Department of Public Relations and Advertising, Beijing Normal University-Hongkong Baptist University United International College
北京师范大学-香港浸会大学联合国际学院公共关系与广告学系

Communication Research (1001)
传播学研究（1001）

Research Proposal:
研究提案：

Research on the Factors of
影响因素研究

Social Media Advertising on
社交媒体广告

Gen Z Consumers'
Z世代消费者

Purchase Intentions:
购买意向：

Using Douyin as an Example
以抖音为例

Group 7 members:
第七组成员：

Lujia Jiang   223001040
姜璐佳223001040

Ding Zhuolin 2230006026
丁卓林2230006026

Zhuoxi Yao   2130031313
姚卓曦2130031313

Instructor: Dr. Yuanxin Wang
导师：王远新博士

Date of Submission: 2024.12.17
提交日期：2024.12.17

Content
内容

1. Introduction 3
1. 介绍3

2. Literature review 4
2. 文献综述4

2.1 Social Media Advertising 4
2.1社交媒体广告4

2.2 Purchase Intention 4
2.2购买意向4

2.3 Theoretical Background: Uses and Gratifications Theory 4
2.3理论背景：使用与满足理论4

2.4 Independent Variables 5
2.4独立变量5

2.4.1 Entertainment Gratification 5
2.4.1娱乐满足感5

2.4.2 Interactivity 6
2.4.2互动性6

3. Methodology 6
3.方法6

3.1 Research Method 6
3.1研究方法6

3.1.1 Data Collection 6
3.1.1数据收集

3.1.2 Questionnaire Design 7
3.1.2问卷设计7

3.1.3 Measurement 8
3.1.3测量8

3.2 Sampling Process 10
3.2取样过程10

3.2.1 Target Population and Sampled Population 10
3.2.1目标人口和抽样人口10

3.2.2 Sampling Procedure 10
3.2.2取样程序10

3.2.3 Sample Size 11
3.2.3样本量

4. Expected Results and Implications 11
4.预期成果和影响11

5. Conclusion 12
5.结论12

References 13
参考文献13

Appendix A 16
附录A.16

Appendix B 18
附录B18

Introduction
介绍

In recent years, social media has been shown to be one of the most effective ways for marketers to interact with customers and marketing (Yang & Ha, 2021). And according to the research of Meng and Leung (2021), social media platforms which are the primary channel for young consumers, influence users' buying decisions by showing them ads or products. Statistics show that 37% of global Gen Z consumers say social media ad is the most important form of advertising for most Gen Z consumers, social media has the biggest impact on their shopping behavior (Fastdata, 2024). And Douyin has become one of the most popular social media platforms in 2024 (Shopify, 2024). Concurrently, one of the four most dominant groups in Douyin and its e-commerce platform is Gen Z today (Digitaling, 2024).
近年来，社交媒体已被证明是营销人员与客户互动和营销的最有效方式之一（Yang& Ha，2021）。根据孟和梁（2021）的研究，社交媒体平台是年轻消费者的主要渠道，通过向用户展示广告或产品来影响他们的购买决策。 统计数据显示，37%的全球 Z世代消费者表示，社交媒体广告是大多数Z世代消费者最重要的广告形式，社交媒体对他们的购物行为影响最大（Fastdata，2024）。抖音已成为2024年最受欢迎的社交媒体平台之一（Shopify，2024）。 与此同时，抖音及其电子商务平台中最具主导地位的四个群体之一是今天的Z世代（Digitaling，2024）。

However, there are limited existing studies focus on the purchase intentions of Gen Z consumers. By researching the consumption behavior of Gen Z based on the Uses and Gratifications Theory, the gap in this discipline can be filled. Furthermore, it is also expected to provide valuable guidance or reference for social media marketing and advertising targeted at Gen Z consumers.
然而，目前对Z世代消费者购买意愿的研究有限。运用使用与满足理论研究Z世代的消费行为，可以填补这一学科的差距。此外，它还有望为针对Z世代消费者的社交媒体营销和广告提供有价值的指导或参考。

