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

Factor 2. Driving benefit
V15 Understanding how to use a product/service is important to me 
.745* 
- 
V16 Consistency in product/service performance makes me more confident 
.833* 
9.95 
V17 I must benefit from the product/service I use 
.530* 
6.90 
V20 A product/service should be safe to use. 
.682* 
8.54 
Dropped variables: V18, V19 
Factor 3. Shopping convenience
V21 The less time it takes to shop, the more likely I am to buy that 
product/service again 
.873* 1 
V22 The less time it takes to shop, the more likely I am to visit that store (web-
based or otherwise) again 
.845* 12.57 
V23 The entire shopping process should be fast 
.599* 
8.37 
Dropped variables: V24, V25