APPENDIX 2

FACTOR ANALYSIS -INDEPENDENT VARIABLE (SOCIAL INFLUENCE)

First Run
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

Approx. Chi-Square

1097.786

df

120

Sig.

.000

Communalities
Initial

.873

Extraction

NORM1

1.000

.454

NORM2

1.000

.598

NORM3

1.000

.547

NORM4

1.000

.563

NORM5

1.000

.484

NORM6

1.000

.373

NORM7

1.000

.419

NORM8

1.000

.530

NORM9

1.000

.528

NORM10

1.000

.595

NORM11

1.000

.171

NORM12

1.000

.522

INFO1

1.000

.635

INFO2

1.000

.688

INFO3

1.000

.633

INFO4

1.000

.628

Extraction Method: Principal

Component Analysis.

61

Total Variance Explained

Initial Eigenvalues
Component

Total

% of Variance

Rotation Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

5.159

32.244

32.244

3.662

22.889

22.889

2.115

13.218

45.462

2.872

17.948

40.837

1.096

6.849

52.311

1.836

11.474

52.311

.989

6.184

58.495

.876

5.472

63.968

.864

5.402

69.370

.776

4.850

74.220

.630

3.938

78.158

.560

3.501

81.659

10

.528

3.298

84.958

11

.492

3.072

88.030

12

.434

2.715

90.744

13

.422

2.635

93.379

14

.386

2.409

95.789

15

.355

2.221

98.010

16

.318

1.990

100.000

Extraction Method: Principal Component Analysis.

62

Component Matrix

Component
1

NORM4

.705

NORM8

.673

NORM12

.649

NORM9

.647

NORM3

.628

NORM2

.626

-.450

INFO3

.621

.491

NORM10

.559

INFO2

.558

NORM6

.543

NORM5

.539

NORM1

.515

INFO4

.520

.589

INFO1

.535

.564

.427
.468

.429

NORM11
NORM7

.555

Extraction Method: Principal Component

Analysis.
a. 3 components extracted.
Rotated Component Matrix

Component
1

NORM2

.758

NORM3

.715

NORM12

.690

NORM4

.685

NORM5

.681

NORM8

.668

NORM6

.571

NORM11
INFO2

.802

INFO1

.781

INFO4

.766

INFO3

.736

NORM10

.660

NORM7

.644

NORM1

.594

63

NORM9

.543

Extraction Method: Principal Component

Analysis. Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 4 iterations.

Final Run
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

Approx. Chi-Square
df

.000

Communalities
Initial
1.000

NORM3

1.000

NORM4

1.000

NORM5

1.000

NORM6

1.000

NORM8

1.000

NORM11

1.000

NORM12

1.000

INFO1

1.000

INFO2

1.000

INFO3

1.000

INFO4

1.000

808.726
55

Sig.

NORM2

.855

Extraction Method:
Principal Component
Analysis.

64

Total Variance Explained

Initial Eigenvalues
Component

Total

% of Variance

Rotation Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

4.222

38.378

38.378

3.544

32.217

32.217

1.958

17.799

56.177

2.636

23.960

56.177

.822

7.474

63.651

.693

6.304

69.955

.655

5.957

75.912

.555

5.049

80.961

.497

4.521

85.482

.456

4.143

89.625

.427

3.880

93.506

10

.382

3.475

96.981

11

.332

3.019

100.000

Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1

NORM2

.788

NORM4

.735

NORM3

.734

NORM12

.705

NORM8

.703

NORM5

.655

NORM6

.576

INFO1

.810

INFO4

.802

INFO2

.779

INFO3

.768

65

66

FACTOR ANALYSIS - INDEPENDENT VARIABLE (BRAND ENGAGEMENT)

First Run
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

.844

Approx. Chi-Square

1130.234

df

55

Sig.

.000

Communalities
Initial

Extraction

BRAND1

1.000

.598

BRAND2

1.000

.567

BRAND3

1.000

.562

BRAND4

1.000

.622

BRAND5

1.000

.752

BRAND6

1.000

.622

BRAND7

1.000

.603

BRAND8

1.000

.425

BRAND9

1.000

.650

BRAND10

1.000

.708

BRAND11

1.000

.409

Extraction Method: Principal

Component Analysis.
Total Variance Explained
Initial Eigenvalues
Component

Total

% of Variance

Rotation Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

5.108

46.436

46.436

3.755

34.136

34.136

1.410

12.816

59.252

2.763

25.116

59.252

.954

8.672

67.924

.805

7.314

75.239

.683

6.210

81.449

.518

4.710

86.159

.396

3.599

89.757

.338

3.075

92.833

.328

2.977

95.810

10

.244

2.221

98.031

11

.217

1.969

100.000

Extraction Method: Principal Component Analysis.

