参与者信息表
Ethical Clearance Reference Number: MRSU-24/25-49016
伦理许可参考编号：MRSU-24/25-49016
YOU WILL BE GIVEN A COPY OF THIS INFORMATION SHEET
您将收到一份此信息表的副本
Title of project
项目名称
The Impact of Different Types of Short-Video UGC on Consumer Behaviour and Brand Loyalty in the Beauty and Skincare Sector: A Case Study of Douyin’s E-commerce
美妆护肤领域不同类型短视频 UGC 对消费者行为和品牌忠诚度的影响——以抖音电商为例
Invitation Paragraph
邀请段落
I would like to invite you to participate in this research project which forms part of my MA Dissertation research. Before you decide whether you want to take part, it is important for you to understand why the research is being done and what your participation will involve. Please take time to read the following information carefully and discuss it with others if you wish. Ask me if there is anything that is not clear or if you would like more information.
我想邀请您参与这个研究项目，该项目是我硕士论文研究的一部分。在您决定是否要参加之前，了解为什么要进行研究以及您的参与将涉及什么对您来说很重要。请花时间仔细阅读以下信息，并根据需要与他人讨论。询问我是否有任何不清楚的地方，或者您是否想了解更多信息。
What is the purpose of the project?
该项目的目的是什么？
The purpose of the project is investigating how various short video content types (e.g., tutorial explanation, experience-sharing and interactive challenge) influence consumers’ decision-making process, the formation of trust and brand loyalty. Through questionnaires and interviews, I aim to identify which content type is most likely to be trusted by consumers, to stimulate their desire to purchase, and to encourage them to continue to follow or recommend a certain brand. The research results will help the platform and the brands to better optimise their content strategies.
该项目的目的是调查各种短视频内容类型（例如，教程讲解、经验分享和互动挑战）如何影响消费者的决策过程、信任的形成和品牌忠诚度。通过问卷调查和访谈，我旨在确定哪种内容类型最有可能被消费者信任，以激发他们的购买欲望，并鼓励他们继续关注或推荐某个品牌。研究结果将帮助平台和品牌更好地优化其内容策略。
Why have I been invited to take part?
为什么我被邀请参加？
You are being invited to participate in this project because you are a Chinese consumer who has experience purchasing beauty and skincare products after watching short videos on Douyin.
您被邀请参与这个项目，因为您是一名中国消费者，在观看了抖音短视频后，有购买美容和护肤品的经验。
What will happen if I take part?
如果我参加会怎样？
If you choose to take part in the project you will be asked to conduct a 3-minute questionnaire, regarding your preferences, trust, and purchasing behaviour when watching beauty and skincare related videos on Douyin. After obtaining the consent of the participants who are interested in proceeding to the next interview stage, the semi-structured interview will take place online via Microsoft Teams, which will last up to 30 minutes. As part of participation you will be asked to provide their personal experience or perspectives, so as to address the research questions from both quantitative breadth and qualitative depth. With your consent, audio recordings will be made solely for the purposes of subsequent thematic analysis. All recordings will be anonymised after transcription to ensure that no identifiable personal information is retained.
如果您选择参与该项目，您将被要求进行一份 3 分钟的问卷调查，了解您在抖音上观看美容和护肤相关视频时的偏好、信任和购买行为 。 在获得有兴趣进入下一面试阶段的参与者的同意后， 半结构化面试将通过 Microsoft Teams 在线进行，最长持续 30 分钟。 作为参与的一部分，您将被要求提供他们的个人经验或观点，以便从分析的广度和定性的深度来解决研究问题。 在您同意的情况下，录音将仅用于后续的主题分析。所有录音在转录后都将匿名化，以确保不会保留任何可识别的个人信息。
Do I have to take part?
我必须参加吗？
Participation is completely voluntary. You should only take part if you want to and choosing not to take part will not disadvantage you in any way. Once you have read the information sheet, please contact us if you have any questions that will help you make a decision about taking part. If you decide to take part, we will ask you to sign a consent form and will give you a copy of this to keep.
参与完全是自愿的。如果您愿意，您应该只参加，选择不参加不会对您造成任何不利影响。阅读信息表后，如果您有任何问题，请与我们联系，以帮助您做出是否参加的决定。如果您决定参加，我们将要求您签署一份同意书，并给您一份副本以供保留。
What are the possible risks of taking part?
