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The test results show that the observed variables all have appropriate total variable correlation coefficients (≥ 0.3). Cronbach's Alpha coefficient = 0.910 ≥ 0.6, so it meets the reliability requirements.
- Tangible media factor
The test results show that the observed variables all have appropriate total variable correlation coefficients (≥ 0.3). Cronbach's Alpha coefficient = 0.835 ≥ 0.6, so it meets the reliability requirements.
- The empathy factor
The test results show that the observed variables all have appropriate total variable correlation coefficients (≥ 0.3). Cronbach's Alpha coefficient = 0.810 ≥ 0.6, so it meets the reliability requirements.
- Perceived price factor
The test results show that the observed variables all have appropriate total variable correlation coefficients (≥ 0.3). Cronbach's Alpha coefficient = 0.834 ≥ 0.6, so it meets the reliability requirements.
- Dependent variable factor
The test results show that the observed variables all have appropriate total variable correlation coefficients (≥ 0.3). Cronbach's Alpha coefficient = 0.943 ≥ 0.6, so it meets the reliability requirements.
Appendix 4: Exploratory factor analysis 1
Appendix 5: Second exploratory factor analysis