Therefore, the research question of this paper is conducted:
因此，本文的研究问题是：

RQ: What are the factors affecting Chinese Gen Z consumers’ purchase intention. brought by social media ads (using Douyin as an example)?
RQ：影响中国Z世代消费者购买意愿的因素有哪些？社交媒体广告带来的影响（以抖音为例）？

2. Literature review
2. 文献综述

2.1 Social Media Advertising
2.1社交媒体广告

We define social media advertising as any online content produced with the goal of persuasion and/or distributed via a social media platform that enables Internet users to view, share, engage with, contribute to, and co-create (Alhabash et al., 2017).
我们将社交媒体广告定义为任何以说服为目标而制作的在线内容和/或通过社交媒体平台分发的在线内容，该平台使互联网用户能够查看，分享，参与，贡献和共同创造（Alhabash等人，2017年）。

2.2 Purchase Intention
2.2购买意向

Purchase intention pertains to the decision-making process that explores the underlying factors influencing a consumer's purchase of a specific brand (Shah et al., 2012). This concept focuses on understanding the motivations and reasons driving consumers to purchase. According to Martinez et al. (2007), it is defined as the likelihood or inclination of a consumer to buy a specific product, typically influenced by certain conditions or circumstances.
购买意向属于决策过程，探讨影响消费者购买特定品牌的潜在因素（Shah等人，2012年）。这个概念侧重于了解推动消费者购买的动机和原因。根据Martinez等人（2007）的定义，它被定义为消费者购买特定产品的可能性或倾向，通常受某些条件或环境的影响。

Even though assessing a customer's intention to buy cannot be considered an accurate representation of their actual purchasing behaviour (Sun & Morwitz, 2010), it is an essential factor in consumer behaviour research, and the intention to buy is frequently used to forecast the behaviour of actual consumers (Kamalul Ariffin et al., 2018). Therefore, this research uses purchase intention as the dependent variable and studies consumer purchase behaviour when influenced by social media advertising.
尽管评估客户的购买意图不能被认为是他们实际购买行为的准确代表（Sun& Morwitz，2010），但它是消费者行为研究中的一个重要因素，并且购买意图经常用于预测实际消费者的行为（KamalulAriffin等人，2018年）。因此，本研究以购买意愿为因变量，研究消费者在受到社交媒体广告影响时的购买行为。

2.3 Theoretical Background: Uses and Gratifications Theory
2. 第三章理论背景：使用与满足理论

The Uses and Gratifications Theory, introduced by Katz, Blumler, and Gurevitch in 1973, challenges the idea that media audiences are passive recipients of information. Instead, it posits that individuals actively engage with media, selecting specific content to fulfil various needs. Motivation and satisfaction are increasingly important elements of audience analysis as new technologies give individuals more and more media options (Ruggiero, 2000). Consequently, researchers have applied Uses and Gratifications Theory to various recently popular video media technologies. Clarifying and understanding the psychological needs that impact people's motivations for media use, as well as the reasons behind the specific media-use behaviors people engage in to meet their basic needs, is the primary objective of the Uses and Gratifications Theory (Rubin, 1994). Therefore, the two independent variables in this study will represent two psychological demands that affect consumers' purchase intentions.
Katz、Blumler和Gurevitch在1973年提出的使用与满足理论对媒体受众是信息被动接受者的观点提出了挑战。相反，它假定个人积极参与媒体，选择特定的内容来满足各种需求。随着新技术为个人提供越来越多的媒体选择，动机和满意度越来越成为受众分析的重要因素（Ruggiero，2000）。因此，研究人员将使用和满足理论应用于各种最近流行的视频媒体技术。澄清和理解影响人们使用媒体的动机的心理需求，以及人们为满足其基本需求而从事的特定媒体使用行为背后的原因，是使用和满足理论的主要目标（鲁宾，1994）。 因此，本研究中的两个自变量将代表影响消费者购买意愿的两种心理需求。

2.4 Independent Variables
2.4自变量

This study establishes two independent variables using and gratifications theory: entertainment gratification and interactivity. Based on previous research, the following will provide an explanation of the setting's rationale.
本研究以娱乐满足与互动满足理论建立两个独立变项：娱乐满足与互动性.根据之前的研究，以下将对该设置的原理进行解释。

