中国消费者网上地板购买意向调查Survey on Online Flooring Purchase Intention of Chinese Consumers
调查目标 (Survey Aims)
本次调查的目的是探索中国消费者在天猫商城上购买实木（复合）地板，或强化复合地板的购买意向。请根据您自己的经验和意见回答每个问题。调查大约需要15分钟。
This survey aims to explore the purchase intention of Chinese consumers in terms of buying wood/laminate floorings in a TMALL* store. Please respond to each question based on your own experiences and opinions. The survey will take about 15 minutes.
法律许可 (Legal Consent)
参加本研究完全是自愿的，您有权随时退出而不受处罚。请阅读以下信息。在继续之前，您需要表明您已了解此信息。
Participation in this study is fully voluntary, and you have the right to withdraw at any time with no penalty. Please read the following information. You will need to indicate that you have understood this information before you can continue.
本研究将遵循南安普顿大学的研究框架和政策。任何用于研究出版目的的数据都将被匿名处理。此外，未经您的明确书面同意，所获得的数据不会用于商业目的或提供给第三方。通过参与此调查，您表示同意将所述数据用于所述研究，并确认您已年满18岁。研究结果将根据要求提供给所有参与者。
This study will adhere to the framework and policies of the University of Southampton. Any data for research publication purposes will be treated with anonymity. In addition, the data obtained will not be used for commercial purposes or made available to third parties without your express written your consent. By participating in this survey, you express your consent to use the data for research as stated and also confirm that you are 18 years or older, or if participating in the USA. The results emerging from the study will be made available to all participants on request.
* 天猫商城：www.tmall.com，中国最大的电子商务市场网站。
*TMALL (www.tmall.com) is the biggest e-commerce marketplace website in China.
你的性别是：
Are you?
你的年龄是：
Please, indicate your age:
你名下有房产吗？
Do you own any properties?
你想要哪种地面装饰材料用于家居室内装饰（可多选）:
Which flooring materials would you like for domestic use? (Multiple choice question):
你是否在天猫商城购物：
Do you shop on tmall.com:
根据你过去使用天猫商城的经验，对以下陈述，请勾选符合你的赞同程度。
Based on your experience with tmall.com in the past, please, tick the box that comes closest to your level of agreement with each the following statements.
| 非常不同意(Strongly disagree) | 有点不同意(Moderately disagree) | 略有不同意(Slightly disagree) | 中立(Neither disagree nor agree) | 略有同意(Slightly agree) | 有点同意(Moderately agree) | 非常同意(Strongly agree) | |
| 我熟悉在天猫商城购买商品的流程(I am familiar with the processes of purchasing products from the TMALL shopping mall). | |||||||
| 我熟悉在天猫商城搜索商品的流程(I am familiar with searching for products at the TMALL shopping mall). | |||||||
| 总的来说， 我熟悉天猫商城(Overall, I am familiar with the TMALL shopping mall). | |||||||
| 总的来说，我信赖天猫商城(Overall, I trust the TMALL shopping mall). |
根据你在家居装修方面的经验，对以下陈述，请勾选符合你的赞同程度。
Based on your experience in household decoration, please, tick the box that comes closest to your level of agreement with each the following statements.
| 非常不同意(Strongly disagree) | 有点不同意(Moderately disagree) | 略有不同意(Slightly disagree) | 中立(Neither disagree nor agree) | 略有同意(Slightly agree) | 有点同意(Moderately agree) | 非常同意(Strongly agree) | |
| 我熟悉如何选择家用实木（复合）地板/强化复合地板(I am familiar with how to choose wood/laminate floorings for domestic use). | |||||||
| 我熟悉家用实木（复合）地板/强化复合地板的安装(I am familiar with the installation of wood/laminate floorings for domestic usage). | |||||||
| 我熟悉实木（复合）地板/强化复合地板的保养维护(I am familiar with the maintenance of wood/laminate floorings for domestic usage). |
现在，考虑天猫商城上的“圣象官方旗舰店“，对以下陈述，请勾选符合你的赞同程度。
Now, thinking about the PowerDeckor Official Flagship Store on TMALL, please, tick the box that comes closest to your level of agreement with each the following statements.
