표 4 탐색요인분석 및 신뢰성분석

구성 개념	측정 변수	요인적재량									Cronbach’s alpha
구성 개념	측정 변수	1	2	3	4	5	6	7	8	9	Cronbach’s alpha
소매업체 애호도	WOM1	.842	.015	-.112	.138	.128	.104	.133	.079	.058	0.96
	WOM2	.840	-.008	-.124	.105	.126	.121	.111	.040	.061
	WOM3	.819	.033	-.122	.105	.173	.112	.069	.060	.015
	ATTIT5	.806	.113	-.167	.113	.018	.152	.044	-.016	.072
	ATTIT4	.805	.093	-.135	.083	.063	.192	.025	-.084	.070
	WOM4	.793	.019	-.137	.174	.116	.130	.088	.089	.036
	ATTIT1	.786	.048	-.162	.166	-.057	.125	.185	.039	.066
	ATTIT2	.759	.154	-.065	.202	.114	.170	.072	.008	.013
	REPUR2	.758	.005	-.196	.156	.061	.208	.253	.085	.046
	ATTIT3	.746	.139	-.082	.194	.072	.160	.114	.037	.051
	REPUR1	.712	.030	-.160	.144	.080	.163	.354	.085	.066
	REPUR3	.700	.039	-.137	.083	.029	.176	.366	.062	-.001
	REPUR5	.691	.001	-.106	.098	.037	.170	.331	.179	.021
공간적 가격검색	SPACE3	-.007	.799	.058	.031	.217	-.030	.022	.001	.111	0.87
	SPACE4	.102	.798	.030	-.009	.135	.032	.030	.169	.147
	SPACE5	.081	.760	.044	.043	.216	.067	-.026	.256	.134
	SPACE2	.031	.717	.017	.080	.220	-.021	.041	.171	.196
	SPACE1	.139	.612	-.015	.101	.135	-.016	.096	.278	.306
지각된 위험성	RISK4	-.213	.079	.795	-.144	.029	-.089	-.045	-.009	.067	0.86
	RISK3	-.110	.038	.784	.047	-.013	-.053	-.214	.069	.052
	RISK2	-.299	.020	.759	-.111	-.017	-.085	-.001	-.032	-.010
	RISK5	-.206	-.022	.742	-.085	.070	-.234	-.020	.086	-.008
	RISK1	-.184	.047	.719	-.221	.007	-.023	-.051	-.030	-.036
지각된 다양성	VARIETY2	.345	.110	-.142	.822	.075	.181	.131	.091	.060	0.93
	VARIETY5	.271	.027	-.138	.803	.044	.169	.174	.057	.007
	VARIETY1	.333	.041	-.164	.798	.122	.159	.140	.040	.083
	VARIETY3	.322	.091	-.161	.785	.086	.190	.168	.060	.089
시장 전문성	MARB3	.203	.229	.027	.068	.825	.024	.082	.153	.081	0.91
	MARB2	.151	.216	.031	.106	.822	.015	.063	.147	.227
	MARB1	.131	.259	-.010	.046	.808	.077	-.008	.101	.155
	MARB4	.078	.302	.030	.054	.781	.011	.065	.235	.010
지각된 편리성	CONV3	.391	.006	-.131	.164	.081	.746	.285	.014	.046	0.93
	CONV1	.416	-.006	-.140	.216	.006	.732	.041	.057	.001
	CONV4	.406	-.014	-.123	.129	.066	.725	.261	.003	.023
	CONV5	.457	.035	-.165	.174	.050	.681	.203	.016	.015
	CONV2	.460	-.005	-.199	.317	-.036	.616	.161	-.019	-.009
지각된 금전혜택	MONEY2	.345	.072	-.047	.160	.070	.146	.766	.023	.029	0.91
	MONEY3	.463	.054	-.128	.202	.060	.175	.753	.063	.030
	MONEY4	.454	.058	-.153	.202	.052	.218	.733	.050	.001
	MONEY1	.432	.023	-.135	.180	.059	.310	.653	.028	.017
사전 검색	SKILL4	.063	.255	.052	.066	.071	.030	.096	.780	.169	0.82
	SKILL1	.077	.244	-.015	.077	.330	.033	-.030	.740	.038
	SKILL2	.098	.391	.016	.072	.323	.001	.028	.667	.153
	SKILL5	.149	.468	.084	.010	.189	-.027	.079	.513	.274
시간적 가격검색	TIME3	.108	.231	.029	.052	.085	.037	.007	.108	.814	0.82
	TIME2	.077	.341	-.016	.099	.123	-.036	.023	.178	.805
	TIME1	.073	.312	.050	.025	.245	.051	.018	.107	.709