Product Form Design Model Based on Multiobjective Optimization and Multicriteria Decision-Making

Table 5

Factor loadings of 20 pairwise adjectives using four factors.

Pairwise adjectives	Factor 1	Factor 2	Factor 3	Factor 4
Traditional–Modern	0.956	0.108	0.096	0.032
Common–Exclusive	0.946	0.257	−0.048	−0.022
Usual–High-tech	0.938	0.293	0.065	0.037
Static–Dynamic	0.920	−0.034	0.143	−0.001
Nostalgic–Avant-garde	0.900	0.396	0.069	0.026
Straight–Streamlined	0.862	0.308	0.196	−0.121
Cheap–Expensive	0.801	0.545	−0.132	−0.054
Calming–Exciting	0.688	0.618	0.004	0.130
Dull–Vivid	0.667	−0.327	0.622	0.013
Coarse–Delicate	0.656	0.652	0.264	0.128
Uncomfortable–Comfortable	0.104	0.943	−0.229	0.018
Awkward–Elegant	0.404	0.902	0.063	0.069
Ugly–Beautiful	0.417	0.874	0.083	0.121
Fragile–Strong	0.224	0.854	−0.333	0.253
Light–Heavy	−0.297	0.829	−0.341	0.247
Plain–Luxurious	0.619	0.766	0.074	0.030
Somber–Delightful	0.614	0.723	0.245	0.118
Orthogonal–Rounded	0.102	−0.075	0.890	0.015
Complex–Simple	−0.060	0.127	0.309	0.837
Feminine–Masculine	0.055	0.220	−0.339	0.834
Final statistics
Eigenvalue	8.340	6.690	1.911	1.609
Percentage of variance	41.699	33.450	9.557	8.046
Cumulative percentage	41.699	75.148	84.706	92.752

The bold numbers indicate the groups of adjectives associated with factors 1–4.