2.4.1 Entertainment Gratification
2.4.1EntertainmentG批准

Entertainment gratification is when people find Internet-based purchasing enjoyable and engaging (Lim, 2015), When consumers shop, they are more likely to be entertained by advertisements that provide them with entertainment gratification, which makes them feel happy and stimulates them to use the media more frequently. Therefore, unique entertainment gratification can positively impact users' attitudes towards media. This leads to the following hypotheses to be examined:
娱乐满足感是当人们发现基于互联网的购买令人愉快和引人入胜时（Lim，2015），当消费者购物时，他们更有可能被提供娱乐满足感的广告所娱乐，这使他们感到快乐，并刺激他们更频繁地使用媒体。因此，独特的娱乐满足可以积极影响用户对媒体的态度。这就引出了以下需要研究的假设：

H1. Social media ads' entertainment gratification significantly impacts Gen Z consumers' purchase intention.
H1。社交媒体广告的娱乐满足显著影响Z世代消费者的购买意愿。

2.4.2 Interactivity
2.4.2互动

The degree to which any third transmission in a particular sequence of communication exchanges is connected to the extent to which earlier exchanges referred to even earlier transmissions is known as interactivity (Rafaeli, 1988, p. 111). One of the main characteristics of new media platforms is social media's interactivity. It has a significant impact on users' opinions and attitudes, in addition to altering how information is distributed. It has a significant impact on how users behave (Wang & Sundar, 2018). This demonstrates user behavior can be influenced by social media interaction. This leads to the following hypothesis:
在一个特定的通信交换序列中的任何第三次传输与先前的交换涉及甚至更早的传输的程度相联系的程度被称为交互性（Rafaeli，1988，第111页）。新媒体平台的主要特征之一是社交媒体的互动性。它除了改变信息的传播方式外，还对用户的意见和态度产生重大影响。它对用户的行为方式有重大影响（Wang Sundar，2018）。这表明用户行为可能会受到社交媒体互动的影响。这就导致了以下假设：

H2. The interactivity of social media ads has a significant positive impact on Gen Z consumers' purchase intention.
H2。社交媒体广告的互动性对Z世代消费者的购买意愿有显著的正向影响。

3. Methodology
3 .第三章。方法

3.1 Research Method
3.1研究方法

3.1.1 Data Collection
3.1.1数据收集

The research framework is proposed based on previous studies in different contexts.It includes entertainment gratification and interactivity as independent variables, with purchase intention as dependent variables.
本研究在总结前人研究的基础上，提出了以娱乐满足和互动性为自变量，以购买意愿为因变量的研究框架。

The research will adopt a quantitative research approach and employ a survey to collect external data from a sample of potential consumers with purchase intention brought by Douyin advertising.
本研究将采用定量研究方法，通过问卷调查的方式，从抖音广告带来的潜在购买意向B消费者样本中收集外部数据。

Primary data will be collected through the survey utilizing the questionnaire tool. The questionnaire (see Appendix A) will be set up on the online survey platform “WenJuanXing” first and distributed online through social platforms like WeChat, Xiaohongshu and so on. Additionally, conducting a survey online is a suitable research approach for providing a quick and effective method to collect data from many respondents within a short time.
将通过调查问卷工具收集原始数据。调查问卷（见附录A）将首先在网上调查平台“文卷星”上设置，并通过微信、小红书等社交平台在线发放。此外，在网上进行调查是一个合适的研究方法，提供了一个快速和有效的方法，收集数据，从许多受访者在短时间内。

As the research studies large groups of people and identifies relationships between variables, quantitative research can be more objective and reliable.
由于研究对象是大量人群，并确定了变量之间的关系，因此定量研究可以更加客观和可靠。

