Coding | Factors | Communalities | Factor loading | New factors | Eigenvalue | Total variance explained | New factors name |
---|---|---|---|---|---|---|---|
X1 | Not fresh, expired | 0.590 | 0.699 | 1 | 7.486 | 35.649% | perceived food risk |
X2 | A lack of after-sales service | 0.714 | 0.803 | 1 | |||
X3 | Hygiene problems | 0.676 | 0.801 | 1 | |||
X4 | Concerned about food safety | 0.701 | 0.806 | 1 | |||
X5 | Concerned about the health consequences | 0.529 | 0.642 | 1 | |||
X6 | Unacceptable psychologically | 0.613 | 0.660 | 2 | 2.213 | 46.187% | resistance to sales techniques |
X7 | Do not like this format | 0.634 | 0.706 | 2 | |||
X8 | Not necessary | 0.577 | 0.709 | 2 | |||
X9 | Someone else may have eaten it | 0.568 | 0.593 | 2 | |||
X10 | Feel that the buying process is tedious | 0.651 | 0.738 | 2 | |||
X11 | Fear of losing face in front of others | 0.518 | 0.600 | 2 | |||
X12 | Don’t like the design of the package | 0.524 | 0.623 | 2 | |||
X13 | Be concerned about buying dislike food | 0.533 | 0.604 | 3 | 1.362 | 52.673% | taste anxiety |
X14 | Tasteless | 0.559 | 0.526 | 3 | |||
X15 | Anxiety about being cheated | 0.509 | 0.524 | 3 | |||
X16 | An inability to control the unknown | 0.579 | 0.713 | 3 | |||
X17 | Concerned about psychological gaps | 0.457 | 0.501 | 3 | |||
X18 | There are limited channels of purchase | 0.510 | 0.661 | 4 | 1.009 | 57.476% | inadequate marketing strategies |
X19 | A complicated purchasing process | 0.578 | 0.705 | 4 | |||
X20 | Concerned about a lack of food in the blind box | 0.504 | 0.647 | 4 | |||
X21 | Concerned about the lack of variety in blind box food | 0.546 | 0.567 | 4 |