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Analyze Dimension Reduction Factor
Factor Analysis,
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Factor Analysis: Descriptives : Coefficients; KMO and
Barletts test of sphericity; Inverse; Anti-image.

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 SPSS

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Factor Analysis: Extraction.
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VARIMAX,
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 SPSS

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2.
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Correl ation Matrix

Correlation

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1,000

,832

,767

-,406

,018

-,046

-,064

,832

1,000

,904

-,392

,179

,098

,026

,767

,904

1,000

-,463

,072

,044

,012

-,406

-,392

-,463

1,000

-,372

-,443

-,443

,018

,179

,072

-,372

1,000

,909

,903

-,046

,098

,044

-,443

,909

1,000

,870

-,064

,026

,012

-,443

,903

,870

1,000

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 SPSS

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Inverse of Correla tion Ma trix

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3,821

-3, 588

,563

,708

,701

,697

-,597

-3, 588

11,412

-7, 442

-,519

-5, 976

,540

4,263

,563

-7, 442

7,477

,874

3,724

-,437

-2, 458

,708

-,519

,874

1,996

-1, 167

1,071

1,055

,701

-5, 976

3,724

-1, 167

12,755

-5, 413

-7, 175

,697

,540

-,437

1,071

-5, 413

6,973

-,668

-,597

4,263

-2, 458

1,055

-7, 175

-,668

8,411

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(MSA) (partial) , ,
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MSA .
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MSA ,

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MSA 0,5
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 SPSS

Anti-image Matrices

Anti-image Covariance

Anti-image Correlation

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,262

-,082

,020

,093

-,082

,088

-,087

,020

-,087

,093

,014

,026

-,019

-,023

-,041

,007

,044

,134

,059

,039

-,008

-,039

-,023

,059

,501

-,046

,077

,063

,014

-,041

,039

-,046

,078

-,061

-,067

,026

,007

-,008

,077

-,061

,143

-,011

-,019

,044

-,039

,063

-,067

-,011

,119

-,543

,105

,256

,100

,135

-,105

-,806

-,109

-,495

,061

,435

,226

,381

-,060

-,310

,287

,257

-,574

-,693

,779

-,543

,550

,105

-,806

,630

,256

-,109

,226

,763

-,231
a

,100

-,495

,381

-,231

,590

,135

,061

-,060

,287

-,574

,801

-,105

,435

-,310

,257

-,693

-,087

-,087

,676

a. Measures of Sampling Adequacy(MSA)

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MSA .
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KMO a nd Bartlett's Te st
Kaiser-Mey er-Olkin Measure of Sampling
Adequacy.
Bartlet t's Test of
Sphericity

Approx . Chi-Square
df
Sig.

,665
1637,869
21
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=0,665 > 0,50.
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 SPSS

2.
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( 1.00).

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2 (
1.00), () 84,696 % .
Total Vari ance Ex pla ined

Component
1
2
3
4
5
6
7

Total
3,313
2,616
,575
,240
,134
,085
,037

Initial E igenvalues
% of V ariance Cumulative %
47,327
47,327
37,369
84,696
8,209
92,905
3,427
96,332
1,921
98,252
1,221
99,473
,527
100,000

Ex trac tion Sums of Squared Loadings

Total
% of V ariance Cumulative %
3,313
47,327
47,327
2,616
37,369
84,696

Rotation S ums of S quared Loadings

Total
% of V ariance Cumulative %
3,017
43,101
43,101
2,912
41,595
84,696

Ex trac tion Met hod: Principal Component Analys is.

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 SPSS

3.
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Component Matrix a

1

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Component
2
,760

-,576

,736

-,614

-,735

-,071

,710

-,646

,550

,734

,632

,699

,667

,675

Extraction Method: Principal Component Analys is.

a. 2 components extracted.

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1
.
2 .
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() 84,696 % (.
Total Variance Explained) 4 1.00.

1.00,
1.00.
- .
4

. - , 2:

 SPSS

a
Rotate d Com ponent Matrix

1


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Component
2
,960

-,028

,958

,014

,952

,058

,066

,947

,024

,942

-,061

,916

-,512

-,533

Ex trac tion Met hod: Principal Component A naly sis.

Rotation Method: V arimax with Kaiser Normalization
a. Rotation c onverged in 3 iterations.

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 SPSS

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Communalities
Initial


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Extraction

1,000

,842

1,000

,901

1,000

,889

1,000

,546

1,000

,910

1,000

,918

1,000

,922

Extraction Method: Principal Component Analys is.

