Table II. Factor analysis of safety...

Table II.

Factor analysis of safety marketing stimuli items

Safety marketing attributes	Factor 1	Factor 2	Factor 3	Factor 4
Life-saving equipment (such as life jacket and lifebuoy)	0.865	0.020	0.121	0.116
Safety installations (such as net and guard rail) to prevent falling overboard	0.793	0.044	0.212	0.197
Fire-fighting equipment (such as fire extinguisher)	0.721	0.219	0.150	0.259
Cleanliness of shipboard cabin	0.486	−0.102	0.304	0.463
Attention drawn by safety video	−0.002	0.757	0.196	−0.148
Safety guidance imitativeness and ferry crew alertness	0.090	0.742	−0.124	0.264
Attention drawn by safety announcement	0.011	0.732	0.293	−0.204
Clarity of explanation about safety information by ferry crew	0.014	0.687	−0.273	0.223
Attention drawn by safety instruction	0.361	0.540	0.209	0.277
Accessibility of life jacket	0.051	0.101	0.859	0.257
Accessibility of fire extinguisher	0.391	0.151	0.752	0.137
Accessibility of lifeboat	0.447	−0.093	0.742	0.216
Safety patrol by ferry crew	0.403	0.175	0.061	0.730
Adequate spacing for emergency evacuation	0.042	0.246	0.376	0.722
Stability of sailing	0.279	−0.100	0.159	0.669
Eigenvalues	5.378	2.373	1.392	1.035
Percentage variance (%)	35.85	15.81	9.28	6.89
Cumulative percentage variance (%)	35.85	51.67	60.95	67.85
Cronbach alpha	0.818	0.750	0.860	0.735
Mean	4.280	3.976	4.263	4.273
Standard deviation	0.684	0.875	0.662	0.572

Safety marketing attributes	Factor 1	Factor 2	Factor 3	Factor 4
Life-saving equipment (such as life jacket and lifebuoy)	0.865	0.020	0.121	0.116
Safety installations (such as net and guard rail) to prevent falling overboard	0.793	0.044	0.212	0.197
Fire-fighting equipment (such as fire extinguisher)	0.721	0.219	0.150	0.259
Cleanliness of shipboard cabin	0.486	−0.102	0.304	0.463
Attention drawn by safety video	−0.002	0.757	0.196	−0.148
Safety guidance imitativeness and ferry crew alertness	0.090	0.742	−0.124	0.264
Attention drawn by safety announcement	0.011	0.732	0.293	−0.204
Clarity of explanation about safety information by ferry crew	0.014	0.687	−0.273	0.223
Attention drawn by safety instruction	0.361	0.540	0.209	0.277
Accessibility of life jacket	0.051	0.101	0.859	0.257
Accessibility of fire extinguisher	0.391	0.151	0.752	0.137
Accessibility of lifeboat	0.447	−0.093	0.742	0.216
Safety patrol by ferry crew	0.403	0.175	0.061	0.730
Adequate spacing for emergency evacuation	0.042	0.246	0.376	0.722
Stability of sailing	0.279	−0.100	0.159	0.669
Eigenvalues	5.378	2.373	1.392	1.035
Percentage variance (%)	35.85	15.81	9.28	6.89
Cumulative percentage variance (%)	35.85	51.67	60.95	67.85
Cronbach alpha	0.818	0.750	0.860	0.735
Mean	4.280	3.976	4.263	4.273
Standard deviation	0.684	0.875	0.662	0.572

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