3.1.2 Questionnaire Design
3.1.2问卷设计

The survey will use questionnaire tool to maintain consistency with many participants in a structured way. Based on the Usage and Satisfaction Theory, the questionnaire is divided into three sections containing 15 core questions. Section 1 briefly introduces the research in the foreword; Section 2 (Demographic Information) includes information on age, gender, current residence and frequency of using Douyin and basic purchase information at Douyin; Section 3 (Measurement) focuses on measurement scales of variables. Similarly, pilot tests must be done before the survey to validate feasibility and effectiveness, making it easier for participants to comprehend and respond.
调查将使用问卷工具，以结构化的方式与许多参与者保持一致。根据使用与满意理论，问卷分为三个部分，包含15个核心问题。第一节引言部分简要介绍了本研究;第二节人口统计学信息包括年龄、性别、现居地、使用抖音的频率等信息以及在抖音上购买抖音的基本信息;第三节测量变量的测量量表。 同样，必须在调查之前进行试点测试，以验证可行性和有效性，使参与者更容易理解和回应。

3.1.3 Measurement
3.1.3测量

Section 3 (see Table B) of the questionnaire focuses on measuring of two independent variables on the dependent variable to examine their relationships. All variables (two independent and one dependent variable) are considered continuous variables. Participants will fill in the blanks, pick one option, and rate the statements using a closed-ended 5-point Likert scale (anchored by (1) strongly disagree to (5) strongly agree). Additionally, to encourage more participation and obtain higher-quality data, conduct a commitment to provide one yuan to each participant based on the budget. To ensure the validity of the measurement quality, this questionnaire’s constructs and items design are based on previous relevant survey research (Ducoffe, 1996; Uksel & Labrecque, 2016; Spears & Singh, 2004).
调查问卷的第3部分（见表B）重点关注测量因变量上的两个独立变量，以检查它们的关系。所有变量（两个自变量和一个因变量）都被认为是连续变量。参与者将填写空白，选择一个选项，并使用封闭式5分制李克特量表（以（1）非常不同意（5）非常同意为基准）对陈述进行评分。此外，为了鼓励更多的参与和获得更高质量的数据，承诺根据预算向每个参与者提供一元钱。 为确保测量质量的有效性，本问卷的结构和项目设计基于以往的相关调查研究（Ducoffe，1996;Uksel&拉布雷克，2016; Spears& Singh，2004）。

Some of the sample questions are as follows:
以下是一些示例问题：

Please rate the following statements (1 = strongly disagree, 5 = strongly agree):
请对以下陈述进行评分（1 =非常不同意，5 =非常同意）：

Douyin’s ads can capture my attention and make me feel pleased.
抖音的广告能吸引我的注意力，让我感到高兴。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

Douyin’s ads increase my probability of making the purchase.
抖音的广告增加了我购买的概率。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

The interactive experience in Douyin’s ads enhances my interest in the content.
抖音广告中的互动体验增强了我对内容的兴趣。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.1.4 Data Analysis
3.1. 4数据分析

Data cleaning and preprocessing should be done before the analysis. SPSS will be used for all data analysis processes, including reliability analysis, descriptive statistical analysis, correlation analysis and multiple linear regression analysis.
数据清洗和预处理应该在分析之前完成。SPSS将用于所有数据分析过程，包括可靠性分析、描述性统计分析、相关性分析和多元线性回归分析。

Reliability Analysis
可靠性分析

 Use Cronbach's Alpha to assess the questionnaire’s reliability. If the p-value is greater than 0.7, it indicates the questionnaire has good internal consistency.
使用Cronbach's Alpha来评估问卷的信度。如果p值大于0.7，则表明问卷具有良好的内部一致性。

Descriptive Statistical Analysis
描述性统计分析

 Analyze the basic characteristics of the respondents, including gender, age, frequency of using Douyin, basic purchase information at Douyin, etc.
分析受访者的BASIC特征，包括性别、年龄、使用抖音的频率、在抖音的基本购买信息等。

Correlation Analysis
相关分析

 Examine the correlation between the independent variables entertainment gratification (EG), interactivity(I) and the dependent variable purchase intention (PI), to find out the strength and direction of the relationship between the variables.
考察自变量交互性（EG）、交互性（I）与因变量购买力（PI）之间的相关性，找出变量之间关系的强度和方向。

Multiple Linear Regression Analysis
多元线性回归分析

 Regression analysis will be conducted using entertainment gratification and interactivity as independent variables and purchase intention as the dependent variable to quantify the effect of the independent variables on the dependent variable. Simultaneously, comparing standardized regression coefficients (β-values) to determine which independent variable has a stronger influence.
将娱乐满足和互动性作为自变量，购买意愿作为因变量进行回归分析，以量化自变量s对因变量的影响。同时，比较标准化回归系数（β值），以确定哪个自变量具有更强的影响。

