A Systems View Across Time and Space
Table 1 Demographic characteristics (N = 475)
Characteristics | Category | N | % | Characteristics | Category | N | % |
|---|---|---|---|---|---|---|---|
Gender | Man | 232 | 48.8 | Favourite Platform for Live e-commerce | Taobao | 394 | 32.3 |
Female | 243 | 51.2 | JD.com | 204 | 16.7 | ||
Age | Under 18 | 43 | 9.1 | TikTok | 317 | 26 | |
18–25 years | 214 | 45.1 | Speedy | 127 | 10.4 | ||
26–30 years | 127 | 26.7 | Little Red Book | 68 | 5.6 | ||
31–40 years | 63 | 13.3 | Mushroom Street | 50 | 4.1 | ||
41–50 years | 17 | 3.6 | Other | 61 | 5 | ||
51–60 years | 8 | 1.7 | E-commerce live room shopping time | Less than 1 year | 110 | 23.2 | |
Over 60 | 3 | 0.6 | 1–2 years | 137 | 28.8 | ||
Education | High School and below | 15 | 3.2 | 3–5 years | 137 | 28.8 | |
Specialist | 197 | 41.5 | More than 5Â years | 91 | 19.2 | ||
Undergraduate | 240 | 50.5 | Average number of visits per week | Less than 2 times | 165 | 34.7 | |
Master’s degree or above | 23 | 4.8 | 2–4 times | 200 | 42.1 | ||
Occupation | Employees of enterprises | 139 | 29.3 | 5–7 times | 64 | 13.5 | |
Workers in government organs and institutions | 32 | 6.7 | More than 7 times | 46 | 9.7 | ||
Freelance | 7 | 1.5 | Length of visit per day | Less than 1Â h | 311 | 65.5 | |
Self-employed | 30 | 6.3 | 1–2 h | 100 | 21.1 | ||
Students | 252 | 53.1 | 2–3 h | 40 | 8.4 | ||
Other | 15 | 3.2 | 3–4 h | 12 | 2.5 | ||
Income | Less than $429.9 | 244 | 51.4 | More than 4Â h | 12 | 2.5 | |
$430.0–$716.5 | 64 | 13.5 |  |  |  |  | |
$716.6–$1146.3 | 72 | 15.2 |  |  |  |  |