| Dimension | Category | Frequency | Percentage | Dimension | Category | Frequency | Percentage |
| Gender | Male | 205 | 61.4 | Occupation | Civil servants | 47 | 14.1 |
| Female | 129 | 38.6 | Managers | 123 | 36.8 | ||
| Age | 41 - 45 | 112 | 33.5 | Private owners | 18 | 5.4 | |
| 46 - 50 | 141 | 42.2 | Specialist | 32 | 9.6 | ||
| 51 - 55 | 44 | 13.2 | Office workers | 23 | 6.9 | ||
| 56 - 60 | 23 | 6.9 | others | 91 | 27.2 | ||
| >60 | 14 | 4.2 | Internet experience | <1 year | 4 | 1.2 | |
| Education | Senior high school | 56 | 16.8 | 1 - 3 year | 38 | 11.4 | |
| Junior college | 135 | 40.4 | 3 - 5 year | 154 | 46.1 | ||
| Bachelor’s degree | 123 | 36.8 | 5 - 10 year | 106 | 31.7 | ||
| Master’s degree | 20 | 6 | >10 year | 32 | 9.6 | ||
| Annual household income | <80,000 | 30 | 9 | Online shopping experience | <1 year | 30 | 9 |
| 8,000 - 200,000 | 157 | 47 | 1 - 2 year | 140 | 41.9 | ||
| 200,000 - 300,000 | 112 | 33.5 | 2 - 3 year | 104 | 31.1 | ||
| 300,000 - 1000,000 | 25 | 7.5 | 3 - 5 year | 41 | 12.3 | ||
| >1000000 | 10 | 3 | >5 year | 19 | 5.7 |