Table 6 Results from the exploratory... | Emerald Publishing

Table 6

Results from the exploratory factor analysis performed on touchpoint frequency

Matrix of rotated components
Touchpoint frequency	Components
Touchpoint frequency	1	2
Audio guide	0.913	0.130
Bookshop	0.741	0.465
Brochures and flyers	0.743	0.36
Interactive on-site devices	0.694	0.407
Mobile App	0.876	0.112
Museum map, totems and signage	0.688	0.523
Newspapers and magazines	0.801	0.293
Online infomediaries	0.838	0.187
Outdoor ads and paid advertising	0.819	0.205
Road signs and museum banner	0.78	0.255
Social media	0.456	0.495
Staff	0.056	0.93
Website	0.701	0.325

Matrix of rotated components
Touchpoint frequency	Components
Touchpoint frequency	1	2
Audio guide	0.913	0.130
Bookshop	0.741	0.465
Brochures and flyers	0.743	0.36
Interactive on-site devices	0.694	0.407
Mobile App	0.876	0.112
Museum map, totems and signage	0.688	0.523
Newspapers and magazines	0.801	0.293
Online infomediaries	0.838	0.187
Outdoor ads and paid advertising	0.819	0.205
Road signs and museum banner	0.78	0.255
Social media	0.456	0.495
Staff	0.056	0.93
Website	0.701	0.325

Note(s): Italic highlights loadings higher than 0.40

Source(s): Authors’ own work