星巴克和瑞幸品牌形象在大学生中竞争力的深入调查

在线知情同意书

研究标题：星巴克和瑞幸咖啡品牌形象在大学生中竞争力的深入调查

研究者：

魏倩

主要研究者的联系方式：

电话号码：18014184836

电子邮件：Qian.Wei23@student.xjtlu.edu.cn

参与者信息表：

在决定是否参与本研究项目之前，您应该仔细阅读参与者信息表。请点击此链接访问。如果您有任何问题，请在同意参与之前随时联系主要研究者。

研究伦理审批：

本研究项目已获得西交利物浦大学研究伦理审查小组的批准。请点击此链接查看研究伦理批准信。

知情同意声明：

1、本人确认已阅读[V1,23rd Sep. 2024]版本的研究信息单并了解了该项目相关研究信息，并已从项目负责人处得到考虑、提问的机会，且得到满意答复。

2、本人知晓对该项目的参与为自愿，且可以随时退出，无需任何理由，同时权利不会受任何影响。

3、本人知在退出项目前所填写的信息可能会被用于此项研究。此外，由于问卷调查是匿名的，在提交问卷数据后，我的数据将无法删除。

点击“同意”按钮，即表示我同意参与上述研究

Online Informed Consent Form

Title of Study:An in-depth investigation into the brand image competitiveness of Starbucks and Luckin Coffee among college students

Researcher(s) of the Study:

Qian Wei

The Contact Details of Lead Researcher:

*Phone number: 18014184836

*Email: Qian.Wei23@student.xjtlu.edu.cn

Participant Information Sheet:

Before deciding whether or not to participate in this research project, you should read the participant information sheet carefully. Please click this link to access it. If you have any questions, please do not hesitate to contact the principal investigator before agreeing to participate.

Research Ethics Approval:

This research project has received approval from the University Research Ethics Review Panel at XJTLU. Please click this link to view the research ethics approval letter.

Informed Consent Statements:

1. I confirm that I have read and have understood the information sheet dated [V1, 23^rd Sep. 2024] for the above study. I have had the opportunity to consider the information, ask questions and have had these answered satisfactorily.

2. I understand that my participation is voluntary and that I am free to withdraw at any time without giving any reason, without my rights being affected.

3. I understand that results up to the period of withdrawal may be used. Additionally, because the survey is anonymous, it will not be possible to remove my data after the survey is submitted.

By clicking the "Agree" button, I hereby agree to take part in the above study.

点击“同意”按钮，即表示我同意参与上述研究

By clicking the "Agree" button, I hereby agree to take part in the above study

同意 Agree不同意 Disagree

1、您的性别是什么?

What’s your gender?

男 Male女 Female

2、您的专业是什么?

What is your major?

理科 Science(数学、物理、化学、生物、天文学、海洋学、地质学、医学、农业等)(Mathematics,Physics,Chemistry,Biology,Astronomy,Oceanography,Geology,Medicine,Agriculure,etc.)工科 Engineering(机械工程、电子信息工程、计算机科学与技术、土木工程、化学工程与技术、材料科学与工程、环境科学与工程、生物医学工程等)(Mechanical Engineering, Electronic Information Engineering, Computer Science and Technology, Civil Engineering, Chemical Engineering and Technology, Materials Science and Engineering, Environmental Science and Engineering, Biomedical Engineering, etc.)商科 Business(经济学、金融、管理、会计、市场营销、工商管理等)(Economics,Finance,Management,Accounting,Marketing,Business Administration,etc.)人文社科（文学、语言、历史、哲学、社会学、人类学、法律等）Humanities and Social Science(Literature,Languages,History,Philosophy,Sociology,Anthropology,law,etc.)艺术（艺术理论、音乐、舞蹈、戏剧、电影、设计等）Arts(Art Theory, Music, Dance, Drama,Film,Design,etc.体育 Sport

3、您是否曾在星巴克或瑞幸购买过咖啡?

