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品牌營銷線索對(duì)顧客忠誠度的影響：品牌個(gè)性和顧客滿意度的中介作用調(diào)查問卷

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Dear Participant:

Your participation is crucial to this research. Completing this questionnaire will take approximately 15-20 minutes. Participation in this survey is voluntary, completely anonymous, and carries extremely low risk. All answers will be kept strictly confidential and used solely for academic research. You may withdraw from the survey or skip any questions at any time without any consequences. If you have any questions about this survey, please contact me at 1218411953@qq.com.

Thank you for taking the time to participate in the survey!


篩選問卷

Screening Questionnaire


請(qǐng)?jiān)谧罘夏闆r的選項(xiàng)方框內(nèi)打勾（?）。

Please respond to the following questions by placing a tick (?) in the box that best represents your answer.

1. 您的年齡是否在18-60周歲之間？
Are you between 18 and 60 years old?

2. 您目前是否居住在中國的一線城市（北京、上海、廣州或深圳）？
Are you currently living in one of China’s first-tier cities (Beijing, Shanghai, Guangzhou, or Shenzhen)?

3. 您是否在過去12個(gè)月內(nèi)購買或使用過中國運(yùn)動(dòng)服品牌（例如：安踏、李寧、特步、361°、匹克）的產(chǎn)品？
Have you purchased or used Chinese sportswear brands (e.g., Anta, Li-Ning, Xtep, 361°, Peak) within the past 12 month?

4. 您是否有關(guān)注或與中國運(yùn)動(dòng)服品牌進(jìn)行互動(dòng)的經(jīng)驗(yàn)？
Do you have experience paying attention to or interacting with Chinese sportswear brands?

5. 您是否在社交媒體上關(guān)注任何運(yùn)動(dòng)服品牌代言人？
Do you follow any sportswear brand ambassadors on social media?

6. 請(qǐng)確認(rèn)您之前未參與過本次問卷調(diào)查。
Please confirm that you have not participated in this survey before.

若您符合以上全部條件，可繼續(xù)填寫問卷后續(xù)部分。同意完成即表示您自愿參與本研究。參與完全自愿，選擇不參與不會(huì)帶來任何負(fù)面影響。提交問卷前，您可隨時(shí)關(guān)閉頁面退出研究，退出后您的所有回答將不會(huì)被記錄或用于分析。

If you meet all the criteria outlined above, you may proceed to the subsequent sections of the questionnaire. By agreeing to complete the survey, you are providing your voluntary consent to participate in this research project. Participation is entirely voluntary, and you may choose not to take part without experiencing any negative consequences. You also retain the right to withdraw from the study at any time prior to submitting the questionnaire simply by closing the survey window. If you withdraw before submission, none of your responses will be recorded or used for analysis.

人口統(tǒng)計(jì)信息
Demographic

請(qǐng)打勾或填寫相應(yīng)內(nèi)容。

Tick/write your answer to the following questions.

1. 性別 Gender

2. 常住城市 City of residence

3. 年齡 Age
4. 月收入 Monthly Income

5. 您多久穿一次運(yùn)動(dòng)服？
How often do you wear sportswear?

6. 過去12個(gè)月內(nèi)購買運(yùn)動(dòng)服產(chǎn)品的頻率。
Sportswear product purchase frequency in the past 12 month.

7. 您最常購買或關(guān)注的中國運(yùn)動(dòng)服品牌是哪個(gè)？（可多選）
Which Chinese sportswear brand do you purchase or pay attention to most frequently?(Multiple allowed)

8. 您主要通過哪些平臺(tái)獲取中國運(yùn)動(dòng)服品牌的信息？（可多選）
Which platform do you mainly use to obtain information about Chinese sportswear brands? (Multiple allowed)

9. 對(duì)您偏好的運(yùn)動(dòng)服品牌代言人有多熟悉？
How familiar are you with the brand ambassador of your preferred sportswear brand?
10. 您參與過以下哪些與中國運(yùn)動(dòng)服品牌相關(guān)的活動(dòng)？（可多選）
Which of the following activities have you participated in related to Chinese sportswear brands? (Multiple allowed)
量表選項(xiàng)
Scale items

