Table 7 Sociodemographic characteristics of subsamples for moderating effect analysis (Sex).

From: User dissatisfaction and behavioral intention toward personalized advertising recommendation services in Chinese social networking services

Sex

Male (N = 248)

Female (N = 252)

Variable

Group

N (%)

N (%)

Age

20–29

81 (32.7)

88 (34.9)

30–39

85 (34.3)

78 (31.0)

40–49

82 (33.1)

86 (34.1)

Education level

High school graduate or lower

6 (2.4)

10 (4.0)

College student or bachelor’s degree holder

213 (85.9)

218 (86.5)

Graduate student or postgraduate degree holder

29 (11.7)

24 (9.5)

Average monthly income

Less than 3,000 CNY

14 (5.6)

16 (6.3)

3,000–less than 6,000 CNY

43 (17.3)

53 (21.0)

6,000–less than 9,000 CNY

79 (31.9)

69 (27.4)

9,000–less than 12,000 CNY

63 (25.4)

72 (28.6)

12,000 CNY or more

49 (19.8)

42 (16.7)

Occupation

Professional /clerical/government posts

194 (78.2)

211 (83.7)

Self-employed/sales, service/technical posts

38 (15.3)

25 (9.9)

Students or other

16 (6.5)

16 (6.3)