Name : ifa

1A. descriptive statistics (before corrections)

Descriptives

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
PP1 437 1.00 5.00 3.1762 .78902
PP2 437 1.00 5.00 3.4508 .78137
PP3 437 1.00 5.00 3.2197 .80553
PP4 437 1.00 5.00 3.3593 .76416
CS1 437 1.00 5.00 3.3272 .82145
CS2 437 1.00 5.00 3.3089 .76521
CS3 437 1.00 5.00 3.3318 .78531
CS4 437 1.00 5.00 3.1899 .78873
CS5 437 1.00 5.00 3.1693 .87455
MM1 437 1.00 5.00 3.6705 .96087
MM2 437 1.00 5.00 3.3478 1.08485
MM3 437 1.00 30.00 3.1876 1.71114
MM4 437 1.00 5.00 2.8650 1.04161
COO1 437 1.00 5.00 3.0732 .95502
COO2 437 1.00 5.00 3.2449 .94917
COO3 437 1.00 5.00 3.0824 .77966
COO4 437 1.00 5.00 3.1579 .84878
WOM1 437 1.00 5.00 2.9245 1.00287
WOM2 437 1.00 5.00 2.8879 1.02883
WOM3 437 1.00 100.00 2.8078 4.76990
WOM4 437 1.00 5.00 2.5698 1.02394
RI1 437 1.00 5.00 3.0709 .96356
RI2 437 1.00 5.00 2.8581 .96878
RI3 437 1.00 5.00 2.1144 1.03636
RI4 437 1.00 5.00 2.3547 .94094
GENDER 436 1.00 2.00 1.2248 .41791
CITY 437 1.00 4.00 1.9519 .72313
STATUS 437 1.00 3.00 1.9748 .17083
AGE 437 15.00 46.00 20.7140 3.46914
EDU 437 1.00 4.00 1.9634 .32977
SALARY 437 1.00 1000.00 3.8192 47.77246
Name : ifa

Have you heard about 437 1.00 100.00 1.4348 4.74327

Korean beauty products?
Purchased from store? 437 1.00 300.00 3.0275 14.28556
Purchased online? 437 1.00 5.00 1.9222 1.10602
Purchased from TV 437 1.00 4.00 1.2838 .65807
shopping channel?
Valid N (listwise) 436
Name : ifa

Frequency Table

PP1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 13 3.0 3.0 3.0
2.00 51 11.7 11.7 14.6
3.00 233 53.3 53.3 68.0
4.00 126 28.8 28.8 96.8
5.00 14 3.2 3.2 100.0
Total 437 100.0 100.0

PP2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 11 2.5 2.5 2.5
2.00 19 4.3 4.3 6.9
3.00 196 44.9 44.9 51.7
4.00 184 42.1 42.1 93.8
5.00 27 6.2 6.2 100.0
Total 437 100.0 100.0

PP3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 15 3.4 3.4 3.4
2.00 49 11.2 11.2 14.6
3.00 208 47.6 47.6 62.2
4.00 155 35.5 35.5 97.7
5.00 10 2.3 2.3 100.0
Total 437 100.0 100.0
Name : ifa

PP4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 11 2.5 2.5 2.5
2.00 27 6.2 6.2 8.7
3.00 210 48.1 48.1 56.8
4.00 172 39.4 39.4 96.1
5.00 17 3.9 3.9 100.0
Total 437 100.0 100.0

CS1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 15 3.4 3.4 3.4
2.00 33 7.6 7.6 11.0
3.00 204 46.7 46.7 57.7
4.00 164 37.5 37.5 95.2
5.00 21 4.8 4.8 100.0
Total 437 100.0 100.0

CS2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 12 2.7 2.7 2.7
2.00 32 7.3 7.3 10.1
3.00 215 49.2 49.2 59.3
4.00 165 37.8 37.8 97.0
5.00 13 3.0 3.0 100.0
Total 437 100.0 100.0

CS3
Cumulative
Frequency Percent Valid Percent Percent
Name : ifa

Valid 1.00 11 2.5 2.5 2.5

2.00 31 7.1 7.1 9.6
3.00 219 50.1 50.1 59.7
4.00 154 35.2 35.2 95.0
5.00 22 5.0 5.0 100.0
Total 437 100.0 100.0

CS4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 15 3.4 3.4 3.4
2.00 40 9.2 9.2 12.6
3.00 246 56.3 56.3 68.9
4.00 119 27.2 27.2 96.1
5.00 17 3.9 3.9 100.0
Total 437 100.0 100.0

CS5
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 18 4.1 4.1 4.1
2.00 59 13.5 13.5 17.6
3.00 214 49.0 49.0 66.6
4.00 123 28.1 28.1 94.7
5.00 23 5.3 5.3 100.0
Total 437 100.0 100.0

MM1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 13 3.0 3.0 3.0
2.00 30 6.9 6.9 9.8
3.00 129 29.5 29.5 39.4
4.00 181 41.4 41.4 80.8
Name : ifa

5.00 84 19.2 19.2 100.0

Total 437 100.0 100.0

MM2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 31 7.1 7.1 7.1
2.00 51 11.7 11.7 18.8
3.00 153 35.0 35.0 53.8
4.00 139 31.8 31.8 85.6
5.00 63 14.4 14.4 100.0
Total 437 100.0 100.0

MM3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 42 9.6 9.6 9.6
2.00 75 17.2 17.2 26.8
3.00 158 36.2 36.2 62.9
4.00 108 24.7 24.7 87.6
5.00 53 12.1 12.1 99.8
30.00 1 .2 .2 100.0
Total 437 100.0 100.0

MM4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 51 11.7 11.7 11.7
2.00 95 21.7 21.7 33.4
3.00 175 40.0 40.0 73.5
4.00 94 21.5 21.5 95.0
5.00 22 5.0 5.0 100.0
Total 437 100.0 100.0
Name : ifa

