新浪微博关键意见领袖（KOL）对消费者购买博物馆文创产品决策的影响（以故宫博物院为例）(问卷内容)
问卷指导语
本项目旨在研究社交媒体关键意见领袖（KOL）对消费者购买博物馆文创产品决策产生的影响。研究者选择中国北京故宫博物院作为研究案例，新浪微博作为社交平台。此处说明，新浪微博关键意见领袖（KOL）包括一些著名的大V博主和明星，故宫文创产品包括故宫美妆、故宫食品、故宫服装、故宫游戏、故宫珠宝、故宫工艺品等周边衍生产品。本问卷大约需要10分钟来完成，您参与本研究完全是自愿的，您可以随时退出。
研究者在研究过程中收集到的关于您的所有信息都将被严格保密，并且只对导师和论文评审人员开放。你只会被使用一个人为的身份代号来代替，所以个人资料将会是匿名的。在本研究项目期间，您的资料将被妥善保管，并在论文评审完成后销毁。
This project aims to figure out the relationship between KOL and consumer decision-making of buying museum cultural and creative products. The researcher will choose Palace Museum in Beijing, China as a study case and Sina Weibo as the social platform. Besides, the KOls include some famous bloggers and stars and cultural and creative products of the Palace Museum include cosmetics, food, clothing, games, jewelry, handicrafts and other related products. It will take you approximately 10 minutes to complete this questionnaire and your participation in this survey is entirely voluntary and youcan withdraw at any time.
All the information that I collect about you during the course of the research will be kept strictly confidential and will only be accessible to my supervisor and assessors of the dissertation. Once you have given consent, you will only be referred to using an artificial identifier, and any personal data to represent your credibility as a source will be anonymised. Personal data will be held securely for the duration of this research project and destroyed once the dissertation has been assessed.
This project has been ethically approved via the University of Sheffield’s Ethics Review Procedure, as administered by the School of Management.
该问卷主要用于心理学、计量经济学、统计学、教育学、行为经济学专业的样本收集。
大学生问卷互填群
为了让广大学生有一个良好的互填问卷的环境, 我组织了一个几百人的大群, 里面都是想要互填问卷的人, 大家在这里诚信互填,
还能交流问卷数据分析的经验, 另外我们会经常在群里分享一些数据分析和问卷设计的视频教程。
如果你对问卷数据分析感兴趣, 或者想要互填问卷, 可以加入这个群:
如果你对互填的数据结果不满意, 如果你的问卷信效度不高, 可以找我们, 我们提供保质保量的问卷数据收集服务。
费用低至0.1元一份! 全程淘宝交易, 让交易更有保障! 下面是我的联系方式。
快速添加问卷题目
我已经把这个问卷编辑成了特殊的格式, 可以批量导入到问卷星, 面得你自己创建题目了。
你只需要将下面的题目复制到问卷星的题目编辑页面即可, 想知道如何快速导入问卷星题目, 可以看这篇文章: 问卷星如何快速批量添加题目。
新浪微博关键意见领袖（KOL）对消费者购买博物馆文创产品决策的影响（以故宫博物院为例）的主要内容
以下是所有的问卷题目及其选项, 建议大家尽量使用”问卷星”作为网络问卷平台, 支持的题型更多, 更好用, 数据分析更方便。
需要快速收集问卷数据请看下面
第1题:您的性别 Gender*[单选题][必须填]
| 选项值 | 选项标签 |
| 1 | 男 male |
| 2 | 女 female |
第2题:您的年龄 Age*[单选题][不能为空]
| 选项值 | 选项标签 |
| 1 | 18岁以下 under 18 |
| 2 | 18-25岁 between 18 and 25 |
| 3 | 26-40岁 between 26 and 40 |
| 4 | 40岁以上 over 40 |
第3题:您的学历 Education background*[单选题][必须填]
| 选项值 | 选项标签 |
| 1 | 初中及以下 junior high school |
| 2 | 高中 senior high school |
| 3 | 大学 undergraduate |
| 4 | 硕士及以上 postgraduate |
第4题:您的月支配收入 Disposable income per month*[单选题][不能为空]
| 选项值 | 选项标签 |
| 1 | 1500元以下 under 1,500 yuan |
| 2 | 1500元到5000元 between 1,500 yuan and 5,000 yuan |
| 3 | 5000元到10000元 between 5,000 yuan and 10,000 yuan |
| 4 | 10000元以上 over 10,000 yuan |
第5题:您是否曾经在新浪微博上浏览到过故宫文创产品相关的内容？ Have you ever read about cultural and creative products of the Palace Museum on Sina Weibo?*[单选题][不能为空]
| 选项值 | 选项标签 |
| 1 | 是 Yes |
| 2 | 否 No |
第6题:您是否曾经在新浪微博上看到过KOL宣传故宫文创产品？ Have you ever seen KOL promoting cultural and creative products of the Palace Museum on Sina Weibo?*[单选题][必答题]
| 选项值 | 选项标签 |
| 1 | 是 Yes |
| 2 | 否 No |
第7题:当您看到此类宣传时心里感受如何？ How do you feel when you see these promotions?*[单选题][不能为空]
| 选项值 | 选项标签 |
| 1 | 厌烦 Boredom |
| 2 | 一般 No special feeling |
| 3 | 愉悦 Pleasure |
第8题:该文创产品属于什么种类？（如多次看到此类KOL宣传，请选择您印象最深刻的一次作答） What kind of product does this cultural and creative products belong to?*[单选题][必答题]
