indicate the extracted number of factors should be six. Thus, six factors of motivational reasons are extracted, which explains 60.34 per cent of the total variability, were named as Diversion/Browsing, Economic Reasons, Shopping Environment, Refreshments and Snacking, Services and Social Experience (Table 3). To enhance the interpretation, these extracted factors were orthogonally rotated by varimax procedure with Kaiser Normalization. Table 3: Factor Influencing Motivational Reasons of Mall Shoppers Factor Factor Loading Variables Interpretation Included in (% Variance the Factors Explained) 0.794 Boredom Fun 0.755 Diversion/ F1 Browsing Out Of 0.722 (13.16% ) Change 0.707 BEST DEALS 1.000 0.513 Friends 0.619 Find Good 0.803 Prices Economic Comparison 0.729 F2 Reasons Shop Buy (12.377% ) 0.683 Best Deal 0.633 The Scree plot, which is nothing but a plot between Better Store number of eigen values and factor of motivational 0.697 Personnel reasons in order of extraction, has distinct break Clean And 0.665 point between the steep slope of factors and a Shopping Posh Conveniences gradual trailing off associated with rest of the F3 Environment 0.631 Environment Shopping factors. This gradual trailing off points indicated the (10.521% ) Hassel Free 0.607 possible number of factors and it is observed to be Parking Multiple six in this analysis (Figure 1). At the same time the 0.563 Shopping eigen values of these factors are greater than one F4 Meals 0.751 whereas other factors has less than one, which again
BEST DEALS 1.000 0.513 The Scree plot, which is nothing but a plot between number of eigen values and factor of motivational reasons in order of extraction, has distinct break point between the steep slope of factors and a gradual trailing off associated with rest of the factors. This gradual trailing off points indicated the possible number of factors and it is observed to be six in this analysis (Figure 1). At the same time the eigen values of these factors are greater than one whereas other factors has less than one, which again indicate the extracted number of factors should be six. Thus, six factors of motivational reasons are extracted, which explains 60.34 per cent of the total variability, were named as Diversion/Browsing, Economic Reasons, Shopping Environment, Refreshments and Snacking, Services and Social Experience (Table 3). To enhance the interpretation, these extracted factors were orthogonally rotated by varimax procedure with Kaiser Normalization. Table 3: Factor Influencing Motivational Reasons of Mall Shoppers Factor Factor Interpretation (% Variance Explained) Loading Variables Included in the Factors F1 Diversion/ Browsing (13.16% ) 0.794 Boredom 0.755 Fun 0.722 Out Of 0.707 Change 0.619 Friends F2 Economic Reasons (12.377% ) 0.803 Find Good Prices 0.729 Comparison Shop 0.683 Buy 0.633 Best Deal F3 Shopping Environment (10.521% ) 0.697 Better Store Personnel 0.665 Clean And Posh Environment 0.631 Conveniences Shopping 0.607 Hassel Free Parking 0.563 Multiple Shopping F4 0.751 Meals
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