| 非常不同意(Strongly disagree) | 有点不同意(Moderately disagree) | 略有不同意(Slightly disagree) | 中立(Neither disagree nor agree) | 略有同意(Slightly agree) | 有点同意(Moderately agree) | 非常同意(Strongly agree) | |
| 我熟悉它通过家居装饰的杂志/报纸/网站发布的文章(I am familiar with it through reading articles from home decoration magazines/newspaper/online). | |||||||
| 我熟悉它通过广告，如电视广告，展示广告，社交媒体广告，户外广告，广播/Podcast广告和视频广告等(I am familiar with it through ads, like TV ads, display ads, social media ads, outdoor ads, radio/podcasts ads, and video ads etc). | |||||||
| 我熟悉它通过访问它的天猫旗舰店和在天猫上搜索“实木地板”，“实木复合地板”，或“强化复合地板”(I am familiar with it through visiting its store on TMALL and searching for wood/laminate floorings on TMALL). | |||||||
| 我熟悉它通过访问“圣象”的官方网站和在互联网上搜索“实木地板”，“实木复合地板”，或“强化复合地板”(I am familiar with it through visiting its official website and searching for wood/laminate floorings on the internet). | |||||||
| 我熟悉它通过参观“圣象”的实体门店(I am familiar with it through visiting its brick-and-mortar store). | |||||||
| 我知道它非常有能力进行在线交易(I know it is very capable of performing online transactions). | |||||||
| 我知道它关心它的客户(I know it cares about customers). | |||||||
| 我知道它诚信经营(I know it is honest). | |||||||
| 总的来说，我熟悉“圣象官方旗舰店”( Overall, I am familiar with this flooring e-vendor). | |||||||
| 总的来说，我相信“圣象官方旗舰店”( Overall, I trust this flooring e-vendor). |
然后，假设在天猫商城上的“圣象官方旗舰店“购买家用实木（复合）地板，或强化复合地板，请表明你对购买风险的看法。我担心：
Then, assuming purchasing wood/laminate floorings from the PowerDeckor Official Flagship Store on TMALL for domestic use, please indicate your perception of the following aspects of purchasing risk . I am worried about/that:
| 没有风险(Not at all risky) | 低风险(Low risk) | 略有风险(Slightly risky) | 介于“略有风险”和“适中风险”之间(Neutral) | 适中风险(Moderately risky) | 很大风险(Very risky) | 非常大风险(Extremely risky) | |
| 我担心在线购买地板可能会因隐藏成本，维护成本，或缺陷保修而导致财务损失(Buying floorings online may cause me to suffer a financial loss due to the hidden costs, maintenance costs or lack of warranty in case of faults). | |||||||
| 我担心在网上购买的地板可能无法满足我在购买时对地板性能的要求(The floorings I purchased online may fail to meet the performance requirements initially intended by the purchase). | |||||||
| 我担心它可能没有出售足够的地板辅材，如地垫，防潮膜，收边条，踢脚线，地板清洁剂等(This flooring e-vendor may fail to offer sell of sufficient accessory products, like underlay, door-bars, cable managements, skirting, profiles, finishing oils, cleaning etc). | |||||||
| 我担心它可能无法提供足够的产品信息(This flooring e-vendor may fail to provide sufficient product information). | |||||||
| 我担心它可能无法提供足够的在线支持，以便帮助我计算应该购买的地板包数(This flooring e-vendor may fail to provide sufficient online support for calculating the number of packs of flooring I should purchase). | |||||||
| 我担心它可能无法在购买前提供商品样品(This flooring e-vendor may fail to provide product samples before purchasing). | |||||||
| 我担心它可能无法交付产品或延迟交付(This flooring e-vendor may fail to deliver the product or make a late delivery). | |||||||
| 我担心它可能无法提供充分的安装/保养维护的说明，或安装/保养维护的服务(This flooring e-vendor may fail to provide sufficient installation/maintenance instructions/services). | |||||||
| 我担心它可能无法提供有效的退货/换货流程(This flooring e-vendor may fail to provide efficient return/exchange procedure). |
总的来说，考虑到各种因素的结合，你认为在天猫商城上购买实木（复合）地板，或强化复合地板的风险有多大：
On the whole, considering all sorts of factors combined, about how risky would you say it would be to buy wood/laminate floorings from the TMALL shopping mall:
如果不考虑产品质量和价格等因素，对以下陈述，请勾选符合你的赞同程度。
If excluding factors like product quality and price etc., please, tick the box that comes closest to your level of agreement with each the following statements.
| 非常不同意(Strongly disagree) | 有点不同意(Moderately disagree) | 略有不同意(Slightly disagree) | 中立(Neither disagree nor agree) | 略有同意(Slightly agree) | 有点同意(Moderately agree) | 非常同意(Strongly agree) | |
| 对于家用实木（复合）地板/强化复合地板，我考虑从这个天猫旗舰店购买的可能性很高(For domestic use, the probability that I would consider purchasing domestic wood/laminate flooring from this TMALL e-vendor is high). | |||||||
| 对于家用实木（复合）地板/强化复合地板，我从这个天猫旗舰店购买的可能性很高(For domestic use, the likelihood of purchasing wood/laminate floorings from this TMALL e-vendor is high). | |||||||
| 对于家用实木（复合）地板/强化复合地板，我愿意从这个天猫旗舰店购买(For domestic use, my willingness to purchase wood/laminate floorings from this TMALL e-vendor is high). |
以下什么因素会让你选择在天猫商城上的商店选购家用地板 （可多选）：
Please, choose reasons why you would like to purchase wood/laminate floorings from tmall.com for domestic use (Multiple Choices Question)：
关于网上购买实木（复合）地板，或强化复合地板，你是否还有其他想法或评论；如果有，请给出:
Do you have any other concerns or comments when purchasing wood/laminate floorings online, if yes, please specify:
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