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10

 SPSS

Reproduced Correlations

Reproduced Correlation

Residuala

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,842

,863

,861

-,457

,894

,863

,901

,861

,894

,889

-,457

-,539

-,514

-,005

-,046

-,084

-,539

,119

,077

,038

-,514

,078

,036

-,003

-,498

-,477

,913

,912

,546

-,518
b

-,005

,119

,078

-,518

,910

-,046

,077

,036

-,498

,913

,918

-,084

,038

-,003

-,477

,912

,919

,922

-,031

-,094

,051

,023

-,001

,020

,010

,146

,060

,021

-,012

,051

-,006

,008

,015

,147

,055

,034

-,005

-,009

-,031

-,094

,010

,051

,146

,051

,023

,060

-,006

,147

-,001

,021

,008

,055

-,005

,020

-,012

,015

,034

-,009

,919
b

-,049

-,049

Extraction Method: Principal Component Analys is.

a. Residuals are computed between observed and reproduced correlations . There are 7 (33,0%) nonredundant res iduals with absolute values greater than 0.05.
b. Reproduced communalities

- , -
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0.05 7. 1/3
0.05.
4.

. Factor Analysis: Extraction
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. - , 2:

11

 SPSS

3 ,
92,905 % .
Total Vari ance Ex pla ined

Component
1
2
3
4
5
6
7

Total
3,313
2,616
,575
,240
,134
,085
,037

Initial E igenvalues
% of V ariance Cumulative %
47,327
47,327
84,696
37,369
8,209
92,905
3,427
96,332
98,252
1,921
1,221
99,473
100,000
,527

Ex trac tion Sums of Squared Loadings

% of V ariance Cumulative %
Total
3,313
47,327
47,327
84,696
2,616
37,369
92,905
,575
8,209

Rotation S ums of S quared Loadings

% of V ariance Cumulative %
Total
40,488
40,488
2,834
79,327
2,719
38,839
92,905
,950
13,578

Ex trac tion Met hod: Principal Component Analys is.

Component Matrix a
Component
2

1

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?

,760

-,576

,233

,736

-,614

,080

-,735

-,071

,670

,710

-,646

,032

,550

,734

,064

,632

,699

,066

,667

,675

,235

Extraction Method: Principal Component Analys is.

a. 3 components extracted.

. - , 2:

12

 SPSS

a
Rotate d Compone nt Matri
x

Component
2

1

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,978

,082

-,043

,946

-,002

-,174

,936

-,055

-,208

,093

,972

-,053

,009

,924

-,198

-,073

,901

-,171

-,305

-,314

,896

Ex trac tion Method: Principal Component Analysis.

Rotation Method: V arimax with K ais er Normalization.
a. Rotation converged in 5 iterations.

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. - , 2:

13

 SPSS

Communalities
Initial


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Extraction

1,000

,846

1,000

,957

1,000

,893

1,000

,995

1,000

,964

1,000

,925

1,000

,923

Extraction Method: Principal Component Analys is.

.
Reproduced Correlations

Reproduced Correlation

Residuala

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,846

,010

-,041

-,082

-,381

,173

,096

,045

-,470

,093

,041

-,001

-,444

-,455

,932

,920

,878

,866

-,414

,910

,878

,957

,866

,910

,893

-,414

-,381

-,470

,995

-,362
b

,010

,173

,093

-,362

,964

-,041

,096

,041

-,444

,932

,925

-,082

,045

-,001

-,455

,920

,922

,923

-,046

-,098

,008

,008

-,006

,018

-,006

-,011

,006

,002

-,019

,007

-,021

,003

,013

-,009

,001

,012

-,023

-,017

-,046

-,098

-,006

,008

-,011

,007

,008

,006

-,021

-,009

-,006

,002

,003

,001

-,023

,018

-,019

,013

,012

-,017

,922
b

-,052

-,052

Extraction Method: Principal Component Analys is.

a. Residuals are computed between observed and reproduced correlations . There are 2 (9,0%) nonredundant residuals with absolute values greater than 0.05.
b. Reproduced communalities

, , :

. - , 2:

14

 SPSS

, -
.


- 0,05
(9 % < 33 %).
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Factor Analysis: Factor Scores, Save as variables.

, :
FAC1_1 - .
FAC2_1 .
FAC3_1 .

. - , 2:

15

 SPSS

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5.
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( ) FAC1_1 (qualites) FAC1_2 (cheap_drunk)
:
FAC1_1 (qualites) = color + taste + aroma - reput;
FAC1_2 (cheap_drunk) = size + alcohol + cost - reput.
(..
),
reput ,
FAC1_1 FAC1_2.
,
Transform Compute Variable rep = - reputat.

. - , 2:

16

 SPSS

:
Analyze Scale Reliability Analysis
Reliability Analysis
, . , Items
FAC1_1 (qualites)
color, taste, aroma re, FAC1_2 (cheap_drunk)
size, alcohol, cost rep.

Statistics
, .
. - , 2:

17

 SPSS

, Continue
. SPSS .

, 8
( FAC1_1 (qualities) 0,886, FAC1_2 (cheap_drunk) 0,878).
-
Item-Total Statistics,

,
0,7!
8

. - , 2:

18

 SPSS

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, rep
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.
.
:

(qualities, cheap_drunk, reputation)
(quantity).
. ,

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. - , 2:

19