Demographics of respondents (N = 455)
| Items | Frequency | Percentage | |
|---|---|---|---|
| Gender | Male | 189 | 41.54% |
| Female | 266 | 58.46% | |
| Age | Under 25 | 68 | 14.95% |
| 25–34 | 269 | 59.12% | |
| 35–44 | 87 | 19.12% | |
| 45 or older | 31 | 6.81% | |
| Education level | Secondary school or below | 24 | 5.27% |
| Junior college | 62 | 13.63% | |
| Bachelor | 342 | 75.16% | |
| Master | 26 | 5.71% | |
| PhD | 1 | 0.22% | |
| Income level (Yuan) | Under 5,000 | 86 | 18.90% |
| 5,000–9,999 | 207 | 45.49% | |
| 10,000–14999 | 100 | 21.98% | |
| 15,000–19999 | 39 | 8.57% | |
| 20,000 or higher | 23 | 5.05% | |
| Live streaming watching experience | Very low | 17 | 3.74% |
| Slightly low | 49 | 10.77% | |
| Medium | 221 | 48.57% | |
| Slightly high | 142 | 31.21% | |
| Very high | 26 | 5.71% | |
| Gifting experience on live streaming platforms | Very low | 34 | 7.47% |
| Slightly low | 150 | 32.97% | |
| Medium | 157 | 34.51% | |
| Slightly high | 64 | 14.07% | |
| Very high | 50 | 10.99% | |
| Items | Frequency | Percentage | |
|---|---|---|---|
| Gender | Male | 189 | 41.54% |
| Female | 266 | 58.46% | |
| Age | Under 25 | 68 | 14.95% |
| 25–34 | 269 | 59.12% | |
| 35–44 | 87 | 19.12% | |
| 45 or older | 31 | 6.81% | |
| Education level | Secondary school or below | 24 | 5.27% |
| Junior college | 62 | 13.63% | |
| Bachelor | 342 | 75.16% | |
| Master | 26 | 5.71% | |
| PhD | 1 | 0.22% | |
| Income level (Yuan) | Under 5,000 | 86 | 18.90% |
| 5,000–9,999 | 207 | 45.49% | |
| 10,000–14999 | 100 | 21.98% | |
| 15,000–19999 | 39 | 8.57% | |
| 20,000 or higher | 23 | 5.05% | |
| Live streaming watching experience | Very low | 17 | 3.74% |
| Slightly low | 49 | 10.77% | |
| Medium | 221 | 48.57% | |
| Slightly high | 142 | 31.21% | |
| Very high | 26 | 5.71% | |
| Gifting experience on live streaming platforms | Very low | 34 | 7.47% |
| Slightly low | 150 | 32.97% | |
| Medium | 157 | 34.51% | |
| Slightly high | 64 | 14.07% | |
| Very high | 50 | 10.99% | |
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