关于中国消费者在电商渠道小众奢侈品购买意愿的看法

Your Gender? 您的性别

Your Age? 您的年纪

Which Tier of Cities Do You Live in? Please use the referenced link to see which tier is the city you live in included 您所在的城市梯队？请参考2019第一财经城市梯级标准

Have you ever purchased any SME luxury products through E-Commerce Channels? 您曾经在电商渠道购买过小众奢侈品吗？

What kind of e-commerce platforms do you use for purchasing SME luxury products? 您都使用什么电商平台来购买小众奢侈品（多选）

Please state which SME (inconspicuous) luxury brands you have ever bought? 您曾经购买过的小众奢侈品品牌有哪些？（请用逗号隔开）非知名大品牌，如Maison Margiela，Acne Studios，By Far，Ann Demuelemeester等

Please state your professional area? 您从事的专业领域是什么？

Questions below is about your attitude towards social media influencer content marketing. Please read the sentences and choose which level you do agree with these sentences. 以下问题将涉及到你对社交媒体博主/明星软文推广的一些看法，请将每一条情况都仔细阅读并选择相应符合你情况的答案。

I am delightful to see a post which is from an influencer on social media platform 我很乐于在社交媒体平台上看见博主/明星的软文推广

I think is useful to read the content of the post which is from an influencer on social media platform 我认为在社交媒体平台上读博主/明星的软文推广是有必要的

10. I think I like the product in the post on social media platform from the influencer because I think it will look good on me 我喜欢在社交媒体平台上博主/明星的软文推广里宣传的商品是因为我认为它很适合我

11. People who would influence my decision think a product will be look good on me when they see the post from an influencer 周围会影响我决策的人在看到博主/明星的软文推广后，认为这个东西适合我

People who are close to me think a product in a post from an influencer will be look good on me 周围对我重要的人在看到博主/明星的软文推广后，认为这个东西适合我

People who would influence my decision think I should purchase the product from a post they saw from an influencer 周围会影响我决策的人在看到博主/明星的软文推广后，认为我应该去购买这个东西

People who are close to me think I should purchase the product from a post they saw from an influencer 周围对我重要的人在看到博主/明星的软文推广后，认为我应该去购买这个东西

I have interest in purchasing SME luxury goods online because of the social media content from an influencer in near future. 我会因为社交媒体平台上博主/明星软文推广而在未来去购买小众奢侈品产品

Questions below is about your attitude towards social media advertising. Please read the sentences and choose which level you do agree with these sentences. 以下问题将涉及到你对社交媒体广告投放的一些看法，请将每一条情况都仔细阅读并选择相应符合你情况的答案。

I am delightful to see an advertisement on social media platforms 我很乐于在社交媒体平台上看见商品/品牌广告

I think is useful to click the advertisement on social media platforms 我认为在社交媒体平台上点击商品/品牌广告是有必要的

I think I will buy the product in the advertisement on social media platforms in the future because I think it will look good on me 我喜欢在社交媒体平台上广告里宣传的商品是因为我认为它很适合我

People who would influence my decision think a product will be look good on me when they see an advertisement on social media platforms 周围会影响我决策的人在看到社交媒体平台上商品/品牌广告后，认为这个东西适合我

People who are close to me think a product in an advertisement on social media platforms will be look good on me. 周围对我重要的人在看到社交媒体平台上商品/品牌广告后，认为这个东西适合我

People who would influence my decision think I should purchase the product from an advertisement they saw on social media platforms 周围会影响我决策的人在看到社交媒体平台上的广告后，认为我应该去购买这个东西

People who are close to me think I should purchase the product from an advertisement they saw on social media platforms 周围对我重要的人在看到社交媒体平台上的广告后，认为我应该去购买这个东西

I have interest in purchasing SME luxury goods online because of the social media advertisement in near future. 我会因为社交媒体平台上商品/品牌的广告推广而在未来去购买小众奢侈品产品

Questions below is about your attitude towards livestreaming shopping. Please read the sentences and choose which level you do agree with these sentences. 以下问题将涉及到你对直播购物的一些看法，请将每一条情况都仔细阅读并选择相应符合你情况的答案。

I found it is easy to understand the operation and function livestreaming shopping 直播购物的操作以及功能对于我来讲简洁明了

I found it is easy and convenient to finish the whole purchase process when doing livestreaming shopping 直播购物的整个操作流程都非常便捷

I can purchase what I want through livestreaming shopping 我可以在直播购物上买到我想买的东西

Livestreaming shopping reveals products that are new to me 我经常可以在直播购物上看见我没有见过的商品

I think interaction with live streamer is interesting 我认为与直播主的互动十分有趣

I think interaction with live streamer is important for me 我认为与直播主的互动对于我来讲十分重要

I think interaction with live streamer makes me feel I’m involved 我认为我在与直播主的互动中感到非常融入

I believe the product introduced by live streamer is good 我认为直播主推荐的商品是好的

I think live streamer is reliable because his/her professionalism 因为直播主的专业性，我认为他非常可靠

I have interest in purchasing SME luxury goods online because of the livestreaming shopping in near future. 我会因为直播购物的方式而在未来去购买小众奢侈品产品