COO1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 33 7.6 7.6 7.6
2.00 71 16.2 16.2 23.8
3.00 178 40.7 40.7 64.5
4.00 141 32.3 32.3 96.8
5.00 14 3.2 3.2 100.0
Total 437 100.0 100.0

COO2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 25 5.7 5.7 5.7
2.00 58 13.3 13.3 19.0
3.00 162 37.1 37.1 56.1
4.00 169 38.7 38.7 94.7
5.00 23 5.3 5.3 100.0
Total 437 100.0 100.0

COO3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 22 5.0 5.0 5.0
2.00 39 8.9 8.9 14.0
3.00 268 61.3 61.3 75.3
4.00 97 22.2 22.2 97.5
5.00 11 2.5 2.5 100.0
Total 437 100.0 100.0

COO4
Cumulative
Frequency Percent Valid Percent Percent
Name : ifa

Valid 1.00 22 5.0 5.0 5.0

2.00 49 11.2 11.2 16.2
3.00 217 49.7 49.7 65.9
4.00 136 31.1 31.1 97.0
5.00 13 3.0 3.0 100.0
Total 437 100.0 100.0

WOM1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 43 9.8 9.8 9.8
2.00 85 19.5 19.5 29.3
3.00 194 44.4 44.4 73.7
4.00 92 21.1 21.1 94.7
5.00 23 5.3 5.3 100.0
Total 437 100.0 100.0

WOM2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 48 11.0 11.0 11.0
2.00 95 21.7 21.7 32.7
3.00 171 39.1 39.1 71.9
4.00 104 23.8 23.8 95.7
5.00 19 4.3 4.3 100.0
Total 437 100.0 100.0

WOM3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 78 17.8 17.8 17.8
2.00 110 25.2 25.2 43.0
3.00 173 39.6 39.6 82.6
4.00 65 14.9 14.9 97.5
Name : ifa

5.00 10 2.3 2.3 99.8

100.00 1 .2 .2 100.0
Total 437 100.0 100.0

WOM4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 78 17.8 17.8 17.8
2.00 114 26.1 26.1 43.9
3.00 178 40.7 40.7 84.7
4.00 52 11.9 11.9 96.6
5.00 15 3.4 3.4 100.0
Total 437 100.0 100.0

RI1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 37 8.5 8.5 8.5
2.00 58 13.3 13.3 21.7
3.00 198 45.3 45.3 67.0
4.00 125 28.6 28.6 95.7
5.00 19 4.3 4.3 100.0
Total 437 100.0 100.0

RI2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 44 10.1 10.1 10.1
2.00 91 20.8 20.8 30.9
3.00 202 46.2 46.2 77.1
4.00 83 19.0 19.0 96.1
5.00 17 3.9 3.9 100.0
Total 437 100.0 100.0
Name : ifa

RI3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 153 35.0 35.0 35.0
2.00 132 30.2 30.2 65.2
3.00 109 24.9 24.9 90.2
4.00 35 8.0 8.0 98.2
5.00 8 1.8 1.8 100.0
Total 437 100.0 100.0

RI4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 83 19.0 19.0 19.0
2.00 166 38.0 38.0 57.0
3.00 148 33.9 33.9 90.8
4.00 30 6.9 6.9 97.7
5.00 10 2.3 2.3 100.0
Total 437 100.0 100.0

GENDER
Cumulative
Frequency Percent Valid Percent Percent
Valid Female 338 77.3 77.5 77.5
Male 98 22.4 22.5 100.0
Total 436 99.8 100.0
Missing System 1 .2
Total 437 100.0

CITY
Cumulative
Frequency Percent Valid Percent Percent
Valid North Taiwan 93 21.3 21.3 21.3
Name : ifa

Central Taiwan 304 69.6 69.6 90.8

East Taiwan 8 1.8 1.8 92.7
South Taiwan 32 7.3 7.3 100.0
Total 437 100.0 100.0

STATUS
Cumulative
Frequency Percent Valid Percent Percent
Valid In a relationship?/ married 12 2.7 2.7 2.7
Not in a relationship 424 97.0 97.0 99.8
3.00 1 .2 .2 100.0
Total 437 100.0 100.0

AGE
Cumulative
Frequency Percent Valid Percent Percent
Valid 15.00 1 .2 .2 .2
16.00 1 .2 .2 .5
18.00 62 14.2 14.2 14.6
19.00 116 26.5 26.5 41.2
20.00 97 22.2 22.2 63.4
21.00 65 14.9 14.9 78.3
22.00 40 9.2 9.2 87.4
23.00 13 3.0 3.0 90.4
24.00 11 2.5 2.5 92.9
25.00 5 1.1 1.1 94.1
26.00 6 1.4 1.4 95.4
27.00 2 .5 .5 95.9
28.00 2 .5 .5 96.3
29.00 1 .2 .2 96.6
30.00 2 .5 .5 97.0
32.00 3 .7 .7 97.7
34.00 3 .7 .7 98.4
36.00 2 .5 .5 98.9
37.00 1 .2 .2 99.1
Name : ifa

39.00 1 .2 .2 99.3
40.00 1 .2 .2 99.5
41.00 1 .2 .2 99.8
46.00 1 .2 .2 100.0
Total 437 100.0 100.0

EDU
Cumulative
Frequency Percent Valid Percent Percent
Valid High School or less 31 7.1 7.1 7.1
Undergraduate 392 89.7 89.7 96.8
Graduate 13 3.0 3.0 99.8
Post-Graduate 1 .2 .2 100.0
Total 437 100.0 100.0

SALARY
Cumulative
Frequency Percent Valid Percent Percent
Valid Bellow NT$ 10,000 301 68.9 68.9 68.9
NT$ 10,000-NT$ 19,999 72 16.5 16.5 85.4
NT$ 20,000-NT$ 29,999 36 8.2 8.2 93.6
NT$ 30,000-NT$ 39,999 19 4.3 4.3 97.9
NT$ 40,000 and above 8 1.8 1.8 99.8
1000.00 1 .2 .2 100.0
Total 437 100.0 100.0

Have you heard about Korean beauty products?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 345 78.9 78.9 78.9
No 91 20.8 20.8 99.8
100.00 1 .2 .2 100.0
Total 437 100.0 100.0
Name : ifa

Purchased from store?