3.2 Sampling Process
3.2取样过程

3.2.1 Target Population and Sampled Population
3.2.1目标人群和抽样人群

The target population is Generation Z consumers in economically developed areas. Because according to market research, Generation Z in economically developed areas are more likely to accept emerging advertising forms and shopping methods, such as social e-commerce, content e-commerce, etc. As a mainstream social media platform, Douyin's advertising will make it easier to reach them and generate purchase motivation (Beri & Kumari, 2022). In first-tier cities, Generation Z is more inclined to interactive, content-rich advertising forms, such as live delivery, short video ads, etc. It is more likely to generate purchase motivation through social media ads (Future Think Tank, 2019). Consequently， the collected data from this sampled population will have more research meaning. Social media users aged 12 to 27 who live in or come from first-tier cities will be our Sampled Population.
目标人群是经济发达地区的Z世代消费者。因为根据市场调查，经济发达地区的Z世代更容易接受新兴的广告形式和购物方式，如社交电商、内容电商等，抖音作为主流社交媒体平台，其广告投放将更容易触达他们，产生购买动机（Beri& Kumari，2022）。在一线城市，Z世代更倾向于互动性强、内容丰富的广告形式，如直播投放、短视频广告等，更容易通过社交媒体广告产生购买动机（未来智库，2019）。因此，从这一样本人群中收集的数据将具有更大的研究意义。12至27岁居住在一线城市或来自一线城市的社交媒体用户将成为我们的抽样人群。

3.2.2 Sampling Procedure
3.2.2取样程序

In the research, we will adopt simple random sampling as the sampling technique for sample collection. Simple random sampling is a kind of probability sampling. The reason for choosing this method is that it guarantees that social media users possess a knowable and equal probability of selection, consequently avoiding the effects of personal subjectivity and bias on the outcome. When inferring a population from a sample, the reliability of the inferring value can be objectively measured using probability.
在研究中，我们将采用简单随机抽样作为样本收集的抽样技术。简单随机抽样是概率抽样的一种。选择这种方法的原因是它保证了社交媒体用户拥有一个可知的和平等的选择概率，从而避免了个人主观性和偏见对结果的影响。当从样本推断总体时，推断值的可靠性可以使用概率客观地测量。

The research will be conducted from January 2025 to February, we will choose community groups such as the Douyin community or QQ group chat (e.g. Shanghai Youth Exchange Group) that cover the Gen Z population in first-tier cities are selected from social media, selecting people randomly from the list and sent QR code to fill in the questionnaire or conduct telephone consultation. To eliminate some possible errors, we will check whether the subjects' network ID locations are from first-tier cities, and confirm whether the participants meet the age requirements in the screening questions of the questionnaire.
研究将于2025年1月至2月进行，我们将从社交媒体中选择覆盖一线城市Z世代人群的社区群组，如抖音社区或QQ群聊（如上海青年交流群），从名单中随机抽取人员并发送二维码填写问卷或进行电话咨询。为了消除一些可能的错误，我们会检查受试者的网络ID所在地是否来自一线城市，并确认参与者是否符合问卷筛选问题中的年龄要求。

3.2.3 Sample Size
3.2.3样本量

To ensure that the confidence level for this research is 95%, lower the margin of error to a target of 5%, and refine the balance of simple random sampling to ensure objectivity. The sample size should be about 384 in our research (HAMED, 2017).
确保本研究的置信水平为95%，将误差幅度降低至5%的目标，并细化简单随机抽样的平衡，以确保客观性。在我们的研究中，样本量约为384（HAMED，2017）。

4. Expected Results and Implications
4.预期成果和影响

The most expected result is that H1 and H2 can be accepted, which means that two hypothesized independent variables of entertainment gratification and interactivity brought by social media advertising are significant positive influencing factors of social media advertising on Gen Z consumers' purchase intention, and the p-value of the two variables are both less than 0.05.
最预期的结果是H1和H2可以接受，这意味着社交媒体广告带来的娱乐满足感和互动性两个假设的独立变量是社交媒体广告对Z世代消费者购买意愿的显着正向影响因素，并且两个变量的p值均小于0.05。

