Section One: Background Information
Age
Below 18
18-24
24-30
31-35
Above 35
Occupation
Student
Government/Organisation Ministry/Civil Service
General employee
Independent operators
Freelancers
other
Education Level
High school or lower
Collage
Bachelor
Master
Doctoral
income (RMB)
0-3000
3000-5000
5000-10000
10000+
Have you made a purchase because of the Douyin advertisements or recommendations?
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 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
Douyin video advertisement is a good source of product information.
Douyin video advertisement supplies relevant product information.
Douyin video advertisement provides timely information.
Douyin video advertisement is entertaining.
Douyin video advertisement is enjoyable.
Douyin video advertisement is pleasing.
I think Douyin video advertisement could dirve my emotions.
I think Douyin video advertisement brings positive emotions to me.
I am satisfied to the emotional advertisements in Douyin.
I am satisfied to get Douyin advertisements that offer rewards.
I take action to get Douyin advertisements that offer rewards.
I respond to Douyin advertisement to obtain incentives.
I have heard of this brand.
This brand is what I first thought of
Most people know this brand
Douyin advertisement is credible.
Douyin advertisement is trustworthy.
Douyin advertisement is believable.
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
I see brands that promote their products/services on TikTok as
trustworthy.
I find TikTok advertisements informational and effective.
I have discovered new products/brands on TikTok.
I tend to watch a TikTok video advertisement when it has positive emotional content.
I become interested when a lot of people share the entertaining TikTok video advertisement.
I am satisfied to get rewards from Douyin advertisements.
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
I will try the products shown on Douyin.
I intend to consider the products shown on Douyin in my future purchase.
I will frequently purchase products advertised in Douyin in the future.