ANOVA

Cluster Error
Mean Square df Mean Square df F Sig.
How important are different 5.083 2 .464 313 10.952 .000
characteristics when
searching and purchasing
online? [Price comparison
with Physical stores]
How important are different 10.512 2 .436 313 24.115 .000
characteristics when
searching and purchasing
online? [Reviews about
product & its seller]
How 4 are different 35.377 2 .444 313 79.652 .000
characteristics when
searching and purchasing
online? [security certificate,
product details &
photos]
How 4 are different 33.353 2 .433 313 76.996 .000
characteristics when
searching and purchasing
online? [website graphics,
easy-to-use navigation]
How 4 are different 26.247 2 .748 313 35.089 .000
characteristics when
searching and purchasing
online? [position on google
page, number of followers on
social media]
How 4 are different 26.416 2 .453 313 58.293 .000
characteristics when
searching and purchasing
online? [ease of accessibility
of TnC & shipping
conditions,]
How 4 are different 44.670 2 .957 313 46.683 .000
characteristics when
searching and purchasing
online? [seller’s country
of origin]
How well do the following 35.759 2 .872 313 41.012 .000
statements describe your
personality? I see myself as
someone who: [is reserved]
How well do the following .613 2 .491 313 1.250 .288
statements describe your
personality? I see myself as
someone who: [is generally
trusting]
How well do the following 30.986 2 .936 313 33.089 .000
statements describe your
personality? I see myself as
someone who: [tends to be
lazy]
How well do the following 7.701 2 .735 313 10.482 .000
statements describe your
personality? I see myself as
someone who: [is relaxed,
handles stress well]
How well do the following 9.124 2 .907 313 10.065 .000
statements describe your
personality? I see myself as
someone who: [has few
artistic interests]
How well do the following 10.262 2 .627 313 16.373 .000
statements describe your
personality? I see myself as
someone who: [is outgoing,
sociable]
How well do the following 28.172 2 .887 313 31.766 .000
statements describe your
personality? I see myself as
someone who: [tends to find
fault with others]
How well do the following 2.914 2 .556 313 5.242 .006
statements describe your
personality? I see myself as
someone who: [does a
thorough job]
How well do the following 92.231 2 .578 313 159.441 .000
statements describe your
personality? I see myself as
someone who: [gets nervous
easily]
How well do the following 2.087 2 .734 313 2.844 .060
statements describe your
personality? I see myself as
someone who: [has an active
imagination]
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus
cannot be interpreted as tests of the hypothesis that the cluster means are equal.
Number of Cases in each
Cluster
Cluster 1 132.000
2 64.000
3 120.000
Valid 316.000
Missing .000

Final Cluster Centers

Cluster
1 2 3
How important are different 4 4 5
characteristics when
searching and purchasing
online? [Price comparison
with Physical stores]
How important are different 5 4 5
characteristics when
searching and purchasing
online? [Reviews about
product & its seller]
How 4 are different 5 3 5
characteristics when
searching and purchasing
online? [security certificate,
product details &
photos]
How 4 are different 4 3 4
characteristics when
searching and purchasing
online? [website graphics,
easy-to-use navigation]
How 4 are different 4 3 4
characteristics when
searching and purchasing
online? [position on google
page, number of followers on
social media]
How 4 are different 4 3 4
characteristics when
searching and purchasing
online? [ease of accessibility
of TnC & shipping
conditions,]
How 4 are different 4 2 4
characteristics when
searching and purchasing
online? [seller’s country
of origin]
How well do the following 3 4 4
statements describe your
personality? I see myself as
someone who: [is reserved]
How well do the following 4 4 4
statements describe your
personality? I see myself as
someone who: [is generally
trusting]
How well do the following 3 4 4
statements describe your
personality? I see myself as
someone who: [tends to be
lazy]
How well do the following 4 4 4
statements describe your
personality? I see myself as
someone who: [is relaxed,
handles stress well]
How well do the following 4 3 4
statements describe your
personality? I see myself as
someone who: [has few
artistic interests]
How well do the following 4 4 4
statements describe your
personality? I see myself as
someone who: [is outgoing,
sociable]
How well do the following 2 3 3
statements describe your
personality? I see myself as
someone who: [tends to find
fault with others]
How well do the following 4 4 4
statements describe your
personality? I see myself as
someone who: [does a
thorough job]
How well do the following 2 3 4
statements describe your
personality? I see myself as
someone who: [gets nervous
easily]
How well do the following 4 4 4
statements describe your
personality? I see myself as
someone who: [has an active
imagination]
 Rotated Component Matrixa
Component
1 2 3
How well do the following .715
statements describe your
personality? I see myself as
someone who: [has an active
imagination]
How well do the following .657
statements describe your
personality? I see myself as
someone who: [does a
thorough job]
How well do the following .604
statements describe your
personality? I see myself as
someone who: [has few
artistic interests]
How well do the following .592 -.558
statements describe your
personality? I see myself as
someone who: [is outgoing,
sociable]
How well do the following .457
statements describe your
personality? I see myself as
someone who: [is generally
trusting]
How well do the following .743
statements describe your
personality? I see myself as
someone who: [is reserved]
How well do the following .741 .376
statements describe your
personality? I see myself as
someone who: [gets nervous
easily]
How well do the following .338 -.514 .332
statements describe your
personality? I see myself as
someone who: [is relaxed,
handles stress well]
How well do the following .766
statements describe your
personality? I see myself as
someone who: [tends to find
fault with others]
How well do the following .735
statements describe your
personality? I see myself as
someone who: [tends to be
lazy]
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

Total Variance Explained

Comp Initial Eigenvalues Extraction Sums of Squared Loadings
onent Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.174 21.737 21.737 2.174 21.737 21.737
2 1.761 17.608 39.346 1.761 17.608 39.346
3 1.300 12.997 52.343 1.300 12.997 52.343
4 .964 9.639 61.982
5 .879 8.790 70.772
6 .731 7.310 78.081
7 .703 7.026 85.107
8 .646 6.457 91.565
9 .445 4.449 96.014
10 .399 3.986 100.000
Extraction Method: Principal Component Analysis.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .814
Bartlett's Test of Sphericity Approx. Chi-Square 589.829
df 28
Sig. .000