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34
Appendix

Survey Questionnaire

The Impact of Short Video Content Marketing on GenZ Purchase Intention

The purpose of this survey was to study the impact of short video content marketing on GenZ
purchase intentions. Please answer all questions to the best of your knowledge. There are no
wrong responses to any of these statements. All responses are completely confidential.

Thank you for your participation.

Instructions:

1) There are two (2) sections in this questionnaire. Please answer ALL questions in ALL
sections.

2) Completion of this form will take you approximately 05 to 10 minutes.

3) The contents of this questionnaire will be kept strictly confidential.

Section A: Demographic Profile

In this section, we are interested in your background in brief. Please tick your answer and your
answers will be kept strictly confidential.

QA1: Gender: ❑ Female ❑ Male ❑ Other

QA2: Are you part of GenZ? (1997 - 2012): ❑ Yes ❑ No

QA3: The highest level of academic qualification: ❑ Undergraduate

❑ Graduate

❑ Post-graduate

QA4: Monthly income: ❑ Less than 200 USD

❑ 200 USD – 600 USD

❑ 600 USD – 1000 USD

❑ Above 1000 USD

QA5: Which platform do you like watching short videos on the most?

❑ TikTok

35
 ❑ Instagram Reels

❑ YouTube Shorts

❑ Facebook Reels

QA6: You spend_____every day watching short videos?

❑ Under 1 hour

❑ From 1 to 2 hours

❑ From 3 to 5 hours

❑ Over 5 hours

QA7: How often do you watch short videos that contain advertising or marketing elements

❑ Very often

❑ Sometimes

❑ Rarely

❑ Never

QA8: How often do you make purchases after watching short videos?

❑ Very often

❑ Sometimes

❑ Rarely

❑ Never

Section B: This section asks for your opinion on the factors that influence GenZ's purchase
intention through short video content marketing. Respondents are asked to indicate the extent to
which they agreed or disagreed with each statement using 7 Likert scale [(1) = strongly disagree;
(2) = mostly disagree; (3) = partially disagree; (4) = neutral; (5) = partially agree; (6) = mostly
agree; (7) = strongly agree] response framework. Please circle one number per line to indicate the
extent to which you agree or disagree with the following statements.

36
 Partially

Partially
Disagree

Disagree

Disagree
Strongly

Strongly
Neutral
Information

Mostly

Mostly
Agree

Agree

Agree
No
Content (IFC)

I can get information

about products and
IFC1 brands from the 1 2 3 4 5 6 7
content of short
videos

I can get useful

information from the
IFC2 1 2 3 4 5 6 7
content of short
videos

I can get information

that I want to learn
IFC3 1 2 3 4 5 6 7
through the content
of short videos
Partially

Partially
Disagree

Disagree

Disagree
Strongly

Strongly
Neutral

Interesting Content
Mostly

Mostly
Agree

Agree

Agree
No
(ITC)

I'm always attracted

ITC1 to the short video 1 2 3 4 5 6 7
which is full of fun.

I often watch a short

video several times
ITC2 1 2 3 4 5 6 7
because it is so
interesting.

I am more receptive
to short video content
ITC3 1 2 3 4 5 6 7
that is more
interesting

37
 Partially

Partially
Disagree

Disagree

Disagree
Strongly

Strongly
Product

Neutral
Mostly

Mostly
No

Agree

Agree

Agree
Involvement (PDI)

Product involvement
PDI1 in short videos is 1 2 3 4 5 6 7
important to me.

Product involvement
PDI2 in short videos excites 1 2 3 4 5 6 7
me.

Product involvement
PDI3 in short videos is 1 2 3 4 5 6 7
interesting to me.

Partially

Partially
Disagree

Disagree

Disagree
Strongly

Strongly
Perceived Value
Neutral
Mostly

Mostly
No

Agree

Agree

Agree
(PCV)

I think the products

recommended by the
PCV1 1 2 3 4 5 6 7
short video are very
practical.

I think the products

recommended by the
PCV2 1 2 3 4 5 6 7
short video are
trustworthy.

I think the products

recommended by the
PCV3 1 2 3 4 5 6 7
short video satisfy
me.

38
 Partially

Partially
Disagree

Disagree

Disagree
Strongly

Strongly
Neutral
Mostly

Mostly
No Trust (TRU)

Agree

Agree

Agree
I believe that the
products I ordered
TRU1 1 2 3 4 5 6 7
from the short video
are as I imagined.

I believe that I will be

able to use the
TRU2 products as those 1 2 3 4 5 6 7
introduced by the
short video.

I believe that I will be

very satisfied with
TRU3 the products I receive 1 2 3 4 5 6 7
through the short
video.
Partially

Partially
Disagree

Disagree

Disagree
Strongly

Strongly
Purchase Intention
Neutral
Mostly

Mostly
No Agree

Agree

Agree
(PCI)

The probability that I

would consider
PCI1 buying an item from 1 2 3 4 5 6 7
short video platform
in the future is high.

My willingness to
purchase an item from
PCI2 1 2 3 4 5 6 7
a short video
platform.

The likelihood of my
purchasing an item
PCI3 (e.g., apparel) from 1 2 3 4 5 6 7
short video platform
in the future is high.

