C4市场调研与预测.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 5.列联表分析 在市场研究中，大多数情况下需要研究多个变量间的相互关系。 在交叉列联表分析中，通过观察频数和百分比，可以大致了解数据的分布情况及变量之间的初步关系，如果要判断变得之间具体的相关关系及其强弱程度，这就需要采用卡方分析。 卡方分析（Chi-Square）是用来研究两个定类变量间是否独立即是否存在某种关联性的最常用的方法。 Items Path Factor Standard Estimate Standard Error t Control ← Interactivity 0.776 Communication ← 0.659 0.112 6.612 Responsiveness ← 0.843 0.141 6.845 C1 ← Control 0.829 C2 ← 0.799 0.073 12.768 C3 ← 0.725 0.075 11.705 T1 ← Communication 0.825 T2 ← 0.852 0.101 9.725 R2 ← Responsiveness 0.761 0.069 12.130 R3 ← 0.813 R4 ← 0.781 0.076 12.409 χ2=26.325(17), p=0.069, CMIN/DF=1.549, GFI=0.975, AGFI=0.948, NFI=0.972, RFI=0.954, IFI=0.990, TLI=0.983, CFI=0.990, RMSEA=0.046 Passive Participation Active Participation Low Brand Attitude (83) High Brand Attitude (n=104) Low Brand Attitude (n=39) High Brand Attitude (n=35) Duncan Scheffe Post-hoc Brand Loyalty 4.1476 5.1322 4.9103 6.0857 (1,2,3,4) 1324 F= 99.141 P=0.000*** Notes: ***: p0.001, Ducan (1, 2, 3, 4) reveals the four groups are significantly different from each other. 1 2 3 4 5 6 7 8 9 10 1.Control (.6145) 2.Communication .422** (.6953) 3.Responsiveness .547** .461** (.6240) 4.Entertainment .397** .386** .434** (.7829) 5.aesthetics .380** .227** .410** .385** (.7162) 6.Excellence .461** .550** .576** .593** .473** (.6744) 7.Efficiency .447** .617** .524** .526** .407** .723** (.6754) 8.Satisfaction .490** .531** .562** .599** .465** .743** .734** (.6991) 9.Brand attitude .435** .448** .497** .549** .447** .643** .692** .788** (.7216) 10.Brand loyalty .498** .471** .532** .554** .461** .599** .663** .693** .718** (.6798) Notes: **. Correlation is significant at the 0.01 level (2-tailed). Average variance extracted measures are given along the diagonal. Variables Initial Items After CFA Cronbach’s α Control 3 3 0.827 Communication 3 2 0.825 Responsiveness 4 3 0.826 Entertainment 4 3 0.915 Aesthetics 4 4 0.910 Excellence 4 3 0.844 Efficiency 4 4 0.897 Customer Satisfaction