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The KMO measure yielded factors above .700 falling in the good range signifying that factor analysis should yield distinct and reliable factors. The Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets equals and exceeds .780 and is thus good for subsequent analytical scrutiny.
TABLE 6: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR INVOLVEMENT Influence 5
Adequacy: Kaiser-Meyer-Olkin Sphericity: Bartlett's Test Reliability: Cronbach Alpha
.670 .000 .696
Involvement (INV) Toothpaste
.830 .851 .703 .498 54%
Component Matrix Coffee .818 .840 .695 .540 54%
0.998 0.99
.675 .000 .700
.667 .000 .706
In influence 5 (Involvement), one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The Pearson correlation coefficients show that a very high correlation exists (>0.990) between all three the influences identified. The coefficients for toothpaste, coffee and bread as consumer products are identical with regard to involvement. The three products can certainly be treated as a single entity.
The KMO measure yielded factors above .66 falling in the good range signifying that factor analysis should yield distinct and reliable factors. The Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets equals and exceeds .690 and is thus sufficient for subsequent analytical scrutiny.
TABLE 7: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR PERCEIVED VALUE Influence 6