Cumulative
Frequency Percent Valid Percent Percent
Valid never 128 29.3 29.3 29.3
rarely 121 27.7 27.7 57.0
sometimes 117 26.8 26.8 83.8
often 48 11.0 11.0 94.7
always 22 5.0 5.0 99.8
300.00 1 .2 .2 100.0
Total 437 100.0 100.0

Purchased online?
Cumulative
Frequency Percent Valid Percent Percent
Valid never 218 49.9 49.9 49.9
rarely 92 21.1 21.1 70.9
sometimes 80 18.3 18.3 89.2
often 37 8.5 8.5 97.7
always 10 2.3 2.3 100.0
Total 437 100.0 100.0

Purchased from TV shopping channel?

Cumulative
Frequency Percent Valid Percent Percent
Valid never 353 80.8 80.8 80.8
rarely 54 12.4 12.4 93.1
sometimes 20 4.6 4.6 97.7
often 10 2.3 2.3 100.0
Total 437 100.0 100.0
Name : ifa

1B. Descriptive Statistics (after corrections) (highlight corrected

answers)

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
PP1 437 1.00 5.00 3.1762 .78902
PP2 437 1.00 5.00 3.4508 .78137
PP3 437 1.00 5.00 3.2197 .80553
PP4 437 1.00 5.00 3.3593 .76416
CS1 437 1.00 5.00 3.3272 .82145
CS2 437 1.00 5.00 3.3089 .76521
CS3 437 1.00 5.00 3.3318 .78531
CS4 437 1.00 5.00 3.1899 .78873
CS5 437 1.00 5.00 3.1693 .87455
MM1 437 1.00 5.00 3.6705 .96087
MM2 437 1.00 5.00 3.3478 1.08485
MM3 437 1.00 5.00 3.1213 1.13389
MM4 437 1.00 5.00 2.8650 1.04161
COO1 437 1.00 5.00 3.0732 .95502
COO2 437 1.00 5.00 3.2449 .94917
COO3 437 1.00 5.00 3.0824 .77966
COO4 437 1.00 5.00 3.1579 .84878
WOM1 437 1.00 5.00 2.9245 1.00287
WOM2 437 1.00 5.00 2.8879 1.02883
WOM3 437 1.00 5.00 2.5812 1.02084
WOM4 437 1.00 5.00 2.5698 1.02394
RI1 437 1.00 5.00 3.0709 .96356
RI2 437 1.00 5.00 2.8581 .96878
RI3 437 1.00 5.00 2.1144 1.03636
RI4 437 1.00 5.00 2.3547 .94094
GENDER 436 1.00 2.00 1.2248 .41791
CITY 437 1.00 4.00 1.9519 .72313
STATUS 437 1.00 2.00 1.9703 .17009
AGE 437 15.00 46.00 20.7140 3.46914
EDU 437 1.00 4.00 1.9634 .32977
SALARY 437 1.00 5.00 1.5332 .94671
Name : ifa

Have you heard about 437 1.00 2.00 1.2082 .40651

Korean beauty products?
Purchased from store? 437 1.00 5.00 2.3432 1.15785
Purchased online? 437 1.00 5.00 1.9222 1.10602
Purchased from TV 437 1.00 4.00 1.2838 .65807
shopping channel?
Valid N (listwise) 436

Frequency Table

PP1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 13 3.0 3.0 3.0
2.00 51 11.7 11.7 14.6
3.00 233 53.3 53.3 68.0
4.00 126 28.8 28.8 96.8
5.00 14 3.2 3.2 100.0
Total 437 100.0 100.0

PP2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 11 2.5 2.5 2.5
2.00 19 4.3 4.3 6.9
3.00 196 44.9 44.9 51.7
4.00 184 42.1 42.1 93.8
5.00 27 6.2 6.2 100.0
Total 437 100.0 100.0

PP3
Name : ifa

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 15 3.4 3.4 3.4
2.00 49 11.2 11.2 14.6
3.00 208 47.6 47.6 62.2
4.00 155 35.5 35.5 97.7
5.00 10 2.3 2.3 100.0
Total 437 100.0 100.0

PP4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 11 2.5 2.5 2.5
2.00 27 6.2 6.2 8.7
3.00 210 48.1 48.1 56.8
4.00 172 39.4 39.4 96.1
5.00 17 3.9 3.9 100.0
Total 437 100.0 100.0

CS1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 15 3.4 3.4 3.4
2.00 33 7.6 7.6 11.0
3.00 204 46.7 46.7 57.7
4.00 164 37.5 37.5 95.2
5.00 21 4.8 4.8 100.0
Total 437 100.0 100.0

CS2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 12 2.7 2.7 2.7
2.00 32 7.3 7.3 10.1
Name : ifa

3.00 215 49.2 49.2 59.3

4.00 165 37.8 37.8 97.0
5.00 13 3.0 3.0 100.0
Total 437 100.0 100.0

CS3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 11 2.5 2.5 2.5
2.00 31 7.1 7.1 9.6
3.00 219 50.1 50.1 59.7
4.00 154 35.2 35.2 95.0
5.00 22 5.0 5.0 100.0
Total 437 100.0 100.0

