Exploratory Factor Analysis Using Varimax Rotation Essay

Exploratory factor analyses using Varimax rotation were conducted on each of the multiple-item scales, including the exogenous constructs ( information quality, entertainment, interactivity and vividness) and endogenous constructs (cognitive engagement, affective engagement, behavioral engagement and the outcomes of this engagement-loyalty and e-WOM) as a way to refine the measures in the study. Exploratory factor analysis was conducted prior to testing the full model to identify items with poor psychometric properties and to purify the measurement model for future testing (Anderson Gerbing, 1988). A priori designations for each of the proposed antecedents of engagement (information quality, entertainment, interactivity and vividness), for loyalty, and for e-wom were employed in the analyses, given that they have been confirmed in previous studies (Mollen Wilson, 2009; O’Brien Toms, 2008; Shang et al., 2006; Shukla, 2009 ). Eigenvalues larger than one and scree plots were analyzed to assist in determining the number of factors for each construct. Additionally, the strength of factor loadings as well as face validity were analyzed to further assist in determining the items to be included for each exogenous and endogenous variables. The coefficient reliability analysis revealed that all the scales consisting of more than two items exceeded the recommended Cronbach‟s alpha benchmark of 0.70 (Nunnally, 1978). 4.4 Exploratory Factor Analysis of Exogenous Constructs 4.4.1Show MoreRelatedThe Extraction Of Factors And Factors941 Words   |  4 PagesThe extraction of factors helps to determine the loading of factors. The factor loading matrix is shown below and is estimated with two common factors. The first column of the matrix depicts the first unrotated factor and it can be analysed that the first factor puts maximum and approximately equal weights to the first, second and fifth variable. 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