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

 
RESULTS 
Scale Development 
Exploratory Factor Analysis (EFA) was employed to identify underlying dimensions of an experience and 
to reduce a large number of variables to a smaller number - in other words, scale refinement. The 126 items were 
first analyzed using Principal Components Analysis with Varimax Rotation over the 198 responses (i.e. First-split 
sample). Seven factors were identified by using Kaiser’s (1960) criterion (eigenvalues greater than 1.0) (Kaiser, 
1960) and Cattell (1966)’s scree test. The items were deleted, based on the following suggested statistical criteria 
(e.g., Hatcher, 1994; Tabachnick and Fidell, 1997) : an average corrected item-to-total correlation below .35, an 
average inter-item correlation below .2, factor loadings below .45., cross-loading greater than 0.4 , and reliability 
score below .70. These seven factors, composing of 39 items explained 59% of the variances. Findings from EFA 
indicate that seven dimensions are important in an economic experience. These dimensions are labeled as Sales 
environment (14 items:
α
=.91), Driving Benefit (6 items: 
α
=.79), Shopping Convenience (5 items: 
α
=.80), 
Accessibility (5 items: 
α
=.84), Utility (4 items: 
α
=.70), Incentive (3 items: 
α
=.77), and Brand Trust (2 items: 
α
=.84). 
These seven dimensions are consistent with the findings of previous study, conducted by Knutson et al. (2007), 
when they used the total sample of 397.