CS4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 15 3.4 3.4 3.4
2.00 40 9.2 9.2 12.6
3.00 246 56.3 56.3 68.9
4.00 119 27.2 27.2 96.1
5.00 17 3.9 3.9 100.0
Total 437 100.0 100.0

CS5
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 18 4.1 4.1 4.1
2.00 59 13.5 13.5 17.6
3.00 214 49.0 49.0 66.6
4.00 123 28.1 28.1 94.7
5.00 23 5.3 5.3 100.0
Total 437 100.0 100.0
Name : ifa

MM1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 13 3.0 3.0 3.0
2.00 30 6.9 6.9 9.8
3.00 129 29.5 29.5 39.4
4.00 181 41.4 41.4 80.8
5.00 84 19.2 19.2 100.0
Total 437 100.0 100.0

MM2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 31 7.1 7.1 7.1
2.00 51 11.7 11.7 18.8
3.00 153 35.0 35.0 53.8
4.00 139 31.8 31.8 85.6
5.00 63 14.4 14.4 100.0
Total 437 100.0 100.0

MM3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 43 9.8 9.8 9.8
2.00 75 17.2 17.2 27.0
3.00 158 36.2 36.2 63.2
4.00 108 24.7 24.7 87.9
5.00 53 12.1 12.1 100.0
Total 437 100.0 100.0

MM4
Name : ifa

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 51 11.7 11.7 11.7
2.00 95 21.7 21.7 33.4
3.00 175 40.0 40.0 73.5
4.00 94 21.5 21.5 95.0
5.00 22 5.0 5.0 100.0
Total 437 100.0 100.0

COO1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 33 7.6 7.6 7.6
2.00 71 16.2 16.2 23.8
3.00 178 40.7 40.7 64.5
4.00 141 32.3 32.3 96.8
5.00 14 3.2 3.2 100.0
Total 437 100.0 100.0

COO2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 25 5.7 5.7 5.7
2.00 58 13.3 13.3 19.0
3.00 162 37.1 37.1 56.1
4.00 169 38.7 38.7 94.7
5.00 23 5.3 5.3 100.0
Total 437 100.0 100.0

COO3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 22 5.0 5.0 5.0
2.00 39 8.9 8.9 14.0
Name : ifa

3.00 268 61.3 61.3 75.3

4.00 97 22.2 22.2 97.5
5.00 11 2.5 2.5 100.0
Total 437 100.0 100.0

COO4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 22 5.0 5.0 5.0
2.00 49 11.2 11.2 16.2
3.00 217 49.7 49.7 65.9
4.00 136 31.1 31.1 97.0
5.00 13 3.0 3.0 100.0
Total 437 100.0 100.0

WOM1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 43 9.8 9.8 9.8
2.00 85 19.5 19.5 29.3
3.00 194 44.4 44.4 73.7
4.00 92 21.1 21.1 94.7
5.00 23 5.3 5.3 100.0
Total 437 100.0 100.0

WOM2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 48 11.0 11.0 11.0
2.00 95 21.7 21.7 32.7
3.00 171 39.1 39.1 71.9
4.00 104 23.8 23.8 95.7
5.00 19 4.3 4.3 100.0
Total 437 100.0 100.0
Name : ifa

WOM3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 79 18.1 18.1 18.1
2.00 110 25.2 25.2 43.2
3.00 173 39.6 39.6 82.8
4.00 65 14.9 14.9 97.7
5.00 10 2.3 2.3 100.0
Total 437 100.0 100.0

WOM4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 78 17.8 17.8 17.8
2.00 114 26.1 26.1 43.9
3.00 178 40.7 40.7 84.7
4.00 52 11.9 11.9 96.6
5.00 15 3.4 3.4 100.0
Total 437 100.0 100.0

RI1
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 37 8.5 8.5 8.5
2.00 58 13.3 13.3 21.7
3.00 198 45.3 45.3 67.0
4.00 125 28.6 28.6 95.7
5.00 19 4.3 4.3 100.0
Total 437 100.0 100.0

RI2
Name : ifa

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 44 10.1 10.1 10.1
2.00 91 20.8 20.8 30.9
3.00 202 46.2 46.2 77.1
4.00 83 19.0 19.0 96.1
5.00 17 3.9 3.9 100.0
Total 437 100.0 100.0

RI3
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 153 35.0 35.0 35.0
2.00 132 30.2 30.2 65.2
3.00 109 24.9 24.9 90.2
4.00 35 8.0 8.0 98.2
5.00 8 1.8 1.8 100.0
Total 437 100.0 100.0

RI4
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 83 19.0 19.0 19.0
2.00 166 38.0 38.0 57.0
3.00 148 33.9 33.9 90.8
4.00 30 6.9 6.9 97.7
5.00 10 2.3 2.3 100.0
Total 437 100.0 100.0

GENDER
Cumulative
Frequency Percent Valid Percent Percent
Valid Female 338 77.3 77.5 77.5
Male 98 22.4 22.5 100.0
Name : ifa

Total 436 99.8 100.0

Missing System 1 .2
Total 437 100.0

CITY
Cumulative
Frequency Percent Valid Percent Percent
Valid North Taiwan 93 21.3 21.3 21.3
Central Taiwan 304 69.6 69.6 90.8
East Taiwan 8 1.8 1.8 92.7
South Taiwan 32 7.3 7.3 100.0
Total 437 100.0 100.0

STATUS
Cumulative
Frequency Percent Valid Percent Percent
Valid In a relationship?/ married 13 3.0 3.0 3.0
Not in a relationship 424 97.0 97.0 100.0
Total 437 100.0 100.0

