Table 2.

Description of sample characteristics.

Variables	Options	Frequency	Percentage
Gender	Man	106	49.50 %
	Woman	108	50.50 %
Age	18–25 years old	87	40.65 %
	26–35 years old	54	25.23 %
	36–45 years old	45	21.03 %
	46–55 years old	28	13.08 %
Education level	Middle school or below	16	7.50 %
	High school/vocational school	51	23.80 %
	Associate degree	34	15.90 %
	Undergraduate degree	78	36.40 %
	Postgraduate and above	35	16.40 %
Occupation	Government civil servant	38	17.80 %
	Teachers, doctors, and researchers	36	16.80 %
	Company/enterprise employees	49	22.90 %
	Students	65	30.40 %
	Freelancers	20	9.30 %
	Other	6	2.80 %
Average monthly income	3000 and below	31	14.50 %
	3001–5000	71	33.20 %
	5001–8000	62	29 %
	8001–10000	34	15.90 %
	10000 and above	16	7.50 %
Online shopping frequency	3 times per week and above	44	20.60 %
	1-2 times per week on average	75	35 %
	1-2 times per month on average	46	21.50 %
	1-2 times per quarter on average	30	14 %
	1-2 times per half year on average,	16	7.50 %
	Never purchased	3	1.40 %