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Vận dụng phương pháp thống kê đa biến đo lường tài sản thương hiệu điểm đến du lịch đất mũi Cà Mau theo cảm nhận của du khách nội địa - 12



Rotated Component Matrixa


Component

1

2

3

4

5

NBTH3

-.796





NBTH2

-.786





NBTH1

-.782





CLTH7

.777





CLTH4

.689



.378


CLTH6

.607



.552


TTTH3


.909




TTTH4


.886




TTTH1


.873




TTTH2


.821




HATH3



.959



HATH2



.935



HATH4



.887



CLTH1




.834


CLTH2




.777


CLTH3

.578



.696


NBTH5





.886

NBTH4





.848

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Vận dụng phương pháp thống kê đa biến đo lường tài sản thương hiệu điểm đến du lịch đất mũi Cà Mau theo cảm nhận của du khách nội địa - 12

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 7 iterations.


Component Transformation Matrix

Component

1

2

3

4

5

1

-.688

.391

.319

-.516

.070

2

.420

.822

.292

.248

.040

3

.231

-.412

.875

-.068

.083

4

-.226

-.039

-.013

.386

.893

5

-.495

-.021

.218

.720

-.434

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.


LẦN 2:


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.770


Approx. Chi-Square

3446.832

Bartlett's Test of Sphericity

df

136


Sig.

.000


Total Variance Explained

Compo nent

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

5.421

31.887

31.887

5.421

31.887

31.887

4.374

25.727

25.727

2

2.891

17.007

48.894

2.891

17.007

48.894

3.440

20.236

45.963

3

2.420

14.235

63.129

2.420

14.235

63.129

2.899

17.054

63.017

4

1.627

9.573

72.702

1.627

9.573

72.702

1.646

9.685

72.702

5

.974

5.730

78.432







6

.616

3.624

82.056







7

.561

3.300

85.357







8

.487

2.866

88.223







9

.362

2.131

90.354







10

.328

1.927

92.281







11

.298

1.752

94.033







12

.252

1.484

95.516







13

.244

1.437

96.953







14

.185

1.086

98.039







15

.151

.886

98.925







16

.104

.611

99.536







17

.079

.464

100.000







Extraction Method: Principal Component Analysis.



Rotated Component Matrixa


Component

1

2

3

4

CLTH7

.834




CLTH6

.808




CLTH4

.789




NBTH1

-.784




NBTH3

-.698




NBTH2

-.666




CLTH2

.622




CLTH1

.619




TTTH3


.911



TTTH4


.885



TTTH1


.878



TTTH2


.828



HATH3



.946


HATH2



.933


HATH4



.897


NBTH4




.826

NBTH5




.806

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 4 iterations.


Component Transformation Matrix

Component

1

2

3

4

1

-.770

.500

.392

.063

2

.610

.759

.226

.031

3

.186

-.417

.888

.058

4

.019

-.031

-.083

.996

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.


LẦN 3:


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.736


Approx. Chi-Square

2719.213

Bartlett's Test of Sphericity

df

91


Sig.

.000


Total Variance Explained

Compo nent

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

4.281

30.577

30.577

4.281

30.577

30.577

3.297

23.551

23.551

2

2.690

19.215

49.791

2.690

19.215

49.791

3.086

22.041

45.592

3

2.275

16.251

66.043

2.275

16.251

66.043

2.838

20.273

65.865

4

1.539

10.990

77.032

1.539

10.990

77.032

1.563

11.167

77.032

5

.744

5.312

82.344







6

.523

3.735

86.079







7

.458

3.272

89.350







8

.351

2.505

91.855







9

.285

2.035

93.890







10

.272

1.944

95.834







11

.220

1.572

97.406







12

.162

1.157

98.563







13

.118

.844

99.406







14

.083

.594

100.000







Extraction Method: Principal Component Analysis.



Rotated Component Matrixa


Component

1

2

3

4

TTTH3

.918




TTTH1

.879




TTTH4

.875




TTTH2

.852




CLTH6


.850



CLTH7


.818



CLTH4


.765



CLTH1


.726



CLTH2


.706



HATH3



.956


HATH2



.937


HATH4



.894


NBTH4




.876

NBTH5




.846

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.


Component Transformation Matrix

Component

1

2

3

4

1

.633

-.559

.533

.052

2

.725

.669

-.160

.000

3

-.270

.487

.816

.154

4

.009

-.046

-.156

.987

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.



KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.631


Approx. Chi-Square

96.568

Bartlett's Test of Sphericity

df

3


Sig.

.000


Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1

1.694

56.465

56.465

1.694

56.465

56.465

2

.721

24.049

80.514

3

.585

19.486

100.000

Extraction Method: Principal Component Analysis.



Component Matrixa


Component

1

SLTT2

.789

SLTT1

.760

SLTT3

.702

Extraction Method: Principal Component Analysis.

a. 1 components extracted.


Thang đo: CHẤT LƯỢNG THƯƠNG HIỆU:


Reliability Statistics

Cronbach's Alpha

N of Items

.819

5


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item Deleted

CLTH1

14.31

4.795

.736

.745

CLTH2

14.37

4.302

.710

.774

CLTH4

13.92

6.655

.615

.792

CLTH6

13.96

6.708

.644

.789

CLTH7

13.84

6.817

.559

.804


Thang đo: ĐIỂM NỔI BẬT THƯƠNG HIỆU:


Reliability Statistics

Cronbach's Alpha

N of Items

.686

2


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item Deleted

NBTH4

2.66

.911

.524

.

NBTH5

2.99

1.086

.524

.


PHỤ LỤC 6: KẾT QUẢ PHÂN TÍCH TƯƠNG QUAN VÀ HỒI QUY TUYẾN TÍNH


Correlations


tt REGR factor score 1 for analysis

1

Cl REGR

factor score 2 for analysis

1

HA REGR

factor score 3 for analysis

1

nb REGR factor score 4 for analysis

1

y REGR

factor score 1 for analysis

2

tt REGR factor score 1 for

analysis 1

Pearson Correlation

1

.000

.000

.000

.300**

Sig. (2-tailed)


1.000

1.000

1.000

.000

N

290

290

290

290

290

Cl REGR

factor score 2

for analysis 1

Pearson Correlation

.000

1

.000

.000

.163**

Sig. (2-tailed)

1.000


1.000

1.000

.006

N

290

290

290

290

290

HA REGR

factor score 3

for analysis 1

Pearson Correlation

.000

.000

1

.000

.133*

Sig. (2-tailed)

1.000

1.000


1.000

.024

N

290

290

290

290

290

nb REGR factor score 4

for analysis 1

Pearson Correlation

.000

.000

.000

1

-.022

Sig. (2-tailed)

1.000

1.000

1.000


.713

N

290

290

290

290

290

y REGR factor score 1 for

analysis 2

Pearson Correlation

.300**

.163**

.133*

-.022

1

Sig. (2-tailed)

.000

.006

.024

.713


N

290

290

290

290

290

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).


KẾT QUẢ MÔ HÌNH HỒI QUY LẦN 1:


Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

1

.367a

.134

.622

.93691922

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