How Douyin video characteristics influence the purchase intentions of young generations in China?

This survey is designed to investigate your feelings, attitudes, and purchase intentions towards Douyin advertising. This questionnaire will take no longer than 15 minutes to complete and the survey data is for academic use only and not for any other commercial purposes. The data will not be passed on to any other third party without your consent. We value every user's opinion and look forward to your participation! Thank you so much for taking the time to participate in this survey.

:Section One: Background Information

Q1:Age

Below 18

18-24

24-30

31-35

Above 35

Q2:Gender

Male

Female

Other

Q3:Occupation

Student

Government/Organisation Ministry/Civil Service

General employee

Independent operators

Freelancers

other

Q4:Education Level

High school or lower

Collage

Bachelor

Master

Doctoral

Q5:income (RMB)

0-3000

3000-5000

5000-10000

10000+

Q6:Have you made a purchase because of the Douyin advertisements or recommendations?

Yes

Q7:How often do you purchase online?

Never

Rarely

Sometimes

Often

Always

:Section Two: Measeures of Influential video factors

:The following items describe how you feel about Douyin video marketing. Please recall yourexperience of getting information about or buying products through Douyinvideo advertisement.For each question, please choose a number from 1 to 5 that bestrepresents your agreement. 1 = Strongly disagree , 2 = disagree, 3 = Neither agree nor disagree, 4= Agree, 5 = Strongly agree

:8.Informativeness

Q8:Douyin video advertisement is a good source of product information.

选项1

Q9:Douyin video advertisement supplies relevant product information.

选项1

Q10:Douyin video advertisement provides timely information.

选项1

:9. Entertainment

Q11:Douyin video advertisement is entertaining.

选项1

Q12:Douyin video advertisement is enjoyable.

选项1

Q13:Douyin video advertisement is pleasing.

选项1

:10.Emotions

Q14:I think Douyin video advertisement could dirve my emotions.

选项1

Q15:I think Douyin video advertisement brings positive emotions to me.

选项1

Q16:I am satisfied to the emotional advertisements in Douyin.

选项1

:11. Incentives

Q17:I am satisfied to get Douyin advertisements that offer rewards.

选项1

Q18:I take action to get Douyin advertisements that offer rewards.

选项1

Q19:I respond to Douyin advertisement to obtain incentives.

选项1

:12. Brand Awareness

Q20:I have heard of this brand.

选项1

Q21:This brand is what I first thought of

选项1

Q22:Most people know this brand

选项1

:13. Credibility

Q23:Douyin advertisement is credible.

选项1

Q24:Douyin advertisement is trustworthy.

选项1

Q25:Douyin advertisement is believable.

选项1

:Section Three: Measure of Consumer behaviour

:The following items describe how you feel about Douyin video marketing. Please recall your experience of getting information about or buying products through Douyin video advertisement. For each question, please choose a number from 1 to 5 that best represents your agreement. 1 = Strongly disagree , 2 = disagree, 3 = Neither agree nor disagree, 4 = Agree, 5 = Strongly agree

Q26:I see brands that promote their products/services on TikTok astrustworthy.

选项1

Q27:I find TikTok advertisements informational and effective.

选项1

Q28:I have discovered new products/brands on TikTok.

选项1

Q29:I tend to watch a TikTok video advertisement when it haspositive emotional content.

选项1

Q30:I become interested when a lot of people share the entertaining TikTok videoadvertisement.

选项1

Q31:I am satisfied to get rewards from Douyin advertisements.

选项1

:Section Four: Measures of Purchase Intention

:The following items describe how you feel about Douyin video marketing. Please recall your experience of getting information about or buying products through Douyin video advertisement.For each question, please choose a number from 1 to 5 that best represents your agreement. 1 = Strongly disagree , 2 = disagree, 3 = Neither agree nor disagree, 4 = Agree, 5 = Strongly agree

Q32:I will try the products shown on Douyin.

选项1

Q33:I intend to consider the products shown on Douyin in my future purchase.