International Journal of Interdisciplinary Research
Table 1 Sample characteristics
From: How online shopping festival atmosphere promotes consumer participation in China
Variable | Percentage (%) | |
|---|---|---|
Gender | Female | 61.9 |
Male | 38.1 | |
Age (in years) | 20–29 | 87.9 |
30–39 | 12.1 | |
Occupation | Student | 64.9 |
Employee | 24.2 | |
Other | 10.9 | |
Residential city in China | Hangzhou | 31.4 |
Shaoxing | 5.9 | |
Shanghai | 5.4 | |
Guangzhou | 5.4 | |
Beijing | 4.2 | |
Other | 47.7 | |
OSF participation experiences (Double Eleven OSF engagement period of years) | Fewer than 3 years | 23.4 |
3–5 years | 36.0 | |
More than 5 years | 40.6 | |
Average amount spent on online shopping platforms during the 2021 Double Eleven OSF | Fewer than CNY 1000 | 30.5 |
CNY 1000–3000 | 37.3 | |
CNY 3000–5000 | 13.4 | |
More than CNY 5000 | 18.8 | |
Products purchased during the 2021 Double Eleven OSF (purchase rate of each item) | Clothing | 75.3 |
Accessories | 18.8 | |
Shoes and hats | 39.3 | |
Bags | 10.5 | |
Cosmetics | 36.4 | |
Food | 51.5 | |
Daily necessities | 72.8 | |
Electronics | 28.5 | |
Others | 8.4 |