AGE
Cumulative
Frequency Percent Valid Percent Percent
Valid 15.00 1 .2 .2 .2
16.00 1 .2 .2 .5
18.00 62 14.2 14.2 14.6
19.00 116 26.5 26.5 41.2
20.00 97 22.2 22.2 63.4
21.00 65 14.9 14.9 78.3
22.00 40 9.2 9.2 87.4
23.00 13 3.0 3.0 90.4
24.00 11 2.5 2.5 92.9
25.00 5 1.1 1.1 94.1
26.00 6 1.4 1.4 95.4
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27.00 2 .5 .5 95.9
28.00 2 .5 .5 96.3
29.00 1 .2 .2 96.6
30.00 2 .5 .5 97.0
32.00 3 .7 .7 97.7
34.00 3 .7 .7 98.4
36.00 2 .5 .5 98.9
37.00 1 .2 .2 99.1
39.00 1 .2 .2 99.3
40.00 1 .2 .2 99.5
41.00 1 .2 .2 99.8
46.00 1 .2 .2 100.0
Total 437 100.0 100.0

EDU
Cumulative
Frequency Percent Valid Percent Percent
Valid High School or less 31 7.1 7.1 7.1
Undergraduate 392 89.7 89.7 96.8
Graduate 13 3.0 3.0 99.8
Post-Graduate 1 .2 .2 100.0
Total 437 100.0 100.0

SALARY
Cumulative
Frequency Percent Valid Percent Percent
Valid Bellow NT$ 10,000 302 69.1 69.1 69.1
NT$ 10,000-NT$ 19,999 72 16.5 16.5 85.6
NT$ 20,000-NT$ 29,999 36 8.2 8.2 93.8
NT$ 30,000-NT$ 39,999 19 4.3 4.3 98.2
NT$ 40,000 and above 8 1.8 1.8 100.0
Total 437 100.0 100.0

Have you heard about Korean beauty products?

Name : ifa

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 346 79.2 79.2 79.2
No 91 20.8 20.8 100.0
Total 437 100.0 100.0

Purchased from store?

Cumulative
Frequency Percent Valid Percent Percent
Valid never 129 29.5 29.5 29.5
rarely 121 27.7 27.7 57.2
sometimes 117 26.8 26.8 84.0
often 48 11.0 11.0 95.0
always 22 5.0 5.0 100.0
Total 437 100.0 100.0

Purchased online?
Cumulative
Frequency Percent Valid Percent Percent
Valid never 218 49.9 49.9 49.9
rarely 92 21.1 21.1 70.9
sometimes 80 18.3 18.3 89.2
often 37 8.5 8.5 97.7
always 10 2.3 2.3 100.0
Total 437 100.0 100.0

Purchased from TV shopping channel?

Cumulative
Frequency Percent Valid Percent Percent
Valid never 353 80.8 80.8 80.8
rarely 54 12.4 12.4 93.1
sometimes 20 4.6 4.6 97.7
often 10 2.3 2.3 100.0
Total 437 100.0 100.0
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2. Demographic of Respondents
Profile Categories Frequency Percentage (%)
Gender Female 338 77.3
Male 98 22.4
Total 436 99.8

Place North Taiwan 93 21.3

Central Taiwan 304 69.6
East Taiwan 8 1.8
South Taiwan 32 7.3
Total 437 100.0

Status In a relationship/ married 13 3.0

Not in a relationship 424 97.0
Total 437 100.0

Age Less than 20 180 41.2

20-24 226 51.7
25-30 18 4.1
Above 30 13 3.0
Total 437 100.0

Education High School or less 31 7.1

Undergraduate 392 89.7
Graduate 13 3.0
Post-Graduate 1 0.2
Total 437 100.0

Income Bellow NT$ 10,000 302 69.1

NT$ 10,000- NT$19,999 72 16.5
NT$ 20,000- NT$29,999 36 8.2
NT$ 30,000- NT$ 39,999 19 4.3
NT$ 40,000 and above 8 1.8
Total 437 100.0

Knowledge of Yes 346 79.2

Korean Beauty No 91 20.8
Products Total 437 100.0

Purchasing Details
Purchase Actual physical store Online shopping TV shopping
Details Frequency % Frequency % Frequency %
Never 129 29.5 218 49.9 353 80.8
Rarely 121 27.7 92 21.1 54 12.4
Sometimes 117 26.8 80 18.3 20 4.6
Often 48 11.0 37 8.5 10 2.3
Always 22 5.0 10 2.3 0 0
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3. Factor analysis

Descriptive Statistics
Mean Std. Deviation KMO
PP1 3.1762 .78902 0,792
PP2 3.4508 .78137
PP3 3.2197 .80553
PP4 3.3593 .76416
CS1 3.3272 .82145 0,832
CS2 3.3089 .76521
CS3 3.3318 .78531
CS4 3.1899 .78873
CS5 3.1693 .87455
MM1 3.6705 .96087 0,793
MM2 3.3478 1.08485
MM3 3.1213 1.13389
MM4 2.8650 1.04161
COO1 3.0732 .95502 0,753
COO2 3.2449 .94917
COO3 3.0824 .77966
COO4 3.1579 .84878
WOM1 2.9245 1.00287 0,763
WOM2 2.8879 1.02883
WOM3 2.5812 1.02084
WOM4 2.5698 1.02394
RI1 3.0709 .96356 0,549
RI2 2.8581 .96878
RI3 2.1144 1.03636
RI4 2.3547 .94094
Total 0,931

Communalities
Initial Extraction
PP1 1.000 .588
PP2 1.000 .505
PP3 1.000 .616
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PP4 1.000 .661

CS1 1.000 .674
CS2 1.000 .677
CS3 1.000 .731
CS4 1.000 .540
CS5 1.000 .796
MM1 1.000 .678
MM2 1.000 .805
MM3 1.000 .761
MM4 1.000 .606
COO1 1.000 .512
COO2 1.000 .616
COO3 1.000 .608
COO4 1.000 .683
WOM1 1.000 .659
WOM2 1.000 .736
WOM3 1.000 .830
WOM4 1.000 .834
RI1 1.000 .716
RI2 1.000 .727
RI3 1.000 .724
RI4 1.000 .259
Extraction Method: Principal Component
Analysis.

