Table 2.

Construct groupings for Multigroup Analysis.

Group	Group 1	Group 2
Country	Canada	USA
	Canada	Germany
	USA	Germany
Gender	Male	Female
Gender within country	Canada - Male	Canada - Female
	USA - Male	USA - Female
	Germany - Male	Germany - Female
Age	Gen Z 19 to 26	Other 57+
Age within country	Canada - Gen Z 19 to 26	Canada - Other 57+
	USA - Gen Z 19 to 26	USA - Other 57+
	Germany - Gen Z 19 to 26	Germany - Other 57+
Online shopping experience	Very little (never or < 1 per mth)	Experienced (5+ per mth)
Shopping experience within country	Canada – very little (infrequent)	Canada – experienced (very frequent)
	USA – very little (infrequent)	USA – experienced (very frequent)
	Germany – very little (infrequent)	Germany – experienced (very frequent)