参加可能有哪些风险？
There are no potential risks associated with participation.
参与没有潜在风险 。
What are the possible benefits of taking part?
参加可能有什么好处？
There are no specific benefits for participation. If required, participants could be provided with a copy of the final dissertation.
参与没有特定的好处。如果需要，可以向参与者提供最终论文的副本。
Data handling and confidentiality
数据处理和保密
Kings College London is the Sponsor of this research and is responsible for looking after your information.
伦敦国王学院是这项研究的赞助商，负责保管您的信息。
We will need to use information from you for this research project. The research team and authorised administrative staff will use this information to do the research or to check your records to make sure that the research is being done properly.
我们将需要将您的信息用于此研究项目。研究团队和授权的管理人员将使用这些信息进行研究或检查您的记录，以确保研究得到正确进行。
Your data will be processed in compliance with UK data protection laws, including the UK GDPR and the Data Protection Act 2018.
您的数据将按照英国数据保护法进行处理，包括英国 GDPR 和 2018 年数据保护法。
Categories of Personal Data | Information on anonymised data will be collected, such as name and/or signature, age, contact details, online identifiers, images or recordings and biographical Information. |
Data Storage | Anonymised data will be stored on a King’s network and/or on King’s premises with appropriate access controls. |
Data Sharing | No data will be shared with third parties, |
Data Retention | Research data will not be retained one month after my graduation. |
Anonymity in Research Outputs | Participants will remain anonymous in research outputs. |
Archiving/Future Use | Provide anonymised information will not be archived and for future research use. |
Further information on how King’s processes research data can be found at: https://www.kcl.ac.uk/research/support/research-ethics/kings-college-london-statement-on-use-of-personal-data-in-research
有关 King's processes 研究数据的更多信息，请访问：https://www.kcl.ac.uk/research/support/research-ethics/kings-college-london-statement-on-use-of-personal-data-in-research
Please contact the research team if you require further information on data processing or a printed version of the webpage link above.
如果您需要有关数据处理的更多信息或上述网页链接的印刷版本，请联系研究团队。
What if I change my mind about taking part?
如果我改变主意不参加怎么办？
You are free withdraw at any point of the project, without having to give a reason. Withdrawing from the project will not affect you in any way. You are able to withdraw your data from the project up until 30/07/2025, after which withdrawal of your data will no longer be possible due to the data will have been anonymised or committed to the final report. If you choose to withdraw from the project we will not retain the information you have provided.
您可以在项目的任何时候自由提款，无需给出理由。退出项目不会对您产生任何影响。您可以在 2025 年 7 月 30 日之前从项目中提取您的数据，之后将无法再提取您的数据，因为数据将被匿名化或提交到最终报告中。如果您选择退出项目，我们将不会保留您提供的信息。
What will happen to the results of the project?
项目的结果会怎样？
The results of the project will be summarised in my MA Dissertation.
该项目的结果将在我的硕士论文中总结。
Who should I contact for further information?
我应该联系谁以获取更多信息？
If you have any questions or require more information about this project, please contact me using the following contact details:
如果您对此项目有任何疑问或需要更多信息， 请使用以下联系方式与我联系：
K24015864@kcl.ac.uk
What if I have further questions, or if something goes wrong?
如果我还有其他问题，或者出现问题怎么办？
If this project has harmed you in any way, or if you wish to make a complaint about the conduct of the project you can contact King's College London using the details below for further advice and information:
如果此项目对您造成了任何伤害，或者如果您想对项目的实施提出投诉，您可以使用以下详细信息联系伦敦国王学院以获得进一步的建议和信息：
Researcher: Ruoxi Li
研究员：李若曦
Email: K24015864@kcl.ac.uk
电子邮件：K24015864@kcl.ac.uk
Supervisor: Dr. Tugce Bidav
导师 ： Dr. Tugce Bidav
Supervisor’s email: tugce.bidav@kcl.ac.uk
主管邮箱：tugce.bidav@kcl.ac.uk
Thank you for reading this information sheet and for considering taking part in this research.
感谢您阅读此信息表并考虑参与本研究。