Factors Influencing Consumption Willingness Towards Chinese-Made Vertical Dramas (ReelShort)

Welcome and thank you for participating in our survey. This research aims to explore the factors influencing the consumption willingness of American young adults towards Chinese-made vertical dramas, using ReelShort as a case study.

As short dramas grow in popularity globally, your insights are invaluable in helping us understand what drives viewing habits, cultural resonance, and payment decisions. Your honest responses will contribute to a deeper understanding of cross-cultural entertainment preferences and consumption behavior.

1= Strongly Disagree, 2= Slightly Disagree, 3= Not Sure, 4= Slightly Agree, 5= Strongly Agree

Responses are anonymous and will be used for academic research purposes only. There are no right or wrong answers, we are simply interested in your personal experience and opinions. Thanks for your time and contribution.

1. Age
2. Gender
3. Education
4. The frequency of watching vertical dramas on ReelShort
5. Duration of watching vertical dramas
6. Perceived Ease of Use (PEOU)
  • 1= Strongly Disagree
  • 2= Slightly Disagree
  • 3= Not Sure
  • 4= Slightly Agree
  • 5= Strongly Agree
PEOU1: The ReelShort platform is very easy to learn and use.
PEOU2: Learning to operate and use the platform will not take me too much time or effort.
PEOU3: It’s not a big deal for me to operate and use the platform.
PEOU4：Overall, it is quite convenient to use the platform.
7. Perceived Entertainment (PE)
  • 1= Strongly Disagree
  • 2= Slightly Disagree
  • 3= Not Sure
  • 4= Slightly Agree
  • 5= Strongly Agree
PE1：I have fun interacting with ReelShort vertical dramas.
PE2: Watching vertical dramas provides me with a lot of enjoyment.
PE3: I enjoy watching vertical dramas on ReelShort.
PE4: Watching vertical drama bores me.
8. Cultural Identity (CI)
  • 1= Strongly Disagree
  • 2= Slightly Disagree
  • 3= Not Sure
  • 4= Slightly Agree
  • 5= Strongly Agree
CI1：I enjoy the narrative pacing commonly used in vertical dramas.
CI2: The fast-paced storytelling of vertical dramas matches my preferences.
CI3: Compared to traditional series, the narrative style of vertical dramas feels more engaging to me.
CI4: I find myself emotionally involved in the stories.
CI5: The stories make me think about the underlying themes and values. (e.g: Justice, love, overcoming adversity).
CI6: I can understand the motivations and feelings of the characters in the stories. 
CI7: The stories reflect ideas or life values that I find meaningful.
CI8: The stories resonate with my personal beliefs or values about life. 
9. Perceived Value (PV)
  • 1= Strongly Disagree
  • 2= Slightly Disagree
  • 3= Not Sure
  • 4= Slightly Agree
  • 5= Strongly Agree
PV1: Compared to the fee I need to pay, vertical dramas offer value for money.
PV2: Compared to the effort I need to put in, vertical dramas are beneficial to me.
PV3: Compared to the time I need to spend, vertical dramas are worthwhile to me.
PV4: Overall, vertical dramas deliver me good value.
10.

Consuming Willingness (CW)

  • 1= Strongly Disagree
  • 2= Slightly Disagree
  • 3= Not Sure
  • 4= Slightly Agree
  • 5= Strongly Agree
CW1: The likelihood of purchasing vertical dramas on ReelShort is high.
CW2: If I were going to purchase the episode, I would consider buying at the price shown.
CW3: At the price shown, I would consider buying the vertical dramas.
CW4: The probability that I would consider purchasing vertical dramas is very high.
CW5: My willingness to buy the product is very high.
11. Please briefly describe the most important factors that would influence your decision to PAY (or NOT PAY) for vertical dramas on ReelShort.
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