Table 1.
Respondent profile (N = 883).
| Demographic profile | Category | Frequency | Percent (%) |
|---|---|---|---|
| Gender | Male | 366 | 41.40 |
| Female | 517 | 58.60 | |
| Age | 20 years old and below | 327 | 37.00 |
| 21–30 years old | 329 | 37.30 | |
| 31–40 years old | 100 | 11.30 | |
| 41–50 years old | 78 | 8.80 | |
| 51 years old and above | 49 | 5.50 | |
| Monthly income | Below 5,000 | 669 | 75.80 |
| 5,001–7,000 | 90 | 10.20 | |
| 7,001–9,000 | 49 | 5.50 | |
| 9,001–11,000 | 38 | 4.30 | |
| 11,001–13,000 | 14 | 1.60 | |
| 13,001–15,000 | 7 | 0.80 | |
| 15,001–17,000 | 3 | 0.30 | |
| 17,001 and above | 13 | 1.50 | |
| Education | Less than High School | 34 | 3.90 |
| High School Diploma | 51 | 5.80 | |
| College Degree | 196 | 22.20 | |
| Bachelor's degree | 488 | 55.30 | |
| Master's Degree | 99 | 11.20 | |
| Doctorate (PhD or equivalent) | 15 | 1.70 | |
| Residence | Southern China | 416 | 47.10 |
| Northern China | 467 | 52.90 | |
| Online Shopping Years | Less than 1 year | 47 | 5.30 |
| 1–3 years | 362 | 41.00 | |
| 4–6 years | 322 | 36.50 | |
| 7–9 years | 88 | 10.00 | |
| 10 years or more | 64 | 7.20 |