Table 1.
Respondents’ characteristics.
| Attributes | Total sample (n = 374) | |
|---|---|---|
| Frequent | Percentage | |
| Gender | ||
| Male | 178 | 47.59% |
| Female | 196 | 52.40% |
| Age | ||
| Below 18 | 6 | 1.60% |
| 19–24 | 184 | 49.20% |
| 25–34 | 133 | 35.56% |
| 35–44 | 32 | 8.56% |
| 45–54 | 13 | 3.48% |
| Above 55 | 6 | 1.60% |
| Highest education level (/pursuing) | ||
| Primary school or below | 1 | 0.27% |
| Secondary school | 14 | 3.74% |
| Associate degree/higher diploma | 189 | 50.53% |
| Bachelor degree or above | 168 | 44.92% |
| Prefer not to say | 2 | 0.53% |
| Using habit of social media | ||
| Using monthly | 3 | 0.80% |
| Using weekly | 3 | 0.80% |
| Using daily but less than 2 h a day in average | 81 | 21.66% |
| More than 2 h a day in average | 287 | 76.73% |
| Social media platform (can choose multiple answer) | ||
| 331 | 88.50% | |
| 367 | 98.13% | |
| YouTube | 362 | 96.79% |
| WeChat moments | 138 | 36.90% |
| 121 | 32.35% | |
| Snapchat | 82 | 21.92% |
| 56 | 14.97% | |
| 22 | 5.88% | |
| TikTok | 121 | 32.35% |
| 17 | 4.54% | |
| Times of online shopping in the past 12 months | ||
| Never | 12 | 3.21% |
| One time | 13 | 3.48% |
| 2–4 times | 70 | 18.71% |
| 5–10 times | 217 | 58.02% |
| 11 times or above | 62 | 16.58% |
| Reasons of often online shopping (can choose multiple answer) | ||
| Convenience | 370 | 98.93% |
| No crowds and queues | 187 | 50.00% |
| Competitive price | 260 | 69.52% |
| Wide selection of choices | 301 | 80.48% |
| Free returns or exchanges | 68 | 18.18% |
| Easy to compare price | 247 | 66.04% |
| Can refer to others’ comments and reviews | 224 | 59.89% |
| The online shopping platform is easy to use | 150 | 40.11% |
| The online store is almost never closed | 94 | 25.13% |
| The online store is trustworthy | 57 | 9.89% |
| The product I can get from online shop only | 33 | 8.82% |