本問卷旨在探究不同類型的用戶參與行為（如定制產(chǎn)品、提供反饋、參與品牌傳播等）在多大程度上能夠影響品牌忠誠度與消費(fèi)行為，尤其是在社交媒體高度參與的背景下。您的回答將用于一篇關(guān)于“用戶共創(chuàng)與品牌粘性”的學(xué)術(shù)研究，所有數(shù)據(jù)將嚴(yán)格保密，僅作學(xué)術(shù)分析使用。填寫時(shí)間約為2–3分鐘。
This questionnaire aims to explore how different types of customer participation—such as customization, feedback, or brand ambassadorship—affect brand loyalty and purchase behavior, particularly in the context of social media. Your responses will be used for academic research on brand co-creation and consumer retention. All responses are anonymous and confidential. Estimated completion time: 2–3 minutes.
1. 您的年齡范圍What is your age range?
13-17 18-24 25-30 31歲及以上 31 or above
2. 您的性別What is your gender?
女性Female 男性Male 其他/不愿透露Other/Prefer not to say
3. 您經(jīng)常使用的社交媒體平臺(tái)是？（可多選）Which social media platforms do you use regularly? (Select all that apply)
小紅書Rednote 抖音Tiktok 微信Wechat 微博Weibo Instagram 其他Others
4. 您曾參與過哪些類型的品牌互動(dòng)？（可多選）
What types of brand-related participation have you experienced? (Select all that apply)
我曾被品牌邀請(qǐng)擔(dān)任“大使”或“活動(dòng)組織者”（如參與品牌線下活動(dòng)或社群傳播）I have been invited to act as a brand ambassador or event organizer (e.g., helping organize community or promotional events) 我曾參與過品牌產(chǎn)品的設(shè)計(jì)、命名、包裝等內(nèi)容創(chuàng)意（如投票、提交建議被采納）I have taken part in brand product design, naming, or packaging (e.g., submitting ideas, participating in voting) 我曾使用品牌提供的產(chǎn)品定制服務(wù)（如定制鞋款、個(gè)性化護(hù)膚產(chǎn)品等）I have used brand customization services (e.g., personalized sneakers, skincare formulas) 我曾向品牌提出過關(guān)于門店或服務(wù)體驗(yàn)的反饋，并獲得響應(yīng)或觀察到改變I have given feedback on brand stores or services and received a response or observed adjustments 以上均無，我尚未參與過類似品牌互動(dòng)None of the above – I have not participated in such interactions
參與行為對(duì)品牌忠誠度的影響
Impact of Participation on Brand Loyalty
請(qǐng)根據(jù)您的實(shí)際體驗(yàn)，對(duì)以下陳述打分（1 =非常不同意，5 =非常同意）
Please rate the following statements based on your experience (1 = Strongly Disagree, 5 = Strongly Agree)
5. 參與品牌互動(dòng)后，我對(duì)該品牌的好感度有所提升
After participating in brand activities, I developed a more positive attitude toward the brand
6. 我更傾向于繼續(xù)購買我曾參與互動(dòng)的品牌產(chǎn)品
I am more likely to repurchase products from brands I have interacted with
7. 我更愿意向他人推薦我曾參與互動(dòng)的品牌
I am more willing to recommend brands I have interacted with to others
8. 即使存在價(jià)格更低的替代品，我仍更傾向選擇我曾參與互動(dòng)的品牌
Even when cheaper alternatives exist, I prefer the brands I have interacted with
社交媒體與品牌參與的關(guān)系
The Role of Social Media in Brand Participation
請(qǐng)根據(jù)您的實(shí)際體驗(yàn)，對(duì)以下陳述打分（1 =非常不同意，5 =非常同意）
Please rate the following statements based on your experience (1 = Strongly Disagree, 5 = Strongly Agree)
9. 我更容易通過社交媒體了解品牌的用戶互動(dòng)或共創(chuàng)活動(dòng)
I am more likely to discover brand co-creation opportunities through social media 10. 看到他人參與品牌共創(chuàng)內(nèi)容會(huì)激發(fā)我參與的興趣
Seeing others participate in co-creation (e.g., customization, naming) makes me want to join as well
11. 品牌在社交平臺(tái)上回應(yīng)我或采納我的建議，會(huì)增強(qiáng)我對(duì)其的信任與好感
When brands respond to or adopt my suggestions on social media, I trust and like them more
12. 我曾在社交媒體上主動(dòng)分享自己參與品牌共創(chuàng)或互動(dòng)的內(nèi)容
I have actively shared my participation experience with brands on social media
品牌參與行為對(duì)消費(fèi)行為的影響
Impact of Participation on Purchase Behavior
請(qǐng)根據(jù)您的實(shí)際體驗(yàn)，對(duì)以下陳述打分（1 =非常不同意，5 =非常同意）
Please rate the following statements based on your experience (1 = Strongly Disagree, 5 = Strongly Agree)
13. 參與品牌的共創(chuàng)或定制活動(dòng)，會(huì)讓我產(chǎn)生“我需要這個(gè)”的感覺，即使我原本沒有這項(xiàng)需求
Participating in brand customization or co-creation activities makes me feel like “I need this,” even if I didn’t before
14. 我曾因?yàn)閰⑴c品牌互動(dòng)而沖動(dòng)購買某款產(chǎn)品（如參與命名、定制、投票后立即下單）
I have made impulse purchases after participating in brand activities (e.g., voted on a product and bought it immediately)
15. 參與品牌互動(dòng)會(huì)讓我對(duì)品牌產(chǎn)品產(chǎn)生更多興趣，并持續(xù)關(guān)注新品上線
Participating in brand activities makes me more interested in the brand’s future product launches
16. 與我沒有互動(dòng)過的品牌相比，我更容易“想要”我共創(chuàng)過的品牌產(chǎn)品，即使功能相似
I am more likely to desire products from brands I’ve interacted with—even if similar products are available from other brands
17. 請(qǐng)簡要描述您與某一品牌發(fā)生較深層互動(dòng)（如產(chǎn)品建議、命名參與、定制體驗(yàn)、服務(wù)反饋等）的經(jīng)歷。該經(jīng)歷是否影響了您對(duì)品牌的看法或使用意愿？
Please briefly describe an experience where you interacted deeply with a brand (e.g., product suggestion, name submission, customization, feedback, etc.). Did this change your perception of or behavior toward the brand?