In terms of implications, the expected results might contribute a reference value to communication discipline, future advertising, and PR activities through the two aspects of entertainment gratification and interactivity which will promote younger purchasing. It can facilitate understanding of media effects that this result offers empirical evidence on how new media technologies, such as Douyin shape consumer attitudes and behaviors, contributing to the broader discourse on media effects. Also, guide ads creatives can be significantly influenced that providing guidance on creating ads, deeply integrating entertainment and interaction based on conveying information, effectively improving consumer participation and product purchase rate, and enhancing the effectiveness of advertising and the persuasive nature of public relations activities.
本研究结果对传播学、未来广告及公关活动有一定的参考价值，并可透过娱乐满足与互动性两方面，促进消费者年轻化。这一结果可以促进对媒体效应的理解，为诸如抖音等新媒体技术如何塑造消费者态度和行为提供了经验证据，有助于更广泛地讨论媒体效应。同时，引导广告创意能够对广告创意产生显著影响，在传达信息的基础上将娱乐性和互动性深度融合，有效提高消费者参与度和产品购买率，增强广告效果和公关活动的说服性。

5. Conclusion
5.结论

Overall, online social media purchases are becoming a mainstream shopping channel for Generation Z consumers. However, there is no relevant research on the influence factors of social media advertising on Generation Z consumers' purchase intention. Because of that, based on the use and gratification theory, this study proposes two hypotheses: entertainment gratification (H1) and interactivity (H2) on social media ads will influence the purchase intentions of Gen Z consumers. To test the hypothesis, this study takes Douyin as an example to explore the impact of satisfaction and interactivity brought by social media advertising on Gen Z consumers' purchase intention. A quantitative research method was adopted, the questionnaire survey was used to collect data, and SPSS was used for reliability analysis, descriptive statistical analysis, correlation analysis, and multiple linear regression analysis.
总体而言，在线社交媒体购物正在成为Z世代消费者的主流购物渠道。但目前还没有关于社交媒体广告对Z世代消费者购买意愿影响因素的相关研究。基于此，本研究基于使用与满足理论，提出两个假设：社交媒体广告的娱乐满足（H1）和互动性（H2）会影响Z世代消费者的购买意愿。为了验证这一假设，本研究以抖音为例，探讨社交媒体广告带来的满意度和互动性对Z世代消费者购买意愿的影响。采用定量研究方法，通过问卷调查收集数据，运用SPSS软件进行信度分析、描述性统计分析、相关分析和多元线性回归分析。

The expected results show that H1 and H2 are accepted, and the entertainment gratification and interactivity of social media ads have a significant and positive influence on Generation Z consumers’ purchase intentions. The results of this study provide empirical evidence for how digital social media like Douyin, shape consumer attitudes and behaviors and have far-reaching implications for the field of communication and advertising public relations.
预期结果显示，H1和H2被接受，社交媒体广告的娱乐满足和互动性对Z世代消费者的购买意愿有显著的正向影响。本研究的结果为抖音等数字社交媒体如何塑造消费者的态度和行为提供了实证证据，对传播和广告公关领域具有深远的影响。

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Appendix A
附录A

Questionnaire Design
问卷设计

Questionnaire for Research on the Factors Affecting Young Consumers' Purchase Intentions brought by Social Media Advertising :Using TikTok as an Example
社交媒体广告带来的年轻消费者购买意愿影响因素研究问卷--以TikTok为例

