Constructs | Items |
Brand experience (BEX) | 1) Zhihu/Guokr gives me a good intuitive sensory experience 2) Zhihu/Guokr gives me a good emotional experience 3) Zhihu/Guokr gives me a good thinking experience 4) The interactive behavior of browsing or asking questions on Zhihu/Guokr makes me very good 5) Zhihu/Guokr gives me a very good social experience* |
Brand knowledge (BK) | 1) I can think of some characteristics of Zhihu/Guokr very quickly 2) I can think of symbol or mark of Zhihu/Guokr very quickly 3) Zhihu/Guokr content quality is very high 4) When I use Zhihu/Guokr, I think the cost (time, experience, even money) is worthwhile 5) love Zhihu/Guokr platform |
Brand relationship quality (BRQ) | 1) I am very satisfied with Zhihu/Guokr 2) Zhihu/Guokr is trustworthy 3) I have a strong dependence on Zhihu/Guokr 4) Even though my life has changed, I still use |
Zhihu/Guokr* Brand esteem (BES) | 1) If I can use Zhihu/Guokrl, I will not use other similar platforms 2) I have a strong attachment to Zhihu/Guokr 3) I have a good opinion of Zhihu/Guokr users and even worship them 4) I will tell my friends about the disadvantages of other platform |
Brand citizenship behavior (BCB) | 1) I’d like to help other Zhihu/Guokr users or answer their questions 2) I support Zhihu/Guokr community 3) I’d like to help Zhihu/Guokr become better |