The data were gathered through the internet questionnaire of Chungwa Telecom Co., Ltd in Taiwan. For the final survey, a total of 350 survey questionnaires were collected, 20 invalid questionnaires were eliminated and 330 questionnaires retained for analysis. The response rate is 94.3%. The basic attributes of respondents are shown in this section, including seven major
items in this study: gender, age, education, occupation, average surfing time within a week, disposable income on average each month, and payment for internet purchases. In the aggregate sample, 44.8% of respondents are men and 55.2% are women. More than 85% of the respondents belong to the Y generation, defined as people born between 1976–1985. Almost 95% of the respondents’ education is at institute/college level and above. Of the respondents, 45.7% are students and 54.3% are workers. Approximately 48.6% of the respondents use the internet more than 20 hours each week. In disposable income, about 71.1% of the respondents have less than US$350 on average to spend each month. More than 67% of respondents pay for internet purchases by credit card or ATM transfer account.