| 选项值 | 选项标签 |
| 1 | 故宫美妆 cosmetics |
| 2 | 故宫食品 food |
| 3 | 故宫服装 clothing |
| 4 | 故宫游戏 games |
| 5 | 故宫珠宝 jewelry |
| 6 | 故宫文具 stationery |
| 7 | 故宫工艺品 crafts |
| 8 | 故宫生活用品 daily life supplies |
| 9 | 其他 else |
第9题:请您写出该KOL的名字？（如不记得可以直接回答不记得） Can you write the name of key opinion leader?*[填空题][不能为空]
第10题:该KOL的宣传微博给您提供了一些您之前不了解的产品信息吗？ Did the KOL promotion provide you with some product information that you didn't know before?*[单选题][不能为空]
| 选项值 | 选项标签 |
| 1 | 是 Yes |
| 2 | 否 No |
第11题:您最后购买了该产品吗？ Did you buy this products in the end?*[单选题][必答题]
| 选项值 | 选项标签 |
| 1 | 是 Yes |
| 2 | 否 No |
第12题:您认为该KOL的宣传在多大程度上影响了您最后对该产品的购买行为？ To what extent do you think the promotion of this KOL has influenced your final purchase behavior of this product?*[填空题][必须填]
第13题:您认为该KOL的宣传在多大程度上导致您最后放弃购买该产品？ To what extent do you think the promotion of this KOL caused you to give up buying this product?*[填空题][必答题]
第14题:您可以具体阐述您为何因为该KOL放弃购买产品吗？（如无关，请直接填写无关） Can you tell me specifically why you gave up buying the product because of the KOL?[填空题][可以为空]
第15题:KOL对其宣传产品领域的专业性在多大程度上会影响您的消费选择？（专业性是指该KOL具备该领域的相关知识、经过专业训练、拥有专业能力、具有丰富的实践经验。） To what extent does KOL's expertise in the field of the products affect your consumption choices? (Expertise means that the KOL has relevant knowledge, professional training, professional ability and rich practical experience in the field.)*[填空题][必答题]
第16题:KOL的互动性在多大程度上会影响您的消费选择？（互动性是指该KOL是否能迅速回应网友的问题或话题。） To what extent does KOL's interactivity affect your consumption choices? (Interactivity refers to whether the KOL can quickly respond to fans' questions or topics.)*[填空题][必答题]
第17题:KOL的产品涉入在多大程度上会影响您的消费选择？（产品涉入是指该KOL平时非常喜好和关注这类产品，该KOL对此类产品花费了很多心思和时间。） To what extent does the products involvement of KOL affect your consumption choices? (Product involvement means that the KOL is very fond of and concerned about this kind of products at ordinary times, and the KOL has put a lot of thought and time into these products.)*[填空题][必须填]
第18题:此题考察KOL给潜在消费者带来的感知价值。 This question examines the perceived value which KOL brings to potential consumers.*[单选题][必答题]
| 选项值 | 选项标签 |
| 1 | 不重要 No importantce |
| 2 | 不太重要 Not very important |
| 3 | 重要 Important |
| 4 | 比较重要 More important |
| 5 | 十分重要 Very important |
第19题:您认为KOL宣传文创产品时图文并茂是重要的吗？ Do you think it is important for KOL to promote cultural and creative products with both words and pictures?*[单选题][不能为空]
| 选项值 | 选项标签 |
| 1 | 1 |
| 2 | 2 |
| 3 | 3 |
| 4 | 4 |
| 5 | 5 |
第20题:您认为KOL宣传文创产品时需要附上视频吗？ Do you think video should be attached when KOL promotes cultural and creative products?*[单选题][必答题]
| 选项值 | 选项标签 |
| 1 | 1 |
| 2 | 2 |
| 3 | 3 |
| 4 | 4 |
| 5 | 5 |
第21题:您认为故宫文创是否有必要与新浪微博KOL合作？ Do you think it is necessary for the Palace Museum to cooperate with Sina Weibo KOL to promote cultural and creative products?*[单选题][必答题]
| 选项值 | 选项标签 |
| 1 | 没有必要 No need. |
| 2 | 看情况 It depends. |
| 3 | 很有必要 Very necessary. |
第22题:您认为故宫文创在选择合作KOL时需要注意什么？ What do you think the Palace Museum should pay attention to when choosing KOL to cooperate?* 【多选题】[多选题][选填]
| 选项值 | 选项标签 |
| 1 | 形象 Apperance |
| 2 | 口碑 Reputation |
| 3 | 热度 Popularity |
| 4 | 与故宫气质契合 Fit with the temperament of the Palace Museum |
联系方式
如果你有以下需求都可以联系我们:
- 有淘宝运营经验想跟我们合作
- 问卷互填(大学生问卷诚信互填群)
- 有数据分析经验想跟我们合作
- 问卷设计(帮你针对论文设计问卷)
- 问卷数据分析(文字结论和三线表格)
- 问卷代填(大概0.1元一份问卷)
你都可以联系我们, 加我们的扣扣(@1564799-566@(请自觉忽略”-“和”@”))