Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Factor 1. Sales environment
V3 The product/service environment should be fun 
.748* 
- 
V4 The environment of a product/ service should provide sensory stimulation 
.725* 
9.25 
V7 The product/service environment should motivate me 
.630* 
8.52 
V8 Atmosphere is an important element when interacting with a product/service 
.754* 
10.16 
V9 Music enhances my interaction with the product/services 
.572* 
7.47 
V10 Product/service presentation must be very interactive 
.583* 
7.75 
V11 I feel more comfortable if a product/ service is shown in a realistic setting 
.627* 
8.19 
Dropped variables: V1, V2, V5, V6, V12, V13, V14