品牌营销线索对顾客忠诚度的影响：品牌个性和顾客满意度的中介作用调查问卷

尊敬的参与者：

您的参与对本研究至关重要，填写本问卷大约需要 15-20 分钟。本次调查自愿参与、全程匿名，风险极低，所有回答将严格保密，仅用于学术研究。您可随时退出调查或跳过任意题目，无需担心产生任何后果。如对本次调查有任何疑问，欢迎通过邮箱：1218411953@qq.com 与我联系。

感谢您抽出宝贵时间参与调研！


Dear Participant:

Your participation is crucial to this research. Completing this questionnaire will take approximately 15-20 minutes. Participation in this survey is voluntary, completely anonymous, and carries extremely low risk. All answers will be kept strictly confidential and used solely for academic research. You may withdraw from the survey or skip any questions at any time without any consequences. If you have any questions about this survey, please contact me at 1218411953@qq.com.

Thank you for taking the time to participate in the survey!


筛选问卷

Screening Questionnaire


请在最符合您情况的选项方框内打勾（✓）。

Please respond to the following questions by placing a tick (✓) in the box that best represents your answer.

1. 您的年龄是否在18-60周岁之间？
Are you between 18 and 60 years old?

2. 您目前是否居住在中国的一线城市（北京、上海、广州或深圳）？
Are you currently living in one of China’s first-tier cities (Beijing, Shanghai, Guangzhou, or Shenzhen)?

3. 您是否在过去12个月内购买或使用过中国运动服品牌（例如：安踏、李宁、特步、361°、匹克）的产品？
Have you purchased or used Chinese sportswear brands (e.g., Anta, Li-Ning, Xtep, 361°, Peak) within the past 12 month?

4. 您是否有关注或与中国运动服品牌进行互动的经验？
Do you have experience paying attention to or interacting with Chinese sportswear brands?

5. 您是否在社交媒体上关注任何运动服品牌代言人？
Do you follow any sportswear brand ambassadors on social media?

6. 请确认您之前未参与过本次问卷调查。
Please confirm that you have not participated in this survey before.

若您符合以上全部条件，可继续填写问卷后续部分。同意完成即表示您自愿参与本研究。参与完全自愿，选择不参与不会带来任何负面影响。提交问卷前，您可随时关闭页面退出研究，退出后您的所有回答将不会被记录或用于分析。

If you meet all the criteria outlined above, you may proceed to the subsequent sections of the questionnaire. By agreeing to complete the survey, you are providing your voluntary consent to participate in this research project. Participation is entirely voluntary, and you may choose not to take part without experiencing any negative consequences. You also retain the right to withdraw from the study at any time prior to submitting the questionnaire simply by closing the survey window. If you withdraw before submission, none of your responses will be recorded or used for analysis.

人口统计信息
Demographic

请打勾或填写相应内容。

Tick/write your answer to the following questions.

1. 性别 Gender

2. 常住城市 City of residence

3. 年龄 Age
4. 月收入 Monthly Income

5. 您多久穿一次运动服？
How often do you wear sportswear?

6. 过去12个月内购买运动服产品的频率。
Sportswear product purchase frequency in the past 12 month.

7. 您最常购买或关注的中国运动服品牌是哪个？（可多选）
Which Chinese sportswear brand do you purchase or pay attention to most frequently?(Multiple allowed)

8. 您主要通过哪些平台获取中国运动服品牌的信息？（可多选）
Which platform do you mainly use to obtain information about Chinese sportswear brands? (Multiple allowed)

9. 对您偏好的运动服品牌代言人有多熟悉？
How familiar are you with the brand ambassador of your preferred sportswear brand?
10. 您参与过以下哪些与中国运动服品牌相关的活动？（可多选）
Which of the following activities have you participated in related to Chinese sportswear brands? (Multiple allowed)
量表选项
Scale items

请根据您对国产运动品牌的认知与体验，对下列表述表明您的认同程度。采用7点李克特量表：1=完全不认同，7=完全认同。

Based on your current understanding and experience with Chinese sportswear brands, please indicate the degree to which you agree or disagree with each of the following statements. Please use a 7-point response scale to express your dissenting opinion, where "1" indicates "strongly disagree" and "7" indicates "strongly agree".

