This questionnaire is designed to explore the factors influencing consumers’ purchase intention toward Xiaomi products in Kunming. The focus is on understanding how elements such as perceived ease of use, perceived usefulness, brand image, trust, attitude, and social media marketing shape consumer decision-making.
Your honest and thoughtful responses will contribute to academic research and provide valuable insights for improving smart home services and marketing strategies.
Please answer all questions truthfully by marking (√) in the box that best reflects your opinion.
All responses will be kept strictly confidential and used exclusively for academic purposes.
Section A: Screening Questions
(Please answer the following questions first. Only respondents with experience using smart home products may continue.)
1.Have you ever used or experienced any smart home products in the past 12 months? Yes → Please continue to the next question No → Thank you for your time. This questionnaire is only for individuals who have experience with smart home products.
2.How often do you use smart home products? Every day Several times a week Occasionally Rarely
3. Which types of smart home products have you used or purchased?(You may select more than one option.) Smart lighting devices (e.g., smart bulbs, switches) Smart security systems (e.g., cameras, door locks, alarms) Smart appliances (e.g., air purifiers, washing machines, refrigerators) Smart speakers or voice assistants (e.g., XiaoAI, Mi Speaker) Smart energy management devices (e.g., plugs, thermostats) Smart entertainment devices (e.g., TVs, streaming boxes) Others (please specify):
Section B: Demographic Information
Please select the most appropriate option for each question.
1. Gender Male Female
2.Age 18–25 26–35 36–50 51–65
3.Education High school or below Diploma / Vocational Certificate Undergraduate( (Bachelor’s degree) Postgraduate(Master’s degree) Doctoral degree
4. Monthly Income (RMB) Below 5,000 5,001–8,000 8,001–12,000 Above 12,000
5. Occupation Student Company employee Self-employed / Freelancer Other
6. Place of residence Kunming (permanent resident) Kunming (temporary resident) Other city in Yunnan Other province
7. Experience with Xiaomi products Purchased and used Tried in-store only Never used Plan to purchase soon
Section C : measurement items
Please choose the most appropriate number indicating “ your level of agreement “ base on your own feeling or experience and respond with your first thought of answer by making at choose number for the following items.
SmartHomeTAM
Perceived Ease of Use (PEOU)
1.Learning to operate Xiaomi Smart home products would be easy for me.
2.I would find it easy to get Xiaomi Smart home products to do what I want it to do.
3.My interaction with Xiaomi Smart home products would be clear and understandable.
4.I would find Xiaomi Smart home products to be flexible to interact with.
5.It would be easy for me to become skillful at using Xiaomi Smart home products.
Perceived Usefulness (PU)
6.Using Xiaomi Smart home products in my house would increase my productivity.
7.Using Xiaomi Smart home products would enhance my effectiveness on the household task.
8.Using Xiaomi Smart home products would make it easier to do my household task.
Brand Image (BI)
9.Some characteristics of Xiaomi Smart home products come to my mind quickly.
10.I can quickly recall the symbol or logo of Xiaomi Smart home products.
11.Xiaomi has a strong personality.
12.I have a clear impression of the type of people who use Xiaomi brand.
13.Xiaomi has a strong image.
14.The intangible attributes of Xiaomi brand are reason enough to buy it.
15.Xiaomi provides a high value in relation to the price we must pay for it.
Social Media Marketing (SMM)
Brand C ommunity
16.BCOM1 Customers share experiences about Xiaomi Smart home products online with other customers.
17.BCOM2 The community is useful for gathering various information about Xiaomi Smart home products.
18.BCOM3 The members of Xiaomi brand’s community benefit from the community.
Entertainment
19.ENT1. Using the Xiaomi brand's social media is fun.
20.ENT2. The content of Xiaomi brand's social media seems interesting.
21.ENT3. It is exciting to use Xiaomi brand’s social media.
Interaction
22.INT1. Xiaomi brand’s social media enables me to share information-sharing with others.
23.INT2. Conversation or opinion exchange with others is possible through Xiaomi brand's SM.
24.INT3. It is easy to provide my opinion through Xiaomi brand’s social media.
Customization
25.CUS1 Xiaomi brand's social media provide lively feed information I am interested in.
26.CUS2 It is easy to use Xiaomi brand's social media.
27.CUS3 Xiaomi brand's social media can be used anytime, anywhere.
Attitude (ATT)
28.Using Xiaomi’s smart home is good.
29.Using Xiaomi’s smart home in the house is favorable.
30.It is a positive influence for me to use Xiaomi’s smart home in the house.
31.I think it is valuable to use Xiaomi’s smart home in the house.
32.I think it is a trend to use Xiaomi’s smart home in the house.
Trust (TRU)
33.I trust Xiaomi’s smart home brand.
34.I feel that I can trust Xiaomi products completely.
35.I believe that Xiaomi’s smart home is trustworthy.
36.I believe Xiaomi’s smart home will keep its promises and Commitments.
Purchase Intention (PI)
37.I would choose Xiaomi smart home products over other brands available.
38.I am willing to recommend others to buy Xiaomi smart home products.
39.I intend to purchase Xiaomi smart home products in the future.