請(qǐng)根據(jù)您對(duì)國產(chǎn)運(yùn)動(dòng)品牌的認(rèn)知與體驗(yàn)，對(duì)下列表述表明您的認(rèn)同程度。采用7點(diǎn)李克特量表：1=完全不認(rèn)同，7=完全認(rèn)同。

Based on your current understanding and experience with Chinese sportswear brands, please indicate the degree to which you agree or disagree with each of the following statements. Please use a 7-point response scale to express your dissenting opinion, where "1" indicates "strongly disagree" and "7" indicates "strongly agree".

品牌代言人 Brand ambassador

BA1. 品牌代言人對(duì)運(yùn)動(dòng)服產(chǎn)品具有專業(yè)知識(shí)。
The brand ambassador is knowledgeable about sportswear products.
BA2. 品牌代言人為運(yùn)動(dòng)服產(chǎn)品提供了有用的信息。
The brand ambassador provides useful information about sportswear products.
BA3. 品牌代言人是值得信賴的。
The brand ambassador is trustworthy.
BA4. 品牌代言人是真誠的。
The brand ambassador is sincere.
BA5. 品牌代言人與該運(yùn)動(dòng)服品牌具有良好的營銷契合度。
The brand ambassador is a good marketing fit for the sportswear brand.
BA6. 品牌代言人的形象與該運(yùn)動(dòng)服品牌的營銷形象高度一致。
The image of the brand ambassador aligns well with the marketing image of the sportswear brand.
品牌故事 Brand Storytelling
BS1. 這個(gè)品牌故事清晰地解釋了品牌行為和品牌身份背后的原因。
This brand storytelling clearly explained the reasons behind the brand’s actions and identity.
BS2. 該品牌故事從開頭到結(jié)尾都以清晰且有條理的方式呈現(xiàn)了品牌。
This brand storytelling presented the brand in a clear and well-structured way from introduction to conclusion.
BS3. 這個(gè)品牌故事對(duì)我來說具有個(gè)人意義。
The brand story felt personally meaningful to me.
BS4. 在觀看該品牌故事后，我認(rèn)為這個(gè)品牌符合我的生活方式。
After viewing the brand story, I could see this brand fitting into my life.
BS5. 在觀看該運(yùn)動(dòng)服品牌故事后，我產(chǎn)生了強(qiáng)烈的情感感受。
After seeing the sportswear brand story, I had intense feelings.
BS6. 該運(yùn)動(dòng)服品牌故事中的情感元素使我更加喜歡這個(gè)品牌。
The emotional aspect of the sportswear brand story leads me to like the brand.
品牌文化 Brand culture
BCU1. 這個(gè)運(yùn)動(dòng)服品牌真實(shí)地體現(xiàn)了重要的文化價(jià)值。
This sportswear brand genuinely reflects important cultural values.
BCU2. 該運(yùn)動(dòng)服品牌的文化真實(shí)性提升了其品牌聲望。
The cultural authenticity of this sportswear brand enhances its prestige.
BCU3. 這個(gè)運(yùn)動(dòng)服品牌具有獨(dú)特的文化形象。
This sportswear brand has a distinctive cultre image.
BCU4. 我與這個(gè)運(yùn)動(dòng)服品牌所代表的文化有著密切的聯(lián)系。
I feel closely connected to the culture represented by this sportswear brand.
BC5. 我有興趣進(jìn)一步了解這個(gè)運(yùn)動(dòng)服品牌所代表的文化認(rèn)同。
I am interested in learning more about the cultural identity represented by this sportswear brand.
BCU6. 如果我認(rèn)同這個(gè)運(yùn)動(dòng)服品牌所代表的文化，我會(huì)感到自豪。
I would feel proud to identify with the culture represented by this sportswear brand.
品牌共創(chuàng) Brand co-creation
