Factor Analysis

Corr

Maximum time taken Controversial

to buy a mag Simplicity Models stories Celebrity sells
Correlation Maximum time taken to
buy a mag 1.000 0.221 -0.341 0.636 0.481
Simplicity 0.221 1.000 -0.386 -0.023 -0.388
Models -0.341 -0.386 1.000 -0.006 0.118
Controversial stories 0.636 -0.023 -0.006 1.000 0.621
Celebrity sells 0.481 -0.388 0.118 0.621 1.000
Content 0.731 0.294 -0.301 0.555 0.501
Freebies 0.570 0.364 -0.081 0.411 0.115
Packaging 0.752 0.203 -0.489 0.416 0.221
Special annual issues
0.308 -0.232 -0.393 0.153 0.454
Hard cover or soft cover
0.397 0.175 -0.016 0.262 0.063
Photos
0.197 0.235 -0.316 0.042 -0.048
E-book versions -0.071 -0.037 -0.079 -0.148 -0.084

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.455
Bartlett's Test of Sphericity Approx. Chi-Square 4,261.271
Bartlett's Test of Sphericity
df 171
Sig. 0.000

Communalities
Initial Extraction
Maximum time taken to buy a
mag 1.000 0.851
Simplicity 1.000 0.777
Models 1.000 0.857
Controversial stories 1.000 0.711
Celebrity sells 1.000 0.872
Content 1.000 0.819
Freebies 1.000 0.895
Packaging 1.000 0.782
Special annual issues
1.000 0.859
Hard cover or soft cover 1.000 0.851
Photos
1.000 0.417
E-book versions 1.000 0.778

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 6.326 33.292 33.292 6.326 33.292 33.292
2 2.945 15.500 48.792 2.945 15.500 48.792
3 2.403 12.645 61.437 2.403 12.645 61.437
4 1.291 6.792 68.230 1.291 6.792 68.230
5 1.215 6.395 74.624 1.215 6.395 74.624
6 1.018 5.359 79.983 1.018 5.359 79.983
7 0.781 4.109 84.092
8 0.709 3.734 87.826
9 0.615 3.238 91.064
10 0.410 2.158 93.222
11 0.363 1.913 95.134
12 0.267 1.405 96.540
13 0.220 1.158 97.698

Extraction Method: Principal Component Analysis.

Component Matrix(a)
Component
1 2 3 4 5 6
Maximum time taken to buy a
mag 0.900
Simplicity -0.692
Models 0.711
Controversial stories 0.706
Celebrity sells 0.515 0.633
Content 0.830
Freebies 0.721
Packaging 0.660
Special annual issues
-0.745
Hard cover or soft cover 0.548 0.644
Photos
E-book versions 0.688

Extraction Method: Principal Component Analysis.

a. 6 components extracted.

Rotated Component Matrix(a)

Component
1 2 3 4 5 6
Maximum time taken to buy a
mag 0.795
Simplicity 0.715
Models -0.775
Controversial stories 0.778
Celebrity sells 0.625 0.600
Content 0.557
Freebies 0.736
Packaging 0.628
Special annual issues
0.871
Hard cover or soft cover 0.884
Photos
0.603
E-book versions 0.866
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 9 iterations.

Component Transformation Matrix

Component 1 2 3 4 5 6
1 0.825 0.373 0.154 0.382 0.067 -0.085
2 0.107 -0.281 -0.871 0.386 -0.018 -0.041
3 0.344 -0.836 0.315 -0.009 -0.288 -0.026
4 0.063 -0.275 0.066 0.003 0.922 0.258
5 -0.410 -0.080 0.314 0.722 0.103 -0.442
6
Extraction Method: Principal Component Analysis. -0.133 0.040 0.126 0.429 -0.228 0.854
Rotation Method: Varimax with Kaiser Normalization.

Component Score Coefficient Matrix

Component
1 2 3 4 5 6
Maximum time taken to buy a
mag 0.169 0.054 0.004 -0.072 0.087 -0.043
Simplicity -0.037 0.315 -0.203 0.021 -0.188 0.069
Models 0.025 -0.263 -0.019 0.136 -0.262 0.031
Controversial stories 0.214 -0.056 -0.016 -0.154 -0.038 -0.233
Celebrity sells 0.168 -0.129 0.184 -0.108 -0.123 -0.142
Content 0.024 0.135 0.109 0.126 -0.144 -0.069
Freebies -0.031 0.026 -0.050 0.336 0.030 -0.086
Packaging 0.205 0.104 -0.096 -0.295 0.253 -0.081
Special annual issues
-0.112 0.004 0.362 0.199 0.132 -0.019
Hard cover or soft cover -0.182 0.000 0.132 0.561 0.013 -0.017
Photos
-0.089 0.245 0.034 0.102 -0.129 0.143
E-book versions 0.040 0.041 0.014 -0.004 -0.013 0.793
Rotation Method: Varimax with Kaiser Normalization.
Component Scores.

Component Score Covariance Matrix

Component 1 2 3 4 5 6
1 1.000 0.000 0.000 0.000 0.000 0.000
2 0.000 1.000 0.000 0.000 0.000 0.000
3 0.000 0.000 1.000 0.000 0.000 0.000
4 0.000 0.000 0.000 1.000 0.000 0.000
5 0.000 0.000 0.000 0.000 1.000 0.000
6Rotation Method: Varimax with Kaiser Normalization. 0.000 0.000 0.000 0.000 0.000 1.000
Component Scores.
 Correlation Matrix

Special annual issues Hard cover or Photos E-book

Content Freebies Packaging soft cover versions
0.731 0.570 0.752 0.308 0.397 0.197 -0.071

0.294 0.364 0.203 -0.232 0.175 0.235 -0.037

-0.301 -0.081 -0.489 -0.393 -0.016 -0.316 -0.079
0.555 0.411 0.416 0.153 0.262 0.042 -0.148
0.501 0.115 0.221 0.454 0.063 -0.048 -0.084
1.000 0.599 0.485 0.381 0.457 0.305 -0.103
0.599 1.000 0.310 0.000 0.718 0.137 -0.183
0.485 0.310 1.000 0.145 0.141 0.267 -0.015

0.381 0.000 0.145 1.000 0.243 0.159 0.004

0.457 0.718 0.141 0.243 1.000 0.160 -0.141

0.305 0.137 0.267 0.159 0.160 1.000 0.052

-0.103 -0.183 -0.015 0.004 -0.141 0.052 1.000

 Rotation Sums of Squared Loadings
Total % of Variance Cumulative %
4.848 25.517 25.517
2.895 15.239 40.756
2.763 14.542 55.298
2.181 11.482 66.779
1.391 7.322 74.102
1.117 5.881 79.983