39
 THANK YOU

Thank you for taking the time out of your day to complete this survey. We highly appreciate it.
We truly value the information provided by you, as your comments will help us in our analysis
and will pave the way for further improvements in our product offerings.

40
Quantitative Data Analysis

Part 1. Demographics

1. What is your gender?

What is your gender?

56.5% 43.5%
Male
Female

2. Are you part of GenZ? (1997 - 2012)

Are you part of GenZ? (1997 - 2012)

100% Yes
No

3. The highest level of academic qualification

The highest level of academic

qualification
9.3%

28%
62.7% Undergraduate
Graduate
Post-graduate

41
4. Monthly income

Monthly income

7%
26%
26%
Less than 200 USD
200 USD – 600 USD
600 USD – 1000 USD
41% Above 1000 USD

5. Which platform do you like watching short videos on the most?

Which platform do you like watching short videos

on the most?
2.5%
12%
9.5%
TikTok
Instagram Reels
76% YouTube Shorts
Facebook Reels

6. You spend_____every day watching short videos?

You spend_____every day watching short videos?

1%
5.8%

43.5% Under 1 hour

From 1 to 2 hours
49.7% From 3 to 5 hours
Over 5 hours

42
7. How often do you watch short videos that contain advertising or marketing elements

How often do you watch short videos that contain

advertising or marketing elements
2%

31%
Very often
Sometimes
67% Rarely
Never

8. How often do you make purchases after watching short videos?

How often do you make purchases after watching

short videos?

2.5% 0.5%

31.8%
Very often
Sometimes
65.3% Rarely
Never

43
Part 2. Survey Questions

Information Content (IFC)

IFC1: I can get information about products and brands from the content of short videos

61.0%

31.8%

5.5%
0.0% 0.0% 0.3% 1.5%

1 2 3 4 5 6 7

IFC2: I can get useful information from the content of short videos

43.0%
38.5%

18.0%

0.0% 0.0% 0.3% 0.3%

1 2 3 4 5 6 7

IFC3: I can get information that I want to learn through the content of short videos

44.0%
41.8%

13.3%

0.0% 0.3% 0.3% 0.5%

1 2 3 4 5 6 7

44
Interesting Content (ITC)

ITC1: I'm always attracted to the short video which is full of fun.

59.5%

32.8%

7.2%
0.0% 0.0% 0.5% 0.0%

1 2 3 4 5 6 7

ITC2: I often watch a short video several times because it is so interesting.

48.0%

36.3%

14.0%

0.3% 0.0% 0.3% 1.3%

1 2 3 4 5 6 7

ITC3: I am more receptive to short video content that is more interesting.

48.3%
40.3%

10.5%

0.3% 0.0% 0.0% 0.8%

1 2 3 4 5 6 7

45
Product Involvement (PDI)

PDI1: Product involvement in short videos is important to me.

57.5%

27.5%

13.0%

0.0% 0.0% 0.5% 1.5%

1 2 3 4 5 6 7

PDI2: Product involvement in short videos excites me.

45.3%

37.5%

15.0%

0.5% 1.8%
0.0% 0.0%

1 2 3 4 5 6 7

PDI3: Product involvement in short videos is interesting to me.

45.3%

38.5%

14.0%

2.0%
0.0% 0.0% 0.3%

1 2 3 4 5 6 7

46
Perceived Value (PCV)

PCV1: I think the products recommended by the short video are very practical.

58.8%

31.3%

8.0%
0.0% 0.0% 0.0% 2.0%

1 2 3 4 5 6 7

PCV2: I think the products recommended by the short video are trustworthy.

46.5%

35.5%

16.3%

0.0% 0.3% 0.5% 1.0%

1 2 3 4 5 6 7

PCV3: I think the products recommended by the short video satisfy me.

51.0%

37.5%

10.3%

0.0% 0.0% 0.3% 1.0%

1 2 3 4 5 6 7

47
Trust (TRU)

TRU1: I believe that the products I ordered from the short video are as I imagined.

60.5%

28.2%

10.8%

0.0% 0.0% 0.0% 0.5%

1 2 3 4 5 6 7

TRU2: I believe that I will be able to use the products as those introduced by the short video.

54.5%

33.3%

12.0%

0.0% 0.0% 0.3% 0.0%

1 2 3 4 5 6 7

TRU3: I believe that I will be very satisfied with the products I receive through the short
video.

51.2%

40.5%

8.0%
0.0% 0.0% 0.0% 0.3%

1 2 3 4 5 6 7

48
Purchase Intention (PCI)

PCI1: The probability that I would consider buying an item from short video platform in
the future is high.

62.0%

29.3%

8.3%
0.0% 0.0% 0.0% 0.5%

1 2 3 4 5 6 7

PCI2: My willingness to purchase an item from a short video platform.

53.5%

33.5%

12.3%

0.0% 0.0% 0.0% 0.8%

1 2 3 4 5 6 7

PCI3: The likelihood of my purchasing an item (e.g., apparel) from short video platform in
the future is high.

51.7%

38.0%

9.5%

0.0% 0.0% 0.3% 0.5%

1 2 3 4 5 6 7

49