Tabel diatas menunjukkan seberapa besar variabel dapat menjelaskan factor, dimana PP1
memiliki nilai 0,588 yang artinya indicator perceived price dapat menjelaskan fakor sebesar
58.8%. Penjelasan ini berlaku untuk data selanjutnya.

Exploratory Factor Analysis

Factor loading
Component Matrixa
Component
1 2 3 4 5
PP1 .590 -.430 .022 -.068 .224
PP2 .522 -.388 .175 -.215 .073
PP3 .615 -.438 .088 -.114 .161
PP4 .635 -.499 -.006 -.061 -.064
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CS1 .720 -.387 .024 -.066 .012

CS2 .684 -.450 -.004 -.067 -.048
CS3 .719 -.429 .089 -.104 -.105
CS4 .680 -.188 .025 -.199 -.033
CS5 .101 -.158 .328 .751 .301
MM1 .556 .285 .535 -.027 .008
MM2 .561 .413 .539 -.126 .112
MM3 .509 .383 .554 -.192 .112
MM4 .651 .330 .168 -.171 .125
COO1 .557 .231 .063 .143 -.353
COO2 .597 .234 .078 .115 -.430
COO3 .647 .138 -.109 .030 -.397
COO4 .701 .143 -.045 .169 -.375
WOM1 .755 .103 -.174 .217 .035
WOM2 .794 .132 -.188 .193 .128
WOM3 .769 .231 -.355 .089 .227
WOM4 .753 .269 -.380 .032 .220
RI1 .806 -.037 -.100 .234 .035
RI2 .809 .116 -.197 .109 .088
RI3 .408 .408 -.413 -.461 .090
RI4 .081 .377 -.064 -.012 .327
Extraction Method: Principal Component Analysis.
a. 5 components extracted.

Rotated Component Matrixa

Component
1 2 3 4 5
PP1 .725 .221 .000 .078 .089
PP2 .681 .018 .038 .197 -.035
PP3 .755 .154 .041 .132 .057
PP4 .774 .079 .235 -.016 .024
CS1 .755 .188 .240 .104 .028
CS2 .770 .129 .256 .029 .014
CS3 .787 .067 .305 .120 -.005
CS4 .608 .202 .259 .207 -.140
CS5 .068 .078 -.011 .079 .883
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MM1 .185 .090 .289 .735 .107

MM2 .125 .182 .209 .844 .023
MM3 .130 .127 .155 .839 -.024
MM4 .226 .399 .237 .570 -.125
COO1 .119 .161 .642 .243 .010
COO2 .141 .129 .714 .263 -.030
COO3 .251 .225 .678 .122 -.142
COO4 .258 .250 .727 .160 .006
WOM1 .340 .557 .450 .129 .119
WOM2 .355 .642 .397 .168 .111
WOM3 .287 .797 .310 .125 -.032
WOM4 .259 .806 .300 .130 -.100
RI1 .477 .490 .444 .132 .186
RI2 .391 .614 .407 .173 .027
RI3 .034 .567 .112 .150 -.605
RI4 -.198 .393 -.128 .220 -.021
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Compone % of Cumulative % of Cumulative % of Cumulative
nt Total Variance % Total Variance % Total Variance %
1 10.096 40.385 40.385 10.096 40.385 40.385 5.407 21.629 21.629
2 2.507 10.026 50.412 2.507 10.026 50.412 3.654 14.617 36.246
3 1.651 6.604 57.016 1.651 6.604 57.016 3.396 13.585 49.831
4 1.208 4.831 61.847 1.208 4.831 61.847 2.783 11.133 60.964
5 1.081 4.324 66.171 1.081 4.324 66.171 1.302 5.207 66.171
6 .989 3.958 70.128
7 .822 3.287 73.416
8 .724 2.896 76.312
9 .602 2.407 78.718
10 .567 2.270 80.988
11 .499 1.994 82.982
12 .437 1.746 84.728
13 .426 1.703 86.431
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14 .417 1.669 88.100

15 .404 1.616 89.716
16 .376 1.505 91.221
17 .352 1.409 92.630
18 .325 1.300 93.930
19 .299 1.197 95.128
20 .261 1.044 96.171
21 .259 1.034 97.205
22 .218 .871 98.077
23 .200 .800 98.876
24 .178 .713 99.589
25 .103 .411 100.000
Extraction Method: Principal Component Analysis.
Name : ifa

4. Reliability Table
A
Variables Cronbach’s Alpha (α) Number of Items
PP 0.824 4
COO 0.798 4
MM 0.716 4
CS 0.769 5
WOM 0.301 4
RI 0.625 4

B
Reliability of Each Variables (N= 437)
Variables Cronbach’s Alpha (α) Number of Items
PP 0.824 4
COO 0.798 4
MM 0.851 4
CS 0.769 5
WOM 0.914 4
RI 0.625 4
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5. Correlation Table

