Demographic description
| Item | Frequency | % |
|---|---|---|
| Gender | ||
| Male | 133 | 30.16 |
| Female | 308 | 69.84 |
| Age | ||
| Under 25 | 105 | 23.81 |
| 25–30 | 175 | 39.68 |
| 31–40 | 126 | 28.57 |
| 41–50 | 14 | 3.17 |
| Over 50 | 21 | 4.76 |
| Education | ||
| Secondary school or below | 42 | 9.52 |
| Bachelor’s degree | 252 | 57.14 |
| Master’s degree | 133 | 30.16 |
| PhD level | 14 | 3.17 |
| Monthly income (RMB) | ||
| Less than 2,000 | 91 | 20.63 |
| 2,001–5,000 | 161 | 36.51 |
| 5,001–8,000 | 91 | 20.63 |
| 8,001–10,000 | 35 | 7.94 |
| More than 10,000 | 63 | 14.29 |
| Live streaming shopping (times/month) | ||
| Less than 4 | 308 | 69.84 |
| 4–9 | 105 | 23.81 |
| More than 9 | 28 | 6.35 |
| Live streaming platform (frequently used) | ||
| E-commerce platform (Taobao, Tianmao, JD, Pinduoduo, Xiaohongshu, Weipinhui, etc.) | 343 | 77.78 |
| Social media platform (Douyin, Kuaishou, Huya, Huajiao, Douyu, etc.) | 98 | 22.22 |
| Item | Frequency | % |
|---|---|---|
| Male | 133 | 30.16 |
| Female | 308 | 69.84 |
| Under 25 | 105 | 23.81 |
| 25–30 | 175 | 39.68 |
| 31–40 | 126 | 28.57 |
| 41–50 | 14 | 3.17 |
| Over 50 | 21 | 4.76 |
| Secondary school or below | 42 | 9.52 |
| Bachelor’s degree | 252 | 57.14 |
| Master’s degree | 133 | 30.16 |
| PhD level | 14 | 3.17 |
| Less than 2,000 | 91 | 20.63 |
| 2,001–5,000 | 161 | 36.51 |
| 5,001–8,000 | 91 | 20.63 |
| 8,001–10,000 | 35 | 7.94 |
| More than 10,000 | 63 | 14.29 |
| Less than 4 | 308 | 69.84 |
| 4–9 | 105 | 23.81 |
| More than 9 | 28 | 6.35 |
| E-commerce platform (Taobao, Tianmao, JD, Pinduoduo, Xiaohongshu, Weipinhui, etc.) | 343 | 77.78 |
| Social media platform (Douyin, Kuaishou, Huya, Huajiao, Douyu, etc.) | 98 | 22.22 |
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