67

Rotated Component Matrix

Component
1

BRAND10

.797

BRAND9

.761

BRAND7

.748

BRAND1

.745

BRAND3

.734

BRAND2

.725

BRAND5

.852

BRAND4

.766

BRAND6

.765

BRAND8

.591

BRAND11

.434

.470

Extraction Method: Principal

Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.
a. Rotation converged in 3 iterations.

68

Final Run
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

.830

Approx. Chi-Square

929.577

df

36

Sig.

.000

Communalities
Initial

Extraction

BRAND1

1.000

.600

BRAND2

1.000

.579

BRAND3

1.000

.579

BRAND4

1.000

.642

BRAND5

1.000

.765

BRAND6

1.000

.734

BRAND7

1.000

.610

BRAND9

1.000

.649

BRAND10

1.000

.693

Extraction Method: Principal

Component Analysis.

Total Variance Explained

Initial Eigenvalues
Component

Total

% of Variance

Rotation Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

4.495

49.950

49.950

3.604

40.042

40.042

1.356

15.062

65.012

2.247

24.970

65.012

.787

8.750

73.762

.687

7.634

81.396

.458

5.085

86.481

.383

4.251

90.732

.331

3.682

94.413

.273

3.037

97.450

.230

2.550

100.000

Extraction Method: Principal Component Analysis.

69

Rotated Component Matrix

Component
1

BRAND10

.803

BRAND9

.774

BRAND1

.762

BRAND7

.751

BRAND3

.736

BRAND2

.736

BRAND5

.853

BRAND6

.828

BRAND4

.772

Extraction Method: Principal

Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.
a. Rotation converged in 3 iterations.

70

APPENDIX 3
RELIABILITY ANALYSIS

Case Processing Summary

N
Cases

Valid

%
215

100.0

.0

215

100.0

Excluded
Total

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics
Cronbach's
Alpha

N of Items
.757

Item Statistics
Mean

Std. Deviation

NORMATIVE

2.8837

.75760

215

INFORMATIVE

3.5430

.76782

215

BRAND

3.0217

.70485

215

INTENTION

3.4958

.85835

215

Item-Total Statistics
Corrected Item-

Cronbach's

Scale Mean if

Scale Variance

Total

Alpha if Item

Item Deleted

if Item Deleted

Correlation

Deleted

NORMATIVE

10.0605

3.608

.474

.742

INFORMATIVE

9.4012

3.428

.537

.709

BRAND

9.9226

3.437

.617

.671

INTENTION

9.4484

3.014

.602

.674

Scale Statistics
Mean
12.9443

Variance
5.545

Std. Deviation

N of Items

2.35474

71

APPENDIX 4
DESCRIPTIVE ANALYSIS

Descriptive Statistics
Std.
N

Minimum

Maximum

Mean

Deviation

Statistic

Statistic

Statistic

Statistic

Statistic

Skewness
Statistic

Std. Error

NORMATIVE

215

1.00

4.57

2.8837

.75760

-.196

.166

INFORMATIVE

215

1.00

5.00

3.5430

.76782

-.210

.166

BRAND

215

1.11

4.78

3.0217

.70485

-.194

.166

INTENTION

215

1.00

9.40

3.4958

.85835

1.354

.166

Valid N (listwise)

215

72

APPENDIX 5
CORRELATION ANALYSIS
Correlations
GENDER
GENDER

Pearson Correlation

AGE
1

Sig. (2-tailed)
N
AGE

EDU

INCOME

NORMATIVE

INFORMATIVE

BRAND

215

EDU

INFORMATIVE

BRAND

INTENTION

.202**

.023

-.197**

.018

-.030

.013

.375

.003

.742

.004

.788

.662

.855

215

215

215

215

215

215

215

**

**

-.008

-.013

-.031

.163*

.000

.000

.913

.848

.650

.017

215

215

215

215

215

215

**

-.056

.035

-.025

.067

.000

.412

.612

.714

.327

.061

Sig. (2-tailed)

.375

215

215

**

**

.202

NORMATIVE

.061

Pearson Correlation

Pearson Correlation

INCOME

.576

.576

.525

.365

Sig. (2-tailed)

.003

.000

215

215

215

215

215

215

215

215

Pearson Correlation

.023

.525**

.365**

-.060

.035

-.023

.099

Sig. (2-tailed)

.742

.000

.000

.380

.608

.741

.147

215

215

215

215

215

215

215

**

**

.399**

.000

.000

.000

215

215

215

**

.470**

.000

.000

215

**

-.008

-.056

-.060

Sig. (2-tailed)