M M M M CO CO CO CO WO WO WO WO
  PP1 PP2 PP3 PP4 CS1 CS2 CS3 CS4 CS5 M1 M2 M3 M4 O1 O2 O3 O4 M1 M2 M3 M4 RI1 RI2 RI3 RI4
PP1 . - - - - 0.0 - - - 0.02 0.01 0.09 - - - 0.04 0.08 - 0.126 - - 0.0 - 0.0 -
917 0.3 0.2 0.0 0.1 19 0.0 0.0 0.1 9 4 5 0.08 0.05 0.05 9 1 0.035 0.084 0.035 62 0.1 35 0.01
a
36 52 96 05 38 64 36 8 3 4 11 1
PP2 - . - - - - - - 0.0 - - - 0.11 0.04 - - 0.00 - - 0.024 - - 0.0 - 0.13
0.3 926 0.1 0.0 0.0 0.0 0.0 0.0 84 0.07 0.06 0.05 3 3 0.01 0.02 4 0.015 0.079 0.007 0.0 88 0.0 0
a
36 12 80 13 21 40 40 9 0 8 4 6 12 10
PP3 - - . - - - - 0.0 - 0.12 - - - 0.01 0.06 - 0.03 0.018 - 0.050 - - 0.0 0.0 -
0.2 0.1 938 0.2 0.0 0.0 0.1 33 0.0 8 0.06 0.05 0.08 7 4 0.06 9 0.045 0.038 0.0 76 12 0.04
a
52 12 69 58 20 26 43 8 5 3 5 87 9
PP4 - - - . 0.0 - - - 0.0 - 0.10 0.00 0.07 - 0.06 - - - 0.040 - 0.069 - - 0.0 0.02
0.0 0.0 0.2 943 27 0.2 0.1 0.0 03 0.07 3 8 2 0.04 5 0.11 0.03 0.009 0.067 0.0 0.0 03 6
a
96 80 69 33 78 19 6 7 2 5 40 51
CS1 - - - 0.0 . - - - 0.0 - 0.09 - - 0.01 0.03 0.01 - 0.008 - 0.003 - - - 0.0 -
0.1 0.0 0.0 27 953 0.3 0.2 0.1 00 0.02 0 0.08 0.01 7 8 4 0.04 0.070 0.024 0.0 0.0 45 0.00
a
05 13 58 09 81 30 8 6 2 3 29 36 4
CS2 0.0 - - - - . - - 0.0 0.03 0.05 0.02 - - 0.00 0.04 0.00 - 0.030 - 0.013 - - 0.0 0.04
19 0.0 0.0 0.2 0.3 948 0.2 0.1 04 5 0 3 0.10 0.02 6 0 8 0.055 0.020 0.0 0.0 46 0
a
21 20 33 09 06 31 5 8 62 12
CS3 - - - - - - . - 0.0 0.00 - 0.02 0.02 0.05 - 0.05 - - 0.011 0.090 0.030 - - - 0.03
0.0 0.0 0.1 0.1 0.2 0.2 947 0.1 51 6 0.07 9 6 7 0.11 7 0.10 0.014 0.1 0.0 0.0 0
a
38 40 26 78 81 06 77 4 0 7 20 40 09
CS4 - - 0.0 - - - - . 0.0 - 0.02 - - 0.01 - - 0.00 0.088 - - 0.039 0.0 - - -
0.0 0.0 33 0.0 0.1 0.1 0.1 969 38 0.08 2 0.03 0.02 8 0.02 0.07 9 0.131 0.050 57 0.0 0.0 0.01
a
64 40 19 30 31 77 8 9 3 5 5 45 82 0
CS5 - 0.0 - 0.0 0.0 0.0 0.0 0.0 . - - - 0.03 0.03 0.02 0.02 - - - - 0.075 - - 0.3 -
0.1 84 0.0 03 00 04 51 38 590 0.00 0.05 0.01 1 2 1 4 0.05 0.005 0.067 0.043 0.0 0.0 13 0.09
a
36 43 9 8 8 1 80 42 0
MM1 0.0 - 0.1 - - 0.0 0.0 - - . - - - - - 0.12 - 0.013 - 0.105 - - 0.0 0.0 -
29 0.0 28 0.0 0.0 35 06 0.0 0.0 911a 0.38 0.07 0.14 0.07 0.07 0 0.07 0.065 0.011 0.1 08 71 0.03
79 76 28 88 09 9 3 2 5 0 2 44 1
MM2 0.0 - - 0.1 0.0 0.0 - 0.0 - - . - - 0.06 0.00 - - 0.055 - - 0.013 0.0 - 0.0 0.01
14 0.0 0.0 03 90 50 0.0 22 0.0 0.38 863a 0.51 0.13 3 5 0.11 0.02 0.023 0.074 31 0.0 03 2
60 68 74 58 9 8 2 9 9 50
MM3 0.0 - - 0.0 - 0.0 0.0 - - - - . - - - 0.04 0.01 - 0.064 0.044 - - 0.0 - -
95 0.0 0.0 08 0.0 23 29 0.0 0.0 0.07 0.51 882a 0.16 0.09 0.02 4 5 0.043 0.010 0.0 14 0.0 0.06
58 55 86 39 18 3 8 1 3 4 16 43 5
MM4 - 0.1 - 0.0 - - 0.0 - 0.0 - - - . - - - 0.03 - - - - 0.1 - - 0.01
0.0 13 0.0 72 0.0 0.1 26 0.0 31 0.14 0.13 0.16 958a 0.07 0.04 0.03 3 0.075 0.052 0.063 0.023 24 0.0 0.1 5
88 83 12 05 23 2 2 1 9 7 0 63 30
COO - 0.0 0.0 - 0.0 - 0.0 0.0 0.0 - 0.06 - - .951a - - - - 0.018 - 0.016 - 0.0 0.0 -
1 0.0 43 17 0.0 17 0.0 57 18 32 0.07 3 0.09 0.07 0.28 0.03 0.09 0.046 0.040 0.0 03 16 0.03
53 47 28 5 3 9 8 3 1 83 7
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COO - - 0.0 0.0 0.0 0.0 - - 0.0 - 0.00 - - - .944a - - - - - 0.060 0.0 0.0 - -
2 0.0 0.0 64 65 38 06 0.1 0.0 21 0.07 5 0.02 0.04 0.28 0.14 0.16 0.066 0.081 0.010 27 05 0.0 0.09
54 14 10 25 0 4 7 8 8 1 05 2
COO 0.0 - - - 0.0 0.0 0.0 - 0.0 0.12 - 0.04 - - - .923a - 0.024 - - 0.043 0.0 - - 0.10
3 49 0.0 0.0 0.1 14 40 57 0.0 24 0 0.11 4 0.03 0.03 0.14 0.40 0.010 0.020 16 0.1 0.1 0
26 65 12 75 9 0 3 8 8 75 11
COO 0.0 0.0 0.0 - - 0.0 - 0.0 - - - 0.01 0.03 - - - .940a - 0.087 - - - 0.0 0.0 -
4 81 04 39 0.0 0.0 08 0.1 09 0.0 0.07 0.02 5 3 0.09 0.16 0.40 0.106 0.001 0.126 0.0 26 38 0.03
35 43 07 51 2 9 1 1 8 90 0
WO - - 0.0 - 0.0 - - 0.0 - 0.01 0.05 - - - - 0.02 - .945a - 0.056 - - - - 0.05
M1 0.0 0.0 18 0.0 08 0.0 0.0 88 0.0 3 5 0.04 0.07 0.04 0.06 4 0.10 0.479 0.080 0.1 0.0 0.0 0
35 15 09 55 14 05 3 5 6 6 6 00 59 06
WO 0.1 - - 0.0 - 0.0 0.0 - - - - 0.06 - 0.01 - - 0.08 - .939a - - - - 0.0 0.03
M2 26 0.0 0.0 40 0.0 30 11 0.1 0.0 0.06 0.02 4 0.05 8 0.08 0.01 7 0.479 0.139 0.145 0.1 0.0 53 6
79 45 70 31 67 5 3 2 1 0 01 76
WO - 0.0 0.0 - 0.0 - 0.0 - - 0.10 - 0.04 - - - - - 0.056 - .906a - - - - -
M3 0.0 24 50 0.0 03 0.0 90 0.0 0.0 5 0.07 4 0.06 0.04 0.01 0.02 0.00 0.139 0.669 0.1 0.0 0.0 0.09
84 67 20 50 43 4 3 0 0 0 1 80 42 32 1
WO - - - 0.0 - 0.0 0.0 0.0 0.0 - 0.01 - - 0.01 0.06 0.04 - - - - .902a 0.0 - - 0.03
M4 0.0 0.0 0.0 69 0.0 13 30 39 75 0.01 3 0.01 0.02 6 0 3 0.12 0.080 0.145 0.669 24 0.0 0.2 1
35 07 38 24 1 0 3 6 98 12
RI1 0.0 - - - - - - 0.0 - - 0.03 - 0.12 - 0.02 0.01 - - - - 0.024 . - 0.0 0.07
62 0.0 0.0 0.0 0.0 0.0 0.1 57 0.0 0.14 1 0.01 4 0.08 7 6 0.09 0.100 0.101 0.180 954 0.3 69 9
a
12 87 40 29 62 20 80 4 6 3 0 41
RI2 - 0.0 0.0 - - - - - - 0.00 - 0.01 - 0.00 0.00 - 0.02 - - - - - . - -
0.1 88 76 0.0 0.0 0.0 0.0 0.0 0.0 8 0.05 4 0.06 3 5 0.17 6 0.059 0.076 0.042 0.098 0.3 961 0.1 0.10
a
11 51 36 12 40 45 42 0 3 5 41 19 5
RI3 0.0 - 0.0 0.0 0.0 0.0 - - 0.3 0.07 0.00 - - 0.01 - - 0.03 - 0.053 - - 0.0 - . -
35 0.0 12 03 45 46 0.0 0.0 13 1 3 0.04 0.13 6 0.00 0.11 8 0.006 0.032 0.212 69 0.1 880 0.16
a
10 09 82 3 0 5 1 19 0
RI4 - 0.1 - 0.0 - 0.0 0.0 - - - 0.01 - 0.01 - - 0.10 - 0.050 0.036 - 0.031 0.0 - - .
0.0 30 0.0 26 0.0 40 30 0.0 0.0 0.03 2 0.06 5 0.03 0.09 0 0.03 0.091 79 0.1 0.1 672a
11 49 04 10 90 1 5 7 2 0 05 60
                                                   
