How vlogs and fashion vloggers influence purchase intentions on young consumers aged 16-25 in China

Hello! You are being invited to take part in a research study as part of my dissertation projects which will explore how and what factors of ‘vlogs’ and ‘fashion vloggers’ influence consumer purchase intentions. The outcomes of the research will be used in my university (UoM) dissertation study to fulfil the requirements for the award of the BA(Hons) in Management, leadership and leisure. Participants will be anonymous, and you are free to withdraw at any time. However, it will not be possible to remove your data from the project once it has been anonymised as we will not be able to identify your specific data.

This questionnaire will take no longer than 15 minutes to complete. Thank you so much for taking the time to participate in this survey! :)

Section One: Background Information

What is your age?

Below 16

16-20

21-25

26-30

31-35

Above 35

What gender do you identify as?

Female

Male

Other

How often do you watch product review vlogs? (share opinions or feedback on products and brands)

Rarely

Sometimes

Often

Always

How often do you purchase fashion products? (shoes, bags, clothing, accessories...)

0-4 times a month

5-9 times a month

10-14 times a month

15 times or more a month

Have you bought or wanted to buy products because of a vlog or vlogger?

Yes

Have you not made a shopping purchase because of a vlog or vlogger?

Yes

Section Two: Measures of Influential Factors

From this section think about a fashion vlogger you follow on the Chinese social media platforms (TIKTOK, Xiaohongshu, Bilibili).

On a scale of 1-5, rate how much you agree or disagree with the following statement:

Strongly agree - 5

Agree - 4

Neither agree nor disagree - 3

Disagree - 2

Strongly disagree - 1

Perceived trust and credibility

The fashion vlogger is trustworthy ★ ★ ★ ★ ★

The fashion vlogger is reliable ★ ★ ★ ★ ★

The fashion vlogger is knowledgeable about the fashion products or brands. ★ ★ ★ ★ ★

Interaction model

I feel familiar with the fashion vlogger ★ ★ ★ ★ ★

I feel intimate with the fashion vlogger (like my friend) ★ ★ ★ ★ ★

The fashion vlogger responds viewers’ comments quickly ★ ★ ★ ★ ★

The fashion vlogger will listen to viewers’ preferences and needs ★ ★ ★ ★ ★

Vlog content

The fashion vlogger gives me access to accurate and useful information about the product. ★ ★ ★ ★ ★

The fashion vlogger shares vlogs with high quality and suitable length. ★ ★ ★ ★ ★

When I recognise that the fashion vlogger is being paid to front the product, I might lose trust in the vlogger. ★ ★ ★ ★ ★

The fashion vlogger should let me know the recommended products or brands are advertisements or being sponsored. ★ ★ ★ ★ ★

Section Three: Measures of Purchase Intention

On a scale of 1-5, rate how much you agree or disagree with the following statement:

Strongly agree - 5

Agree - 4

Neither agree nor disagree - 3

Disagree - 2

Strongly disagree - 1

Purchase intention

I have already picked a product but ended up purchasing a similar product I have seen in the vloggers video. ★ ★ ★ ★ ★

I have noticed that vloggers influence my buying behaviour. ★ ★ ★ ★ ★

Watching the vlog increase my intention to buy the product recommended by the vlogger ★ ★ ★ ★ ★

Thank you for taking the time to complete this questionnaire. If you have any queries, please do not hesitate to contact [Yuchen Tang] by emailing [yuchen.tang-4@student.manchester.ac.uk].

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How vlogs and fashion vloggers influence purchase intentions on young consumers aged 16-25 in China

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