.004

.913

.412

.380

215

215

215

215

215
**

Pearson Correlation

-.197

.417

Pearson Correlation

.018

-.013

.035

.035

Sig. (2-tailed)

.788

.848

.612

.608

.000

215

215

215

215

215

215

215

215

**

**

.542**

Pearson Correlation
Sig. (2-tailed)

-.030

-.031

-.025

-.023

.662

.650

.714

.741

73

.342

.342

.417

.000

.471

.000

.471

.000

N
INTENTION

215

215

Pearson Correlation

.013

.163

Sig. (2-tailed)

.855

215

215

215

215

215

215

215

.067

.099

**

**

**

.017

.327

.147

.000

.000

.000

215

215

215

215

215

215

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

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

74

.399

.470

.542

215

APPENDIX 6
REGRESSION ANALYSIS INDEPENDENT VARIABLE
(DEMOGRAPHIC)

Model Summary

Model

.167

R Square
a

Adjusted R

Std. Error of the

Square

Estimate

.028

.009

.85427

a. Predictors: (Constant), INCOME, GENDER, EDU, AGE

b. Dependent Variable: INTENTION

ANOVA
Model
1

Sum of Squares
Regression

df

Mean Square

4.415

1.104

Residual

153.252

210

.730

Total

157.666

214

a. Predictors: (Constant), INCOME, GENDER, EDU, AGE

b. Dependent Variable: INTENTION

75

F
1.512

Sig.
.200

Coefficients
Unstandardized

Standardized

Coefficients

Coefficients

95.0% Confidence Interval for B

Std.
Model

Error

(Constant)

3.232

.242

GENDER

.018

.122

AGE

.235

EDU
INCOME

Correlations

Collinearity Statistics

ZeroBeta

Sig.

Lower Bound

Upper Bound

order

Partial

Part

Tolerance

VIF

13.357

.000

2.755

3.709

.010

.148

.882

-.222

.258

.013

.010

.010

.954

1.048

.122

.176

1.919

.056

-.006

.476

.163

.131

.131

.553

1.810

-.059

.113

-.044

-.520

.604

-.281

.164

.067

-.036

-.035

.635

1.576

.023

.080

.023

.286

.775

-.136

.182

.099

.020

.019

.718

1.393

Collinearity Diagnostics

Variance Proportions
Model

Dimension

Eigenvalue

Condition Index

(Constant)

GENDER

4.586

1.000

.00

.00

.00

.00

.01

.211

4.663

.03

.11

.04

.00

.44

.110

6.450

.01

.07

.44

.08

.52

.054

9.248

.00

.17

.51

.84

.01

.039

10.777

.95

.64

.00

.08

.01

a. Dependent Variable: INTENTION

66

AGE

EDU

INCOME

Casewise Diagnostics
Case Number

Std. Residual

215

INTENTION

6.478

Predicted Value

9.40

3.8662

Residual
5.53380

a. Dependent Variable: INTENTION

Residuals Statistics
Minimum

Maximum

Mean

Std. Deviation

Predicted Value

3.3323

3.9374

3.4958

.14363

215

Std. Predicted Value

-1.138

3.075

.000

1.000

215

.090

.291

.124

.041

215

3.3618

4.0343

3.4973

.14740

215

-2.44953

5.53380

.00000

.84624

215

Std. Residual

-2.867

6.478

.000

.991

215

Stud. Residual

-2.892

6.613

-.001

1.004

215

-2.49163

5.76767

-.00150

.86903

215

-2.944

7.415

.003

1.033

215

Mahal. Distance

1.362

23.852

3.981

3.849

215

Cook's Distance

.000

.370

.005

.026

215

Centered Leverage Value

.006

.111

.019

.018

215

Standard Error of Predicted

Value
Adjusted Predicted Value
Residual

Deleted Residual
Stud. Deleted Residual

a. Dependent Variable: INTENTION

66

67

REGRESSION ANALYSIS INDEPENDENT VARIABLE

(SOCIAL INFLUENCE)
b

Model Summary

Model

.534

R Square
a

Adjusted R

Std. Error of the

Square

Estimate

.285

.278

.72910

a. Predictors: (Constant), INFORMATIVE, NORMATIVE

b. Dependent Variable: INTENTION

ANOVA
Model
1

Sum of Squares
Regression

df

Mean Square

44.969

22.484

Residual

112.698

212

.532

Total

157.666

214

a. Predictors: (Constant), INFORMATIVE, NORMATIVE

b. Dependent Variable: INTENTION

68

F
42.296

Sig.
.000

Coefficients
Unstandardized

Standardized

Coefficients

Coefficients

Collinearity
95.0% Confidence Interval for B

Correlations

Statistics

ZeroModel
1

B
(Constant)

Std. Error

1.118

.263

NORMATIVE

.306

.070

INFORMATIVE

.422

.069

Beta

Sig.

