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Cronbach's Alpha and EFA Analysis

This document reports the results of reliability and validity analyses of scales measuring marketing, electronic word-of-mouth (eWOM), and purchase decision constructs. Cronbach's alpha values for all scales exceed .9, indicating excellent internal reliability. Exploratory factor analysis shows each scale measures a single factor as expected. Multiple regression finds marketing and eWOM significantly predict purchase decisions, explaining 70% of variance.

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PHU LE GIA
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61 views21 pages

Cronbach's Alpha and EFA Analysis

This document reports the results of reliability and validity analyses of scales measuring marketing, electronic word-of-mouth (eWOM), and purchase decision constructs. Cronbach's alpha values for all scales exceed .9, indicating excellent internal reliability. Exploratory factor analysis shows each scale measures a single factor as expected. Multiple regression finds marketing and eWOM significantly predict purchase decisions, explaining 70% of variance.

Uploaded by

PHU LE GIA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

CRONBACH’S ALPHA

Reliability Statistics
Cronbach's
Alpha N of Items
.913 5

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
KM1 23.08 16.448 .824 .885
KM2 22.51 15.453 .825 .883
KM3 23.02 16.278 .776 .893
KM4 23.27 16.636 .680 .913
KM5 22.96 15.576 .794 .890

Reliability Statistics
Cronbach's
Alpha N of Items
.942 11

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
EW1 56.55 106.186 .661 .939
EW2 56.45 98.324 .812 .933
EW3 56.45 103.939 .741 .936
EW4 56.34 104.823 .716 .937
EW5 56.38 104.449 .750 .936
EW6 56.52 102.814 .796 .934
EW7 56.75 99.767 .753 .936
EW8 56.58 97.942 .791 .934
EW9 56.77 99.952 .733 .937
EW10 56.51 102.203 .759 .936
EW11 56.63 103.891 .728 .937
Reliability Statistics
Cronbach's
Alpha N of Items
.914 4

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
QĐ1 17.17 12.914 .820 .887
QĐ2 16.78 10.847 .780 .906
QĐ3 16.86 12.345 .816 .885
QĐ4 16.99 12.027 .835 .878
EFA

Khuyến mại
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .871
Bartlett's Test of Sphericity Approx. Chi-Square 1021.054
df 10
Sig. .000

Communalities
Initial Extraction
KM1 1.000 .803
KM2 1.000 .805
KM3 1.000 .737
KM4 1.000 .615
KM5 1.000 .765
Extraction Method: Principal
Component Analysis.

Total Variance Explained


Initial Eigenvalues Extraction Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.725 74.502 74.502 3.725 74.502 74.502
2 .491 9.822 84.324
3 .333 6.655 90.979
4 .282 5.635 96.614
5 .169 3.386 100.000
Extraction Method: Principal Component Analysis.

Component
Matrixa
Component
1
KM1 .896
KM2 .897
KM3 .859
KM4 .784
KM5 .874
Extraction Method:
Principal Component
Analysis.
a. 1 components
extracted.

Ewom
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .946
Bartlett's Test of Sphericity Approx. Chi-Square 2380.553
df 55
Sig. .000

Communalities
Initial Extraction
EW1 1.000 .521
EW2 1.000 .723
EW3 1.000 .634
EW4 1.000 .602
EW5 1.000 .647
EW6 1.000 .704
EW7 1.000 .631
EW8 1.000 .686
EW9 1.000 .601
EW10 1.000 .647
EW11 1.000 .601
Extraction Method: Principal
Component Analysis.

Total Variance Explained


Initial Eigenvalues Extraction Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative %
1 6.996 63.600 63.600 6.996 63.600 63.600
2 .985 8.953 72.553
3 .557 5.067 77.620
4 .430 3.907 81.527
5 .382 3.471 84.998
6 .335 3.048 88.046
7 .320 2.911 90.957
8 .301 2.733 93.690
9 .266 2.421 96.111
10 .231 2.099 98.209
11 .197 1.791 100.000
Extraction Method: Principal Component Analysis.

Component
Matrixa
Component
1
EW1 .722
EW2 .850
EW3 .796
EW4 .776
EW5 .805
EW6 .839
EW7 .794
EW8 .828
EW9 .775
EW10 .804
EW11 .775
Extraction Method:
Principal Component
Analysis.
a. 1 components
extracted.
Quyết định mua hàng
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .855
Bartlett's Test of Sphericity Approx. Chi-Square 843.645
df 6
Sig. .000

Communalities
Initial Extraction
QĐ1 1.000 .813
QĐ2 1.000 .766
QĐ3 1.000 .811
QĐ4 1.000 .834
Extraction Method: Principal
Component Analysis.

Total Variance Explained


Initial Eigenvalues Extraction Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.223 80.573 80.573 3.223 80.573 80.573
2 .311 7.772 88.345
3 .257 6.415 94.760
4 .210 5.240 100.000
Extraction Method: Principal Component Analysis.

