Table 1.
Sample basic information statistics.
| Sample feature | Number (percentage) |
|---|---|
| Gender | |
| Male | 182 (50.4) |
| Female | 179 (49.6) |
| Age (years) | |
| <18 | 1 (0.3) |
| 18–25 | 91 (25.2) |
| 26–30 | 124 (34.3) |
| 31–40 | 120 (33.2) |
| >40 | 25 (6.9) |
| Education | |
| Junior high and below | 2 (0.6) |
| Senior high school | 16 (4.4) |
| College | 306 (84.4) |
| Master's degree + | 37 (10.2) |
| Monthly income (yuan) | |
| <300 | 68 (18.8) |
| 3,001–5,000 | 85 (23.5) |
| 5,001–8,000 | 132 (36.6) |
| >8,000 | 76 (21.1) |
| Product category | |
| Cosmetics | 120 (33.2) |
| Mobile phone | 162 (44.9) |
| Motor vehicles | 40 (11.1) |
| Other category | 39 (10.8) |
| Role in community | |
| Knowledge-sharing | 49 (13.6) |
| Information-acquisition | 273 (75.6) |
| Chatting | 20 (5.5) |
| Other categories | 19 (5.3) |
| Years of using community | |
| <1 | 129 (35.7) |
| 2–3 | 149 (41.3) |
| 3–5 | 62 (17.2) |
| >5 | 21 (5.8) |