品牌代言人 Brand ambassador

BA1. 品牌代言人对运动服产品具有专业知识。
The brand ambassador is knowledgeable about sportswear products.
BA2. 品牌代言人为运动服产品提供了有用的信息。
The brand ambassador provides useful information about sportswear products.
BA3. 品牌代言人是值得信赖的。
The brand ambassador is trustworthy.
BA4. 品牌代言人是真诚的。
The brand ambassador is sincere.
BA5. 品牌代言人与该运动服品牌具有良好的营销契合度。
The brand ambassador is a good marketing fit for the sportswear brand.
BA6. 品牌代言人的形象与该运动服品牌的营销形象高度一致。
The image of the brand ambassador aligns well with the marketing image of the sportswear brand.
品牌故事 Brand Storytelling
BS1. 这个品牌故事清晰地解释了品牌行为和品牌身份背后的原因。
This brand storytelling clearly explained the reasons behind the brand’s actions and identity.
BS2. 该品牌故事从开头到结尾都以清晰且有条理的方式呈现了品牌。
This brand storytelling presented the brand in a clear and well-structured way from introduction to conclusion.
BS3. 这个品牌故事对我来说具有个人意义。
The brand story felt personally meaningful to me.
BS4. 在观看该品牌故事后，我认为这个品牌符合我的生活方式。
After viewing the brand story, I could see this brand fitting into my life.
BS5. 在观看该运动服品牌故事后，我产生了强烈的情感感受。
After seeing the sportswear brand story, I had intense feelings.
BS6. 该运动服品牌故事中的情感元素使我更加喜欢这个品牌。
The emotional aspect of the sportswear brand story leads me to like the brand.
品牌文化 Brand culture
BCU1. 这个运动服品牌真实地体现了重要的文化价值。
This sportswear brand genuinely reflects important cultural values.
BCU2. 该运动服品牌的文化真实性提升了其品牌声望。
The cultural authenticity of this sportswear brand enhances its prestige.
BCU3. 这个运动服品牌具有独特的文化形象。
This sportswear brand has a distinctive cultre image.
BCU4. 我与这个运动服品牌所代表的文化有着密切的联系。
I feel closely connected to the culture represented by this sportswear brand.
BC5. 我有兴趣进一步了解这个运动服品牌所代表的文化认同。
I am interested in learning more about the cultural identity represented by this sportswear brand.
BCU6. 如果我认同这个运动服品牌所代表的文化，我会感到自豪。
I would feel proud to identify with the culture represented by this sportswear brand.
品牌共创 Brand co-creation
BCC1. 我喜欢分享自己对这个运动服品牌的看法。
I like sharing my opinions about this sportswear brand.
BCC2. 我会参与这个运动服品牌组织的活动或推广活动。
I participate in activities or campaigns organized by this sportswear brand.
BCC3. 我喜欢参与这个运动服品牌的社群。
I enjoy being involved in this sportswear brand’s community.
BCC4. 我可以通过数字平台轻松与这个运动服品牌进行互动。
I can easily interact with this sportswear brand through digital platforms.
BCC5. 我与这个运动服品牌之间的互动让我觉得很有意义。
My interactions with this sportswear brand feel meaningful.
BCC6. 通过与这个运动服品牌的互动，我对该品牌产生了联系感。
I feel connected to this sportswear brand through my interactions with it.
品牌个性 Brand personality
BP1. 这个运动服品牌看起来是可靠的。
This sportswear brand appears reliable.
BP2. 这个运动服品牌似乎能够提供高质量的产品。
This sportswear brand seems capable of delivering high-quality products.
BP3. 这个运动服品牌展现了其在运动服行业中的专业能力。
This sportswear brand demonstrates expertise in the sportswear industry.
BP4. 这个运动服品牌给人一种时尚潮流的感觉。
This sportswear brand feels trendy.
BP5. 这个运动服品牌展现出充满活力的形象。
This sportswear brand appears energetic.
BP6. 这个运动服品牌能够带来一种充满热情的感觉。
This sportswear brand creates a sense of enthusiasm.
消费者满意度 Customer satisfaction
CS1. 这个运动服品牌符合我的期望。
This sportswear brand meets my expectations.
CS2. 我对这个运动服品牌所提供的价值感到满意。
I am satisfied with the value offered by this sportswear brand.
CS3. 总体而言，我对这个运动服品牌感到满意。
I feel happy with this sportswear brand overall.
CS4. 这个运动服品牌提供了令人满意的消费体验。
This sportswear brand provides satisfying consumer experience.
CS5. 即使存在其他类似品牌，我仍然更愿意购买这个运动服品牌的产品。
I would rather purchase this sportswear brand even if there were other similar brands.
品牌忠诚度 Brand loyalty
BL1. 我认为自己对这个运动服品牌是忠诚的。
I consider myself loyal to this sportswear brand.
BL2. 与竞争品牌相比，我更偏好这个运动服品牌。
I prefer this sportswear brand over competing brands.
BL3. 我对这个运动服品牌持有积极的态度。
I have a positive attitude toward this sportswear brand.
BL4. 与其他品牌相比，我在这个运动服品牌上的消费更多。
I spend more on this sportswear brand compared to other brands.
BL5. 我愿意向他人推荐这个运动服品牌。
I would recommend this sportswear brand to others.
BL6. 我可能会继续购买这个运动服品牌的产品。
I am likely to continue purchasing from this sportswear brand.
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