Lower Bound

Partial

Part

Tolerance

VIF

.000

.599

1.637

.270

4.373

.000

.168

.444

.399

.288

.254

.883

1.132

.377

6.108

.000

.286

.558

.470

.387

.355

.883

1.132

Collinearity Diagnostics

Variance Proportions
Condition Index

order

4.247

a. Dependent Variable: INTENTION

Eigenvalue

Upper Bound

Model

Dimension

(Constant)

NORMATIVE

2.939

1.000

.00

.01

.00

.039

8.722

.09

.97

.25

.022

11.474

.90

.03

.75

a. Dependent Variable: INTENTION

66

INFORMATIVE

Casewise Diagnostics
Case Number

Std. Residual

INTENTION

Predicted Value

Residual

125

-3.027

1.00

3.2071

-2.20711

215

7.979

9.40

3.5827

5.81727

a. Dependent Variable: INTENTION

Residuals Statistics
Minimum

Maximum

Mean

Std. Deviation

Predicted Value

2.0211

4.4343

3.4958

.45840

215

Std. Predicted Value

-3.217

2.047

.000

1.000

215

.050

.198

.082

.027

215

2.0556

4.4352

3.4952

.45817

215

-2.20711

5.81727

.00000

.72569

215

Std. Residual

-3.027

7.979

.000

.995

215

Stud. Residual

-3.045

8.023

.000

1.003

215

-2.23308

5.88219

.00061

.73727

215

-3.106

9.592

.008

1.068

215

Mahal. Distance

.003

14.734

1.991

2.235

215

Cook's Distance

.000

.239

.005

.019

215

Centered Leverage Value

.000

.069

.009

.010

215

Standard Error of Predicted

Value
Adjusted Predicted Value
Residual

Deleted Residual
Stud. Deleted Residual

a. Dependent Variable: INTENTION

66

67

REGRESSION ANALYSIS INDEPENDENT VARIABLE

(BRAND ENGAGEMENT)

Model Summary

Model

.542

R Square
a

Adjusted R

Std. Error of the

Square

Estimate

.294

.290

.72302

a. Predictors: (Constant), BRAND

b. Dependent Variable: INTENTION

ANOVA
Model
1

Sum of Squares
Regression

df

Mean Square

46.319

46.319

Residual

111.347

213

.523

Total

157.666

214

a. Predictors: (Constant), BRAND

b. Dependent Variable: INTENTION

68

F
88.605

Sig.
.000

Coefficients
Unstandardized

Standardized

Coefficients

Coefficients

95.0% Confidence Interval for B

Correlations

Collinearity Statistics

ZeroModel
1

B
(Constant)
BRAND

Std. Error

1.501

.218

.660

.070

Beta

.542

Sig.
.000

1.073

1.930

9.413

.000

.522

.798

Variance Proportions
Eigenvalue

Condition Index

Upper Bound

6.901

a. Dependent Variable: INTENTION

Collinearity Diagnostics

Lower Bound

Model

Dimension

(Constant)

BRAND

1.974

1.000

.01

.01

.026

8.709

.99

.99

a. Dependent Variable: INTENTION

66

order

.542

Partial

.542

Part

.542

Tolerance

1.000

VIF

1.000

Casewise Diagnostics
Case Number

Std. Residual

215

INTENTION

8.186

Predicted Value

9.40

3.4815

Residual
5.91851

a. Dependent Variable: INTENTION

Residuals Statistics
Minimum

Maximum

Mean

Std. Deviation

Predicted Value

2.2347

4.6549

3.4958

.46523

215

Std. Predicted Value

-2.711

2.491

.000

1.000

215

.049

.143

.066

.021

215

2.2199

4.6777

3.4959

.46508

215

-1.50823

5.91851

.00000

.72133

215

Std. Residual

-2.086

8.186

.000

.998

215

Stud. Residual

-2.115

8.205

.000

1.002

215

-1.54973

5.94620

-.00009

.72766

215

-2.132

9.898

.008

1.072

215

Mahal. Distance

.001

7.348

.995

1.475

215

Cook's Distance

.000

.157

.004

.013

215

Centered Leverage Value

.000

.034

.005

.007

215

Standard Error of Predicted

Value
Adjusted Predicted Value
Residual

Deleted Residual
Stud. Deleted Residual

a. Dependent Variable: INTENTION

66

67