Factor Analysis

Reliable Statistic
Brand name

Reliability Statistics

Cronbach's N of Items
Alpha

.786 5

The alpha coefficient for the 5 items of Brand Name is .839 which is larger than 0.7, the items
have relatively high internal consistency and they are accepted to use.

Product Quality

Reliability Statistics

Cronbach's N of Items
Alpha

.733 5

The alpha coefficient for the 5 items of Product Quality is .733 which is larger than 0.7, the items
have relatively high internal consistency and they are accepted to use.

Price

Reliability Statistics

Cronbach's N of Items
Alpha

.269 5

The alpha coefficient for the 5 items of Price is .269 which is smaller than 0.7, the items are not
accepted to use.

Promotion

Reliability Statistics
 Cronbach's N of Items
Alpha

.835 5

The alpha coefficient for the 5 items of Promotion is .835 which is larger than 0.7, the items have
relatively high internal consistency and they are good to use.

Service Quality

Reliability Statistics

Cronbach's N of Items
Alpha

.917 8

The alpha coefficient for the 8 items of Service Quality is .917 which is larger than 0.7, the items
have relatively high internal consistency and they are good to use.

Design

Reliability Statistics

Cronbach's N of Items
Alpha

.833 4

The alpha coefficient for the 4 items of Design is .833 which is larger than 0.7, the items have
relatively high internal consistency and they are accepted to use.

Store Environment

Reliability Statistics

Cronbach's N of Items
Alpha

.935 7

The alpha coefficient for the 7 items of Brand Name is .935 which is larger than 0.7, the items
have relatively high internal consistency and they are good to use.
Customer Satisfaction

Reliability Statistics

Cronbach's N of Items
Alpha

.781 6

The alpha coefficient for the 6 items of Brand Name is .781 which is larger than 0.7, the items
have relatively high internal consistency and they are accepted to use.

Total Variance Explained

Factor Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums

of Squared
Loadingsa

Total % of Variance Cumulative % Total % of Variance Cumulative % Total

1 12.437 31.091 31.091 12.067 30.167 30.167 9.796

2 3.299 8.247 39.338 2.942 7.354 37.521 8.267
3 2.802 7.004 46.342 2.310 5.776 43.297 7.519
4 2.188 5.471 51.813 1.774 4.435 47.732 5.108
5 1.962 4.905 56.719 1.600 4.000 51.732 2.309
6 1.522 3.806 60.524 1.115 2.788 54.519 7.950
7 1.441 3.604 64.128 1.002 2.506 57.025 2.739
8 1.148 2.870 66.998 .736 1.839 58.865 2.604
9 .981 2.453 69.451
10 .929 2.323 71.775
11 .837 2.092 73.867
12 .758 1.895 75.762
13 .737 1.843 77.605
14 .677 1.693 79.299
15 .629 1.573 80.872
16 .617 1.542 82.414
17 .597 1.493 83.908
18 .557 1.393 85.301
19 .493 1.232 86.533
20 .474 1.186 87.719
21 .446 1.114 88.833
22 .431 1.077 89.910
23 .395 .988 90.898
24 .367 .916 91.814
25 .346 .865 92.679
26 .317 .793 93.472
27 .306 .765 94.237
28 .276 .690 94.927
29 .240 .600 95.528
30 .229 .572 96.099
31 .217 .541 96.641
32 .206 .515 97.156
33 .202 .505 97.661
34 .174 .435 98.096
35 .169 .422 98.518
36 .150 .374 98.892
37 .130 .324 99.216
38 .121 .302 99.518
39 .102 .255 99.773
40 .091 .227 100.000

Extraction Method: Principal Axis Factoring.

a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.

From the table, there are 8 components (respectively 1 to 8) having total eigenvalues higher than

1. We can say that 8 key factors that best represent the characteristics for 40 attributes. However,

we expect the total variance explained will be larger 50%. Thus, EFA model is suitable.

If there is only 1 factor, it will be explaining 30.167% of variation. If there are 5 factors, it will

be explaining 51.732% of variation. There are 8 underlying factors because their Eigenvalues are

higher than 1. These factors can explain 58.865% of variability of all variables.
 Pattern Matrixa

Factor

1 2 3 4 5 6 7 8

BR1 .631
BR2 .708
BR3 .720
BR4
BR5 .858
PQ1
PQ2
PQ3
PQ4 .775
PQ5
PM1 .924
PM2 .886
PM3
PM4
PM5
SE1 .796
SE2 .852
SE3 .793
SE4 .936
SE5 .866
SE6 .781
SE7 .739
SQ1 .690
SQ2 .822
SQ3 .864
SQ4 .958
SQ5 .712
SQ6 .780
SQ7 .699
SQ8 .565
D1 .863
D2 .840
D3 .512
D4 .659
SAT1 .531
SAT2 .614
SAT3
SAT4
SAT5 .747
SAT6 .671

Extraction Method: Principal Axis Factoring.

Rotation Method: Promax with Kaiser Normalization.
a. Rotation converged in 7 iterations.

From the table, we can see there is not strong correlation in BR, PQ and PM (about SAT3 and
SAT4 are the same column with other indicators so the correlation is not strong for SAT, so
SAT3 and SAT4 are eliminated) due to different indicators in the same column these variables
and items will be eliminated.