Data reduction via factor analysis
| Component | Initial eigenvalues | Extraction sums of squared loadings | |||||
|---|---|---|---|---|---|---|---|
| Total | % of | Cumulative | % of | Cumulative | Variables for analysis and conceptual theme | ||
| Variance | (%) | Total | Variance | (%) | Theme represented/Variable | ||
| 1 | 7.194 | 32.972 | 32.972 | 7.194 | 32.972 | 32.972 | Fantasy Sports Participants |
| 2 | 2.939 | 13.697 | 46.669 | 2.939 | 13.697 | 46.669 | Facebook Likes |
| 3 | 1.967 | 9.837 | 56.507 | 1.967 | 9.837 | 56.507 | TV Ratings |
| 4 | 1.727 | 8.637 | 65.143 | 1.727 | 8.637 | 65.143 | Cost to Participate |
| 5 | 1.629 | 6.925 | 72.068 | 1.629 | 6.925 | 72.068 | Demographic Reach |
| 6 | 1.535 | 5.832 | 77.900 | 1.535 | 5.832 | 77.900 | Deal Length |
| 7 | 1.259 | 5.251 | 83.151 | 1.259 | 5.251 | 83.151 | Indoor/Outdoor Venue |
| 8 | 0.601 | 3.005 | 85.951 | ||||
| 9 | 0.575 | 2.875 | 88.826 | ||||
| 10 | 0.512 | 2.562 | 91.389 | ||||
| 11 | 0.379 | 1.893 | 93.282 | ||||
| 12 | 0.281 | 1.407 | 94.688 | ||||
| 13 | 0.273 | 1.366 | 96.054 | ||||
| 14 | 0.241 | 1.206 | 97.261 | ||||
| 15 | 0.206 | 1.030 | 98.291 | ||||
| 16 | 0.137 | 0.684 | 98.974 | ||||
| 17 | 0.126 | 0.631 | 99.605 | ||||
| 18 | 0.010 | 0.049 | 100.000 | ||||
| Component | Initial eigenvalues | Extraction sums of squared loadings | |||||
|---|---|---|---|---|---|---|---|
| Total | % of | Cumulative | % of | Cumulative | Variables for analysis and conceptual theme | ||
| Variance | (%) | Total | Variance | (%) | Theme represented/Variable | ||
| 1 | 7.194 | 32.972 | 32.972 | 7.194 | 32.972 | 32.972 | Fantasy Sports Participants |
| 2 | 2.939 | 13.697 | 46.669 | 2.939 | 13.697 | 46.669 | Facebook Likes |
| 3 | 1.967 | 9.837 | 56.507 | 1.967 | 9.837 | 56.507 | TV Ratings |
| 4 | 1.727 | 8.637 | 65.143 | 1.727 | 8.637 | 65.143 | Cost to Participate |
| 5 | 1.629 | 6.925 | 72.068 | 1.629 | 6.925 | 72.068 | Demographic Reach |
| 6 | 1.535 | 5.832 | 77.900 | 1.535 | 5.832 | 77.900 | Deal Length |
| 7 | 1.259 | 5.251 | 83.151 | 1.259 | 5.251 | 83.151 | Indoor/Outdoor Venue |
| 8 | 0.601 | 3.005 | 85.951 | ||||
| 9 | 0.575 | 2.875 | 88.826 | ||||
| 10 | 0.512 | 2.562 | 91.389 | ||||
| 11 | 0.379 | 1.893 | 93.282 | ||||
| 12 | 0.281 | 1.407 | 94.688 | ||||
| 13 | 0.273 | 1.366 | 96.054 | ||||
| 14 | 0.241 | 1.206 | 97.261 | ||||
| 15 | 0.206 | 1.030 | 98.291 | ||||
| 16 | 0.137 | 0.684 | 98.974 | ||||
| 17 | 0.126 | 0.631 | 99.605 | ||||
| 18 | 0.010 | 0.049 | 100.000 | ||||
Note(s): Extraction Method: Principal Component Analysis
Source(s): Created by authors