives me a positive impression.
        [對主播的信任 (TL)]
        Trust of Livestreamer (TL)
        25. TL1 我相信直播化妝品賣家對顧客態度熱情。
        I believe livestream cosmetic sellers treat customers with enthusiasm.
        26. TL2 我相信直播化妝品賣家會真誠地回答顧客問題。
        I trust livestream cosmetic sellers to respond sincerely to customer questions.
        27. TL3 我在購買決策前會依賴直播化妝品賣家提供的產品信息。
        I rely on livestream cosmetic sellers’ product information before making purchase decisions.
        28. TL4 我相信直播化妝品賣家對其推薦的產品具有專業知識。
        I believe livestream cosmetic sellers have professional knowledge about the products they recommend.
        29. TL5 我相信直播化妝品賣家與顧客的互動是專業的。
        I believe livestream cosmetic sellers interact with customers professionally.
        [沖動購買行為 (IB)]
        Impulse Buying Behavior (IB)
        30. IB1 我有時會在直播購物中購買原本沒打算買的化妝品。
        I sometimes purchase cosmetic products during live-streaming shopping sessions that I did not originally intend to buy.
        31. IB2 觀看化妝品直播購物時，我有時會未經仔細考慮就沖動購買。
        When watching cosmetic live-streaming shopping sessions, I sometimes buy products impulsively without careful consideration.
        32. IB3 當我在直播購物中決定購買化妝品時，購買的沖動很難抵抗。
        When I decide to buy cosmetic products during live-streaming shopping sessions, the urge to buy them is difficult to resist.
        33. IB4 觀看化妝品直播購物時，我有時會即使不需要也自發購買。
        When watching cosmetic live-streaming shopping sessions, I sometimes buy products spontaneously even though I do not need them.
        34. IB5 觀看化妝品直播購物時，我很難抗拒便宜貨。
        When watching cosmetic live-streaming shopping sessions, I find it difficult to pass up a bargain.
        35. IB6 在直播購物中購買化妝品之前，我不會深思熟慮。
        I do not think deeply before purchasing cosmetic products during live-streaming shopping sessions.
        36. IB7 觀看化妝品直播購物時，我有時無法抑制購買欲望。
        When watching cosmetic live-streaming shopping sessions, I sometimes cannot suppress my desire to buy products.
        [標記變量 (MV)]
        Marker Variable (MV)
        37. MV1 我在直播購物時從不故意發表可能傷害他人感情的評論。
        I never intentionally post comments during livestream shopping that may hurt others’ feelings.
        38. MV2 即便不認同直播賣家或其他觀眾的看法，我也會保持禮貌。
        I remain courteous even when I disagree with livestream sellers or other viewers. 
        39. MV3 在通過直播電商購物時，我始終愿意承認自己的錯誤。
        I am always willing to admit my mistakes when shopping through live-streaming commerce.
        [第三部分：人口統計信息]
        Part III: Demographic Information
        40. 性別 Gender:
        41. 您的年齡  Your age ？
        42. 年級 Year of study :
        43. 您的主要學科領域是什么 Primary field of study?（請選擇最接近的類別  Please choose the closest category）
        44. 每月可支配生活費 Monthly disposable allowance ？
        
                    
        
                
        
                
            
        
        
        
        
        
        
            
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