Table 1 Descriptive statistics and...

Table 1

Descriptive statistics and exploratory factor analysis

Latent variables and items	Descriptive and assessment of normality							Exploratory factor analysis
Latent variables and items	M	SD	S	c.r	K	c.r.	r _CIT	F1	F2	F3	F4
Attention											16.72%
I like to learn more about X	3.45	1.977	0.322	2.158	−1.083	−3.654	0.728				0.530
I pay a lot of attention to anything about X	3.40	1.893	0.320	2.144	−0.999	−3.376	0.860				0.856
Anything related to X grabs my attention	3.43	1.904	0.329	2.201	−1.045	−3.529	0.799				0.633
Enthusiasm										17.91%
I am passionate about airline X	2.42	1.829	1.087	1.081	0.001	−0.071	0.839			0.770
My flights would not be the same without airline X	2.54	1.762	0.907	0.902	−0.247	−0.889	0.769			0.667
I love X	2.25	1.726	1.184	1.177	0.234	0.699	0.847			0.811
Offline loyalty								23.26%
I would make positive comments about X face-to-face to other people	4.39	1.827	−0.295	−1,976	−0.919	−3.113	0.889	0.850
I would recommend X to others seeking my advice	4.53	1.783	−0.371	−2.483	−0.789	−2.682	0.891	0.858
I encourage my friends and family to choose X for their flights	3.75	1.946	0.057	0.384	−1.153	−3.884	0.806	0.656
Social media loyalty									21.56%
I would comment positively on social media about X	3.65	1.963	0.166	1.111	−1.142	−3.849	0.756		0.573
I would recommend following the social networks of X	3.29	1.998	0.402	2.694	−1.024	−3.458	0.848		0.846
I encourage my friends and family to follow X on social media	2.60	1.866	0.906	6.066	−0.346	−0.362	0.753		0.698
Multivariate						46.522	20.929

Latent variables and items	Descriptive and assessment of normality							Exploratory factor analysis
Latent variables and items	M	SD	S	c.r	K	c.r.	r _CIT	F1	F2	F3	F4
Attention											16.72%
I like to learn more about X	3.45	1.977	0.322	2.158	−1.083	−3.654	0.728				0.530
I pay a lot of attention to anything about X	3.40	1.893	0.320	2.144	−0.999	−3.376	0.860				0.856
Anything related to X grabs my attention	3.43	1.904	0.329	2.201	−1.045	−3.529	0.799				0.633
Enthusiasm										17.91%
I am passionate about airline X	2.42	1.829	1.087	1.081	0.001	−0.071	0.839			0.770
My flights would not be the same without airline X	2.54	1.762	0.907	0.902	−0.247	−0.889	0.769			0.667
I love X	2.25	1.726	1.184	1.177	0.234	0.699	0.847			0.811
Offline loyalty								23.26%
I would make positive comments about X face-to-face to other people	4.39	1.827	−0.295	−1,976	−0.919	−3.113	0.889	0.850
I would recommend X to others seeking my advice	4.53	1.783	−0.371	−2.483	−0.789	−2.682	0.891	0.858
I encourage my friends and family to choose X for their flights	3.75	1.946	0.057	0.384	−1.153	−3.884	0.806	0.656
Social media loyalty									21.56%
I would comment positively on social media about X	3.65	1.963	0.166	1.111	−1.142	−3.849	0.756		0.573
I would recommend following the social networks of X	3.29	1.998	0.402	2.694	−1.024	−3.458	0.848		0.846
I encourage my friends and family to follow X on social media	2.60	1.866	0.906	6.066	−0.346	−0.362	0.753		0.698
Multivariate						46.522	20.929

Note(s): M = Mean, SD= Standard Deviation, S = skewness, K= Kurtosis, c.r. = critical ratios, r _CIT= Corrected Item-Total Correlation, F = Factor. Italic values are percentages of explained variance of each factor. Extraction Method: Principal Axis Factoring. Rotation Method: Varimax with Kaiser Normalisation. Rotation converged in six iterations

Source(s): Table by the authors

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