BCC1. 我喜歡分享自己對(duì)這個(gè)運(yùn)動(dòng)服品牌的看法。
I like sharing my opinions about this sportswear brand.
BCC2. 我會(huì)參與這個(gè)運(yùn)動(dòng)服品牌組織的活動(dòng)或推廣活動(dòng)。
I participate in activities or campaigns organized by this sportswear brand.
BCC3. 我喜歡參與這個(gè)運(yùn)動(dòng)服品牌的社群。
I enjoy being involved in this sportswear brand’s community.
BCC4. 我可以通過數(shù)字平臺(tái)輕松與這個(gè)運(yùn)動(dòng)服品牌進(jìn)行互動(dòng)。
I can easily interact with this sportswear brand through digital platforms.
BCC5. 我與這個(gè)運(yùn)動(dòng)服品牌之間的互動(dòng)讓我覺得很有意義。
My interactions with this sportswear brand feel meaningful.
BCC6. 通過與這個(gè)運(yùn)動(dòng)服品牌的互動(dòng)，我對(duì)該品牌產(chǎn)生了聯(lián)系感。
I feel connected to this sportswear brand through my interactions with it.
品牌個(gè)性 Brand personality
BP1. 這個(gè)運(yùn)動(dòng)服品牌看起來是可靠的。
This sportswear brand appears reliable.
BP2. 這個(gè)運(yùn)動(dòng)服品牌似乎能夠提供高質(zhì)量的產(chǎn)品。
This sportswear brand seems capable of delivering high-quality products.
BP3. 這個(gè)運(yùn)動(dòng)服品牌展現(xiàn)了其在運(yùn)動(dòng)服行業(yè)中的專業(yè)能力。
This sportswear brand demonstrates expertise in the sportswear industry.
BP4. 這個(gè)運(yùn)動(dòng)服品牌給人一種時(shí)尚潮流的感覺。
This sportswear brand feels trendy.
BP5. 這個(gè)運(yùn)動(dòng)服品牌展現(xiàn)出充滿活力的形象。
This sportswear brand appears energetic.
BP6. 這個(gè)運(yùn)動(dòng)服品牌能夠帶來一種充滿熱情的感覺。
This sportswear brand creates a sense of enthusiasm.
消費(fèi)者滿意度 Customer satisfaction
CS1. 這個(gè)運(yùn)動(dòng)服品牌符合我的期望。
This sportswear brand meets my expectations.
CS2. 我對(duì)這個(gè)運(yùn)動(dòng)服品牌所提供的價(jià)值感到滿意。
I am satisfied with the value offered by this sportswear brand.
CS3. 總體而言，我對(duì)這個(gè)運(yùn)動(dòng)服品牌感到滿意。
I feel happy with this sportswear brand overall.
CS4. 這個(gè)運(yùn)動(dòng)服品牌提供了令人滿意的消費(fèi)體驗(yàn)。
This sportswear brand provides satisfying consumer experience.
CS5. 即使存在其他類似品牌，我仍然更愿意購買這個(gè)運(yùn)動(dòng)服品牌的產(chǎn)品。
I would rather purchase this sportswear brand even if there were other similar brands.
品牌忠誠度 Brand loyalty
BL1. 我認(rèn)為自己對(duì)這個(gè)運(yùn)動(dòng)服品牌是忠誠的。
I consider myself loyal to this sportswear brand.
BL2. 與競爭品牌相比，我更偏好這個(gè)運(yùn)動(dòng)服品牌。
I prefer this sportswear brand over competing brands.
BL3. 我對(duì)這個(gè)運(yùn)動(dòng)服品牌持有積極的態(tài)度。
I have a positive attitude toward this sportswear brand.
BL4. 與其他品牌相比，我在這個(gè)運(yùn)動(dòng)服品牌上的消費(fèi)更多。
I spend more on this sportswear brand compared to other brands.
BL5. 我愿意向他人推薦這個(gè)運(yùn)動(dòng)服品牌。
I would recommend this sportswear brand to others.
BL6. 我可能會(huì)繼續(xù)購買這個(gè)運(yùn)動(dòng)服品牌的產(chǎn)品。
I am likely to continue purchasing from this sportswear brand.
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