Component
Matrixa
Component
1
QĐ1 .901
QĐ2 .875
QĐ3 .900
QĐ4 .913
Extraction Method:
Principal Component
Analysis.
a. 1 components
extracted.
HỒI QUY

Model Summaryb
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson
1 .837a .700 .698 .62616 2.085
a. Predictors: (Constant), Truyền miệng điện tử, Khuyến mại
b. Dependent Variable: Quyết định mua hàng

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 264.933 2 132.467 337.854 .000b
Residual 113.312 289 .392
Total 378.245 291
a. Dependent Variable: Quyết định mua hàng
b. Predictors: (Constant), Truyền miệng điện tử, Khuyến mại

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) .116 .222 .521 .603
Khuyến mại .195 .067 .169 2.921 .004 .308 3.246
Truyền miệng điện tử .781 .066 .691 11.907 .000 .308 3.246
a. Dependent Variable: Quyết định mua hàng
Charts
Biến độc lập khuyến mại, biến phụ thuộc truyền miệng điện tử
Model Summaryb
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson
1 .832
a
.692 .691 .56048 2.052
a. Predictors: (Constant), Khuyến mại
b. Dependent Variable: Truyền miệng điện tử

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 204.595 1 204.595 651.282 .000b
Residual 91.101 290 .314
Total 295.696 291
a. Dependent Variable: Truyền miệng điện tử
b. Predictors: (Constant), Khuyến mại

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) .799 .193 4.138 .000
Khuyến mại .846 .033 .832 25.520 .000 1.000 1.00
a. Dependent Variable: Truyền miệng điện tử
CFA
Trọng số chuẩn hóa

CR, AVE
SEM

Regression Weights: (Group number 1 - Default model)

Estimate S.E. C.R. P Label


F_EW <--- F_KM .736 .060 12.263 ***
F_QD <--- F_KM .143 .093 1.539 .124
F_QD <--- F_EW .967 .131 7.404 ***
KM1 <--- F_KM 1.000
KM2 <--- F_KM 1.150 .054 21.247 ***
KM3 <--- F_KM 1.001 .055 18.160 ***
KM4 <--- F_KM .919 .063 14.555 ***
KM5 <--- F_KM 1.095 .058 18.826 ***
EW1 <--- F_EW 1.000
EW2 <--- F_EW 1.519 .117 12.955 ***
EW3 <--- F_EW 1.164 .096 12.068 ***
EW4 <--- F_EW 1.114 .094 11.796 ***
EW5 <--- F_EW 1.131 .093 12.168 ***
EW6 <--- F_EW 1.238 .097 12.790 ***
EW7 <--- F_EW 1.392 .116 11.973 ***
EW8 <--- F_EW 1.576 .122 12.942 ***
EW9 <--- F_EW 1.442 .118 12.190 ***
EW10 <--- F_EW 1.275 .104 12.314 ***
EW11 <--- F_EW 1.182 .098 12.040 ***
v1 <--- F_QD 1.000
v2 <--- F_QD 1.291 .072 18.036 ***
v3 <--- F_QD 1.097 .056 19.584 ***
v4 <--- F_QD 1.150 .056 20.413 ***

Standardized Regression Weights: (Group number 1 - Default model)

Estimate
<--
F_EW F_KM .881
-
<--
F_QD F_KM .137
-
<--
F_QD F_EW .770
-
<--
KM1 F_KM .874
-
<--
KM2 F_KM .889
-
Estimate
<--
KM3 F_KM .818
-
<--
KM4 F_KM .715
-
<--
KM5 F_KM .834
-
<--
EW1 F_EW .675
-
<--
EW2 F_EW .828
-
<--
EW3 F_EW .765
-
<--
EW4 F_EW .745
-
<--
EW5 F_EW .772
-
<--
EW6 F_EW .816
-
<--
EW7 F_EW .758
-
<--
EW8 F_EW .827
-
<--
EW9 F_EW .773
-
<--
EW10 F_EW .782
-
<--
EW11 F_EW .763
-
<--
v1 F_QD .857
-
<--
v2 F_QD .829
-
<--
v3 F_QD .869
-
<--
v4 F_QD .889
-
Mối quan hệ trung gian

Standardized Indirect Effects (Group number 1 - Default model)

F_KM F_EW F_QD


F_E
.000 .000 .000
W
F_QD .679 .000 .000
v4 .725 .685 .000
v3 .709 .669 .000
v2 .676 .639 .000
v1 .699 .660 .000
EW11 .672 .000 .000
EW10 .689 .000 .000
EW9 .681 .000 .000
EW8 .729 .000 .000
EW7 .668 .000 .000
EW6 .719 .000 .000
EW5 .680 .000 .000
EW4 .657 .000 .000
EW3 .674 .000 .000
EW2 .730 .000 .000
EW1 .595 .000 .000
KM5 .000 .000 .000
KM4 .000 .000 .000
KM3 .000 .000 .000
KM2 .000 .000 .000
KM1 .000 .000 .000

Standardized Indirect Effects - Two Tailed Significance (BC) (Group number 1 - Default model)

F_KM F_EW F_QD


F_E
... ... ...
W
F_QD .003 ... ...
v4 .003 .003 ...
v3 .003 .004 ...
v2 .002 .004 ...
v1 .002 .003 ...
EW11 .002 ... ...
EW10 .002 ... ...
EW9 .003 ... ...
F_KM F_EW F_QD
EW8 .002 ... ...
EW7 .002 ... ...
EW6 .002 ... ...
EW5 .003 ... ...
EW4 .002 ... ...
EW3 .002 ... ...
EW2 .002 ... ...
EW1 .003 ... ...
KM5 ... ... ...
KM4 ... ... ...
KM3 ... ... ...
KM2 ... ... ...
KM1 ... ... ...

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