Section 1: Introduction
第1节：导言

1. We are undergraduate juniors at uic conducting a study on how social media advertising influences young consumers' purchase intentions. We would like to learn about your experiences and perceptions of social media advertising, especially its entertaining and interactive nature. Your input will provide important support to our research. We invite you to take 5-7 minutes to fill out a short questionnaire about your perceptions and behaviors regarding social media advertising ads. Your answers will be completely anonymous and treated with strict confidentiality, and all data will be used for research purposes only and will not be used against you in any way. Your answers are very important to us, so please give us your answers as they really are, and we thank you for your cooperation! (The first part is a single choice or fill-in-the-blank question, please choose the option that best fits your personal situation according to the question; the second part is a scale question, please choose the degree option that best fits your intuitive feeling according to the question)
1. 我们是UIC的大三学生，正在进行一项关于社交媒体广告如何影响年轻消费者购买意愿的研究。我们希望了解您对社交媒体广告的体验和看法，特别是其娱乐性和互动性。您的意见将为我们的研究提供重要支持。我们邀请您花5-7分钟填写一份简短的问卷，了解您对社交媒体广告的看法和行为。您的回答将完全匿名，并严格保密，所有数据将仅用于研究目的，不会以任何方式对您不利。您的回答对我们非常重要，所以请如实回答，我们感谢您的合作！ (The第一部分为单项选择或填空题，请根据问题选择最符合您个人情况的选项;第二部分为量表题，请根据问题选择最符合您直观感受的程度选项）

2. As a thank you for your participation, you will receive a ¥ 1 reward!
2.为了感谢您的参与，您将获得¥ 1的奖励！

Section 2: Demographic Information
第2节：人口统计信息

1. What is your gender?
1.您的性别是？

a) Male b) Female
a）男性B）女性

2. What is your age?
2.你多大了？

a)Below 12 b) 12～16 c)17～21 d)22～27 e)Over 27
a）12 B以下b）12~16 c）17~21d）22~27e）27以上

3. Which city do you currently reside in? ______ (Fill-in-the-blanks)
3.你目前居住在哪个城市？__（填空）

4. How often do you usually use Douyin?
4. 你一般多久用一次抖音？

Multiple times a day
每天多次

Once a day
每天一次

Several times a week
每周几次

Several times a month
一个月几次

Rarely or almost never
很少或几乎从不

5. Have you ever considered to purchase through Douyin’s ads? (Yes/No)
5. 您有没有考虑过通过抖音广告购买？(Yes/否）

6. Have you ever purchased something through Douyin’s ads? (Yes/No)
6. 你有没有通过抖音的广告购买过东西？(Yes/否）

If yes, what did you purchase? ______(Fill-in-the-blanks)
如果是，你买了什么？__（填空）

Section 3: Measurement
第3节：测量

3.1 The Measurement of Entertainment Gratification
3.1娱乐满足度的测量

Please choose the score according to your true inner thoughts.
请根据你内心的真实想法来选择分数。

Strongly Disagree = 1 point, Quite Disagree = 2 points, Fair = 3 points, Quite Agree = 4 points, Strongly Agree = 5 points.
非常不同意= 1分，非常不同意= 2分，一般= 3分，非常同意= 4分，非常同意= 5分。

3.1.1 Douyin’s ads can capture my attention and make me feel pleased.
3.1.1抖音的广告能吸引我的注意力，让我感到愉悦。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.1.2 I think watching Douyin’s ads is entertaining.
3.1.2我觉得看抖音的广告很有娱乐性。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.1.3 Watching Douyin’s ads makes me feel relaxed and satisfied.
3.1.3看抖音的广告让我感到放松和满足。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.2 The Measurement of Interactivity
3.2互动性的测量

3.2.1 I find it easy to interact with Douyin’s ads.
3.2.1我觉得很容易与抖音的广告互动。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.2.2 I often interact with Douyin’s ads by liking, commenting, or sharing.
3.2.2我经常通过点赞、评论或分享的方式与抖音的广告互动。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.2.3 The interactive experience in Douyin’s ads enhances my interest in the content.
3.2.3抖音广告中的互动体验增强了我对内容的兴趣。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.3 The Measurement of Purchase Intention
3.3购买意愿的衡量

3.3.1 Douyin’s ads make me more interested in to buy the products.
3.3.1抖音的广告让我更有兴趣购买产品。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.3.2 Douyin’s ads increase my probability of making the purchase.
3.3. 2抖音的广告增加了我购买的概率。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

3.3.3 I will definitely intend to purchase the products in some Douyin’s ads.
3.3.3我肯定会购买一些抖音广告中的产品。

○strongly disagree ○disagree ○neutral ○agree ○strongly agree
○非常不同意○不同意○中立○同意○非常同意

Appendix B
附录B