Table 1 Sample characteristics Study’s...

Table 1

Sample characteristics

Study’s participants n = 1,107	n	%		n	%
Gender			Children (binary)
Male	506	45.71	Yes	264	76.15
Female	581	52.48	No	843	23.85
Other/Prefer not to say	20	1.81
			Hours spent doing online shopping daily
Age			Up to 30 min	685	61.88
			Up to an hour	231	20.87
18–30	620	56.01	Up to 2 h	112	10.12
31–40	176	15.90	Up to 4 h	67	6.05
41–50	113	10.21	More than 4 h	12	1.08
51–60	113	10.21
61+	85	7.68	Shopping channel preference
Educational attainment			Clear preference for offline shopping	129	11.65
Primary school or below/Prefer not to say	12	1.08	Moderate preference for offline shopping	259	23.40
Middle school	135	12.20	Neutral	498	44.99
High school diploma	498	44.99	Moderate preference for online shopping	198	17.89
Bachelor’s degree or MBA	212	19.15	Clear preference for online shopping	23	2.08
Master’s degree	183	16.53
Doctoral degree	67	6.05	Family income
			Up to 15,000 €	172	15.54
Current job position			Up to 25,000 €	557	50.32
			Up to 35,000 €	135	12.20
Not employed	50	4.52	Up to 45,000 €	97	8.76
Other occupations	33	2.98	Up to 45,000 €	97	8.76
Student	383	34.60	More than 45,000 €	146	13.19
Employee	409	36.95
Manager or executive	19	1.72	Italian as primary language
Teacher or educator	44	3.97
Teacher or educator	44	3.97	Yes	1,029	92.95
Self-Employed or entrepreneur	104	9.39	No, but good understanding	78	7.05
Retired	58	5.24
			Single product assessment	716	64.68
			Multiple product assessments	391	35.32
Administered poor translations	1,417	53.05	Online participant	695	62.78
Administered good translations	1,254	46.95	Offline participant	412	37.22

Study’s participants n = 1,107	n	%		n	%
Gender			Children (binary)
Male	506	45.71	Yes	264	76.15
Female	581	52.48	No	843	23.85
Other/Prefer not to say	20	1.81
			Hours spent doing online shopping daily
Age			Up to 30 min	685	61.88
			Up to an hour	231	20.87
18–30	620	56.01	Up to 2 h	112	10.12
31–40	176	15.90	Up to 4 h	67	6.05
41–50	113	10.21	More than 4 h	12	1.08
51–60	113	10.21
61+	85	7.68	Shopping channel preference
Educational attainment			Clear preference for offline shopping	129	11.65
Primary school or below/Prefer not to say	12	1.08	Moderate preference for offline shopping	259	23.40
Middle school	135	12.20	Neutral	498	44.99
High school diploma	498	44.99	Moderate preference for online shopping	198	17.89
Bachelor’s degree or MBA	212	19.15	Clear preference for online shopping	23	2.08
Master’s degree	183	16.53
Doctoral degree	67	6.05	Family income
			Up to 15,000 €	172	15.54
Current job position			Up to 25,000 €	557	50.32
			Up to 35,000 €	135	12.20
Not employed	50	4.52	Up to 45,000 €	97	8.76
Other occupations	33	2.98	Up to 45,000 €	97	8.76
Student	383	34.60	More than 45,000 €	146	13.19
Employee	409	36.95
Manager or executive	19	1.72	Italian as primary language
Teacher or educator	44	3.97
Teacher or educator	44	3.97	Yes	1,029	92.95
Self-Employed or entrepreneur	104	9.39	No, but good understanding	78	7.05
Retired	58	5.24
			Single product assessment	716	64.68
			Multiple product assessments	391	35.32
Administered poor translations	1,417	53.05	Online participant	695	62.78
Administered good translations	1,254	46.95	Offline participant	412	37.22

Products’ assessments n = 2,671		Translation quality		Prior awareness of the product
Products’ assessments n = 2,671		Poor		Never heard about it		Aware but not sure about the instructions		Used and/or perfectly aware about instructions
n	Product	n	%	n	%	n	%	n	%
1,107	Chinese checkers game	645	58.27	606	54.74	414	37.40	87	7.86
391	Muscle massager	193	49.36	184	47.06	198	50.64	9	2.30
391	UV nail lamp	193	49.36	142	36.32	242	61.89	7	1.79
391	Vegetable spiralizer	193	49.36	283	72.38	96	24.55	12	3.07
391	Portable bluetooth speaker	193	49.36	31	7.93	355	90.79	5	1.28

Products’ assessments n = 2,671		Translation quality		Prior awareness of the product
Products’ assessments n = 2,671		Poor		Never heard about it		Aware but not sure about the instructions		Used and/or perfectly aware about instructions
n	Product	n	%	n	%	n	%	n	%
1,107	Chinese checkers game	645	58.27	606	54.74	414	37.40	87	7.86
391	Muscle massager	193	49.36	184	47.06	198	50.64	9	2.30
391	UV nail lamp	193	49.36	142	36.32	242	61.89	7	1.79
391	Vegetable spiralizer	193	49.36	283	72.38	96	24.55	12	3.07
391	Portable bluetooth speaker	193	49.36	31	7.93	355	90.79	5	1.28

Source(s): Authors’ own elaboration

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