. 2022 Jun 23;13:938060. doi: 10.3389/fpsyg.2022.938060

Table 6.

Differences in demographic variables across the profiles (Cross-tab with Pearson Chi-square).

		1 Apathetic consumer n = 118	2 Rational consumer n = 100	3 Balanced consumer n = 505	4 Enthusiastic consumer n = 300	χ²-test (sig.)/F-test (sig.)	p Value
Gender	Male	45(38.1%)^a	38(38.0%)^a	213(42.2%)^a	100(33.3%)^a	χ² ₍₃₎ = 6.25	0.10
Gender	Female	73(61.9%)^a	62(62.0%)^a	292(57.8%)^a	200(66.7%)^a	χ² ₍₃₎ = 6.25	0.10
Age		30.3^ab	30.6^ab	30.53^a	28.58^b	F_{(3, 1,019)} = 3.04^*	0.03
Education	High school or lower	17(14.4%)^a	4(4.0%)^ab	48(9.5%)^ab	19(6.3%)^b	χ² ₍₉₎ = 63.52^***	p < 0.001
	Junior college	8(6.8%)^ab	3(3.0%)^b	30(5.9%)^b	44(14.7%)^a
	Bachelor degree	71(60.2%)^a	52(52.0%)^a	313(62.0%)^a	199(66.3%)^a
	Postgraduate or above	22(18.6%)^ab	41(41.0%)^a	114(22.6%)^b	38(12.7%)^c
Disposable income (1,000RMB/Month)	< 3	44(37.3%)^a	35(35.0%)^a	193(38.2%)^a	113(37.7%)^a	χ² ₍₁₂₎ = 16.38	0.17
	3–5	27(22.9%)^a	16(16.0%)^a	95(18.8%)^a	70(23.3%)^a
	5–8	24(20.3%)^a	22(22.0%)^a	81(16.0%)^a	48(16.0%)^a
	8–10	8 (6.8%)^a	11(11.0%)^a	51(10.1%)^a	39(13.0%)^a
	>10	15(12.7%)^ab	16(16.0%)^ab	85(16.8%)^b	30(10.0%)^a
Occupation	Civil servants or Staff of public institution	14(11.9%)^a	10(10.0%)^a	69(13.7%)^a	46(15.3%)^a	χ² ₍₂₄₎ = 27.05	0.30
	Professionals	9(7.6%)^a	13(13.0%)^a	61(12.1%)^a	38(12.7%)^a
	White-collar worker	39(33.7%)^a	31(31.0%)^a	139(27.5%)^a	83(27.7%)^a
	Service personnel	6(5.1%)^a	2(2.0%)^a	11(2.2%)^a	6(2.0%)^a
	Free-lancers	2(1.7%)^ab	5(5.0%)^ab	22(4.4%)^b	8(2.7%)^a
	Blue-collar workers	2(1.7%)^a	3(3.0%)^a	7(1.4%)^a	10(3.3%)^a
	Students	36(30.5%)^a	29(29.0%)^a	154(30.5%)^a	95(31.7%)^a
	Housewives	2(1.7%)^a	1(1.0%)^a	11(2.2%)^a	9 (3.0%)^a
	Others	8(6.8%)^ab	6(6.0%)^ab	31(6.1%)^a	5(1.7%)^b
Consumer contexts	Food	27(22.9%)^a	24(24.0%)^a	99(19.6%)^a	61(20.3%)^a	χ² ₍₁₂₎ = 45.21^***	p < 0.001
	Clothes	21(17.8%)^b	36(36.0%)^a	83(16.4%)^b	67(22.3%)^b
	Entertainment	25(21.2%)^a	22(22.0%)^a	113(22.4%)^a	53(17.7%)^a
	Travel	31(26.3%)^a	10(10.0%)^b	89(17.6%)^ab	65(21.7%)^ab
	Accommodations	14(11.9%)^ab	8(8.0%)^b	121(24.0%)^a	54(18.0%)^ab

p < 0.05 and

^***

p < 0.001.

Different letters represent significant difference (p < 0.05).