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Table 2 Demographics information of respondents (n = 455)

From: Featuring the e-service quality of online website from a varied perspective

Measure Item Frequency Measure Item Frequency
Gender Male 177 (38.9 %) Online shopping experience <= 1 month 26 (5.7 %)
Female 278 (61.1 %) 1–6 months 28 (6.2 %)
Age 20 below 40 (8.8 %) 6 months–1 year 27 (5.9 %)
21–30 360 (79.1 %) 1–2 years 62 (13.6 %)
31–40 46 (10.1 %) 2–3 years 65 (14.3 %)
41–50 7 (1.5 %) 3–5 years 98 (21.5 %)
51 above 2 (0.4 %) >6 years 149 (32.7 %)
Education Junior high schools 0 (0 %) The average daily time used shopping website <5 min 58 (12.7 %)
Senior high schools 14 (3.1 %) 5–30 min 166 (36.5 %)
Bachelor 295 (64.8 %) 30 min–1 h 101 (22.2 %)
Master/Ph. D. 146 (32.1 %) 1–3 h 95 (20.9 %)
Occupation Manufacture 35 (7.7 %) 3–5 h 26 (5.7 %)
Service trade 72 (15.8 %) >5 h 9 (2.0 %)
Financial industry 9 (2.0 %) The most commonly used shopping website Yahoo! shopping mall 272 (59.8 %)
Information industry 30 (6.6 %) Bookline 65 (14.3 %)
Free employees 22 (4.8 %) KingStone 4 (0.9 %)
Student 260 (57.1 %) Pchome online shopping 41 (9.0 %)
Others 27 (5.9 %) ETMall 2 (0.4 %)
Average income 20,000 below 283 (62.2 %) Monday online shopping 0 (0 %)
20,001–30,000 89 (19.6 %)
30,001–40,000 51 (11.2 %) PayEasy 6 (1.3 %)
40,001–50,000 20 (4.4 %) UniMall 2 (0.4 %)
50,001–60,000 8 (1.8 %) Others 63 (13.8 %)
60,000 above 4 (0.9 %)    
Average shopping frequency 0–1 times/month 235 (51.6 %)
2–3 times/month 150 (33.0 %)
4–5 times/month 43 (9.5 %)   
≥ 6 times/month 27 (5.9 %)