Have you ever purchased coffee from Starbucks or Luckin?

A.星巴克和瑞幸咖啡都有 Both Starbucks and Luckin CoffeeB.星巴克，但没有瑞幸咖啡 Starbucks but not Luckin CoffeeC.瑞幸咖啡，但没有星巴克 Luckin Coffee but not StarbucksD.两者都没有 Neither

4、您会向您的朋友和家人推荐星巴克/瑞幸咖啡吗?

Would you recommend Starbucks/Luckin Coffee to your friends and family?

5、在以下情况中，您会选择星巴克还是瑞幸咖啡?

Which brand do you think you would choose between Starbucks and Luckin Coffee in the following situations?

星巴克
瑞幸

总体偏好 Overall Preference

日常学习和工作 Daily Study and Work

周末与朋友外出 Weekend Outings with Friends

店内消费 In-Store Consumption

外卖订单 Delivery Order

6、您对星巴克咖啡/星巴克咖啡的忠诚度如何?

How would you rate your loyalty to Starbucks coffee/starbucks coffee?

完全不忠诚Not Loyal at All
不是很忠诚Not Very Loyal
中立 Moderately Loyal
比较忠诚 Very Loyal
极度忠诚 Extremely Loyal

星巴克

瑞幸

7、如果星巴克和瑞幸咖啡都以相同的金额提高价格，这将如何影响您选择咖啡品牌?

If both Starbucks and Luckin Coffee were to increase their prices by the same amount, how would this affect your choice of coffee brand?

我坚持选择星巴克 I would insist on Starbucks我坚持选择瑞幸 I would insist on Luckin我从买星巴克转变为买瑞幸 I would switch from Starbucks to Luckin我从买瑞幸转变为买星巴克 I would switch from Luckin to Starbucks

8、如果您的收入增加，这将如何影响您选择咖啡品牌

If your income increased，how would this affect your choice of coffee brand?

9、在选择咖啡品牌时，哪些品牌形象属性对您最重要?

请将您认为以下选项中前三重要的属性进行排名。

When selecting a coffee brand, which brand image attributes are most important to you?

Please rank the top three important attributes from the following options.

高品质 High Quality店内环境好 Good In-Store Environment价格贵 Expensive价格便宜 Cheap方便购买（如地理位置，外卖便捷） Convenience (such as location, delivery service)有高社会地位 High Social Status更有名 More Famous

10、在选择咖啡时，尝试新口味或酿造方法对您来说有多重要?

（1-5分:1表示“根本不重要”，5表示“极其重要”）

When choosing coffee, how important is it for you to try new flavors or brewing methods?

(1-5 points:1 means 'Not at all important' and 5 means 'Extremely important’)

非常不重要

非常重要

12、在选择星巴克和瑞幸咖啡等咖啡品牌时，品牌的环保实践在多大程度上影响您的选择?

（1-5分:1表示“根本不影响”，5表示“极其影响”）

To what extent are you influenced by the brand's environmental practices when choosing between

coffee brands like Starbucks and Luckin coffee？

(1-5 points:1 means 'Not at all influential' and 5 means 'Extremely influential’)

根本不影响

极其影响

13、在选择星巴克和瑞幸咖啡等咖啡品牌时，社交媒体平台的推荐在多大程度上影响您的选择?

（1-5分:1表示“根本不影响”，5表示“极其影响”）

To what extent are you influenced by the brand's environmental practices when choosing between

coffee brands like Starbucks and Luckin coffee？

(1-5 points:1 means 'Not at all influential' and 5 means 'Extremely influential’)

根本不影响

极其影响

14、您最常在哪些社交媒体平台上看到星巴克/瑞幸咖啡?

Which social media platforms do you see Starbucks/Luckin Coffee on most frequently?

星巴克 Starbucks:
瑞幸咖啡 Luckin Coffee:

更多问卷复制此问卷