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6. Research Model
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7. Hypotheses Testing (highlight NS answers)

The Result of Regression Weights based on MLE
Hypothesis Path β VIF
H1 PP ⇒ RI -0.005± 0.908NS 2.085
H2 PP ⇒ CS 0.700± 0.000*** 1.217
H3 PP ⇒ WOM 0.336± 0.000*** 1.240
H4 COO ⇒ CS 0.248± 0.000*** 1.217
H5 COO ⇒ RI 0.157± 0.000*** 1.936
H6 COO ⇒ WOM 0.546± 0.000*** 1.558
H7 MM ⇒ WOM 0.218± 0.000*** 1.440
H8 MM ⇒ RI 0.084± 0.004** 1.539
H9 CS ⇒ RI 0.026± 0.551NS 2.352
H10 WOM ⇒ RI 0.421± 0.000*** 2.015
(*P<0.05; **P<0.01; ***P<0.001, NS=Not Significant)
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8. Mediation Testing (highlight No Mediation answers)

 What can you say about the mediators?

 Use your knowledge, presented material, and outside material to
complete the table below.
 The table is JUST a sample.
 Feel free to add any number of rows
Path Total(c) Direct(c') Indirect(ab Mediation (Full/Partial/None)
)
IVMVDV

Path Total(c) Direct(c') Indirect(ab Mediation (Full/Partial/None)

)
PPCSRI