|
| Factor | Names | Meanings | Factor loading |
|
| Factor 1 | Brand and
personal taste | (i) I hope the product can set off my personal taste. | 0.780 |
| (ii) The brand will allow me to enhance my social status and highlight my taste. | 0.733 |
| (iii) I pay attention to the appearance of the product, and think the appearance is very important. | 0.725 |
| (iv) I will focus on taste and the atmosphere of the living environment. | 0.683 |
| (v) I care about fashion or popular supplies. | 0.674 |
| (vi) I have brand awareness. | 0.586 |
| (vii) I am willing to use my income to buy luxury goods. | 0.569 |
| (viii) I have the desire to buy popular seasonal merchandise. | 0.541 |
| (ix) I think that brand is a guarantee of quality. | 0.527 |
|
| Factor 2 | Use value | (i) I think that product after-sales service is very important. | 0.787 |
| (ii) I attach great importance to product survivability. | 0.769 |
| (iii) I attach great importance to the durability of the product. | 0.681 |
| (iv) I attach great importance to the safe use of the product. | 0.680 |
| (v) Under the same conditions, I would choose the products to provide additional services. | 0.599 |
| (vi) I hope that I am familiar with the operating functions of the product. | 0.536 |
| (vii) I attach great importance to the product material. | 0.411 |
|
| Factor 3 | Function simplification | (i) I attach importance to the functionality of the product. | 0.807 |
| (ii) I like practical goods. | 0.801 |
| (iii) In the use and operation of the product, I prefer “the simpler the better”. | 0.652 |
|
| Factor 4 | Science and technology | (i) I am willing to accept the new technology because I know it will bring life changes. | 0.759 |
| (ii) I think that the technology will bring convenience to my life. | 0.738 |
|
| Factor 5 | Channel and network | (i) The network evaluations will affect my purchase choice. | 0.757 |
| (ii) My relatives and friends will affect my purchase choice. | 0.735 |
| (iii) I will use the Internet to obtain information. | 0.600 |
|
| Factor 6 | Price perception | (i) I would use the coupons and wait until the discount period to purchase goods. | 0.743 |
| (ii) I’m good at managing finances. | 0.714 |
| (iii) I often provide new the consumer trend messages to friends and family. | 0.457 |
| (iv) I will select different consumer locations, such as hypermarkets, supermarkets, markets, night market, and so forth. | 0.376 |
|
| Factor 7 | Best use | (i) In product choice, I like to buy the style to replace what is outmoded and dirty. | 0.739 |
| (ii) I usually wait until the product is completely broken and then buy a new one. | 0.560 |
| (iii) If there is money left over, I want to put it in the bank. | 0.377 |
|
| Factor 8 | Cautious purchase | (i) Buying things means careful consideration, no whim purchases. | 0.805 |
| (ii) I prefer necessities to the vanity goods. | 0.674 |
| (iii) With considerable acumen I expect to buy the best quality products at affordable prices. | 0.426 |
|
| Factor 9 | Basic needs | (i) Working is to live and maintain basic overhead. | 0.794 |
| (ii) I buy daily necessities such as clothing or personal hygiene items. | 0.647 |
| (iii) The price is the most important consideration in my shopping. | 0.510 |
|
| Factor 10 | Habits on service usage | (i) Compared to the network service system, I prefer to use the telephone service provided by the manufacturers. | 0.781 |
| (ii) Compared to a digitization service systems (like Internet and voice), I prefer to use a fixed-point-merchant services system. | 0.737 |
| (iii) I fear products with too many functions. | 0.492 |
|
