In this subdivision, the research focal point on the consumers ‘ attitude toward different degree of congruient co-brand merchandise.

Before we start factor analysis, we need to set about both Bartlett trial of Sphericity and Keiser-Meyer-Olkin ( KMO ) trial. To get down with, Bartlett trial of Sphericity was used to analyze the correlativity of the different variable of the premise and besides whether carry oning factor analysis was appropriate. Keiser-Meyer-Olkin ( KMO ) was an appraisal of trying adequateness during the factor analysing. The factor analysis showed that the points included in the questionnaire can be categorized in seven different factors with the consequence of characteristic root of a square matrixs from 1.04 to 5.82 ( see Table 1 and Table 2 ) . With the purpose of analyzing the rightness of the factor analysis, which was facilitated by carry oning the Bartlett ‘s Test of Sphericity and Kaiser-Meyer-Olkin Measure of Sampling Adequacy ( KMO ) Kaiser ( 1974 ) . In add-on, Kaiser ( 1974 ) suggested that the different significance of KMO consequences, which were KMO & A ; # 65308 ; 0.5 unacceptable 0.5 & A ; # 8806 ; KMO & A ; # 65308 ; 0.6 mediocre ; 0.6 & A ; # 8806 ; KMO & A ; # 65308 ; 0.7 miserable ; 0.7 & A ; # 8806 ; KMO & A ; # 65308 ; 0.8 middling ; 0.8 & A ; # 8806 ; KMO & A ; # 65308 ; 0.9 meritable ; 0.9 & A ; # 8806 ; KMO fantastic. The consequences of the Bartlett ‘s trial of sphericalness and the value of KMO were both statistically important which were 18298.894 and 0.893, severally.

The results of these trials, hence, could bespeak that the factor analysis can be considered appropriate. Furthermore, we farther conducted Cronbach ‘s & A ; alpha ; to analyze the dependability of the questionnaire, Nunnally ( 1978 ) indicated that consequence of Cronbach ‘s & A ; alpha ; should above 0.70. Furthermore, George et Al. ( 2003 ) besides suggested that Cronbach ‘s & A ; alpha ; , 1.0 & A ; # 65310 ; & A ; alpha ; & amp ; # 8807 ; 0.9 excellent ; 0.9 & A ; # 65310 ; & A ; alpha ; & amp ; # 8807 ; 0.8 Good ; 0.8 & A ; # 65310 ; & A ; alpha ; & amp ; # 8807 ; 0.7 acceptable ; 0.7 & A ; # 65310 ; & A ; alpha ; & amp ; # 8807 ; 0.6 questionable ; 0.6 & A ; # 65310 ; & A ; alpha ; & amp ; # 8807 ; 0.5 hapless ; 0.5 & A ; # 65310 ; & A ; alpha ; & amp ; # 8807 ; 0.0 unacceptable. The consequence of Cronbach ‘s & A ; alpha ; of each factor of Consumer Decision Making Style ( CDMS ) would be explained subsequently in the following chapter.

The analysis of our survey, the information was programmed by utilizing the SPSS computing machine plan for statistical analysis. First of wholly, we analyzed the informations by using factor analysis with chief constituent method on decision-making manner graduated table points, with the purposes of separating the salient points which explain the correlativities among a set of variables ( Mokhlis S. , 2009 ) . Furthermore, harmonizing to the exploratory chief constituents analysis, we would carry on a varimax rotary motion which was used to sum up the points of the decision-making features Mitchell V.W. and Walsh G. ( 2001 ) . In add-on, Mitchell V.W. and Walsh G. ( 2001 ) indicated that all factor burdens of 0.4 or above could be identified in the factor matrix, the same degree used by Sproles and Kendall ( 1986 ) and the norm of Test-retest dependabilities on the these points were 0.71. Furthermore, Mokhlis S. , ( 2009 ) besides suggested that a burden, the recognized method of factor burden, of 0.5 or greater of any variable would be considered important. When all characteristic root of a square matrixs of larger than one were gained while a set of factors interpreted as a high per centum of the entire discrepancy was achieved.

We besides conducted the dependability analysis with the purposes of the appraisal of the internal consistence of each factor. Mokhlis S. , ( 2009 ) claimed that there should be a consistence among every point for the construct being measured and a set of points could besides be measured individually under the same concept. The Cronbach alpha was a measuring of internal dependability. The consequence of the Cronbach ‘s alpha coefficient at 0.4 or higher would be considered acceptable. Robinson et al. , ( 1991 ) suggested that given that an alpha of 0.60 or better is desired for any measuring graduated table which could stand for those factors are stable and internally consistent in the sample. Furthermore, the analysis of our research, we further analyzed the information with the multivariate analysis of discrepancy ( MANOVA ) . MANOVA could cut down the figure of forecasters for a categorization analysis and set up the statistical significance of group differences in the whole profile of forecaster variables ( Huberty, 1984 ; Montemayor, 1996 ) . Subsequently, we further analyzed by carry oning the discriminant analysis which was used to place the relationship between consumers ‘ pick of trade name allied merchandises which under different degree of engagement and their decision-making manners every bit good as other consumer features.

The discriminant theoretical account comprised 13 variables selected through MANOVA and all variables were entered with a coincident appraisal attack because the aims of the research was to place groups based on all forecasters from MANOVA consequences instead than to take the most discriminant variables ( Hair et al. , 1998 ) . Furthermore, Hair et al. , ( 1998 ) indicated that in order to set up meaningful group profiles, the truth of categorization should be at least one-fourth greater than that achieved by CPRO, which means that the hit-ratios in our sample had to be at least 43.08 per centum to demo substantial prognostic cogency. In add-on, the consequence of Levene trial could bespeak that, no misdemeanor of the homogeneousness of discrepancy was observed in decision-making manner variables, which except for a few consumer characteristic variables ( Wang C. et al. , 2004 ) . Our farther analysis is to find the beginning of these group differences was conducted with Tukey to place which brace of groups had important differences after our appraisal of the overall differences.

In add-on, MANOVA and Tukey multiple comparing trials which are appropriate to construe the consequences by uniting information from them. Because Tukey trials compared each group ‘s agencies on every variable, it was found to be helpful in profiling consumers ( Wang C. et al. , 2004 ) . As a consequence, it could supply us inference to place the penchant of consumer on different congruousness trade name allied merchandises, which under different degree of engagement. The consumers, for illustration, prefer to buy the moderate incongruousness trade name allied merchandise while under high degree of engagement.