Interpretation of Factors

Each factor needs to be assigned a name or label to characterise it and aid its interpretation (Tabachnick and Fidell, 2007). Each of the plus size fashion online shopping motivation factors that have been extracted via Principle Component Analysis in the Exploratory Factor Analysis process of this research data are displayed in Figure 6.45. The names allocated to each factor are a result of the interpretation of its plus size fashion online shopping motivations factor scale items and are discussed in the following sub-sections.

6.5.6.1 Gratification

The first factor with the highest Total Variance Explained value has been interpreted as Gratification due to its inclusion of scale items identified and adapted from academic literature surrounding plus size fashion online shopping gratification motivations, as displayed in Figure 6.11.

Figure 6.11 Factor 1 loading scale items

The scale items that load onto the Factor 1 are related to the following gratification variables: retail therapy (Cowart and Goldsmith, 2007; Heath et al. 2010); tension reduction (Girard et al. 2003; Jamal et al. 2006; Kim, 2006; Tiggeman and Lacey, 2009; Kang and Park-Poaps, 2010); enjoyment (Childers et al. 2001; Girard et al.

2003; Swinyard and Smith, 2003; Jamal et al. 2006; Lester et al. 2006; Rintamaki et al.

2006; Husic and Cicic, 2009; Tiggeman and Lacey, 2009); and gratifying activity (Mathwick et al. 2001; Parsons 2002; Jin and Kim 2003; Jamal et al. 2006; Michon et al. 2007; Heath et al. 2010; Schoenbachler and Gordon, 2002; Kim, 2006; Kang and Park-Poaps, 2010).

Factor 1

• Because it is retail therapy

• Way to relieve stress

• Helps lift my mood

• Because it makes me feel special

• Because it is fun

• Distraction from everyday routine

• When I want to treat myself to something special

6.5.6.2 Fashion Interest

Fashion Interest has been identified as the factor of this research data with the second highest percentage of the Total Variance Explained. This second factor has been interpreted as Fashion Interest due to its inclusion of the scale items identified and adapted from the academic literature surrounding the plus size fashion online shopping motivations that incorporate an interest in fashion and being fashionable, as displayed in Figure 6.12.

Figure 6.12 Factor 2 loading scale items

The scale items that load onto the Factor 2 are related to the following fashion interest variables: interest in fashion (O’Cass, 2004; Goldsmith and Flynn, 2005; Kim, 2006;

McCabe et al. 2007; To et al. 2007; Kang and Park-Poaps, 2010); having a fashionable wardrobe (Dias, 2003; Girard et al. 2003; Newman and Patel, 2004; Chae et al. 2006; Cowart and Goldsmith, 2007; Kamendiou et al. 2007; Tiggeman and Lacey, 2009); keeping up-to-date with new trends (Parsons, 2002; Nguyen et al. 2007;

To et al. 2007; Kang and Park-Poaps, 2010); enjoyment of being fashionable (Childers et al. 2001; Sweeney and Soutar; 2001; Newman and Patel, 2004; Yoh et al. 2003;

Jamal et al. 2006; Cowart and Goldsmith, 2007; Michon et al. 2007; Husic and Cicic, 2009); and fashionable colours (Kind and Hathcote, 2000; Chae et al. 2006; Joung and Miller, 2006).

6.5.6.3 Selection

This third factor has been interpreted as Selection due to its inclusion of the scale items identified and adapted from academic literature surrounding the plus size fashion online shopping motivations that incorporate a desire to access a selection of fashionable products, as displayed in Figure 6.13.

Factor 2

• Strong interest in new fashions

• To increase the number of fashionable garments in my wardrobe

• Keep up-to-date with new trends

• I enjoy being fashionable

• I can buy garments in a range of fashionable colours

Figure 6.13 Factor 3 loading scale items

The scale items that load onto the Factor 3 are related to the following selection variables: access to fashionable clothing that cannot be found elsewhere (Schoenbachler and Gordon, 2002; Swinyard and Smith, 2003; Shang et al. 2005;

Allred et al. 2006; Lester et al. 2006); access to a selection of clothing in the respondents’ size (Szymanski and Hise 2000; Newman and Patel, 2004; Levin et al.

2003; McCabe et al. 2007; Rajamma et al. 2007; To et al. 2007); general fit (Dias, 2003; Chae et al. 2006; Kameniou et al. 2007); flattering garments (Dias, 2003; Chae et al. 2006; Kameniou et al. 2007; Tiggeman and Lacey, 2009); garments for different social occasions and different seasons (Joung and Miller, 2006; Husic and Cicic, 2009).

6.5.6.4 Cost Saving

This fourth factor has been interpreted as Cost Saving due to its inclusion of the scale items identified and adapted from the academic literature surrounding the plus size fashion online shopping motivations that incorporate a desire to thriftily access fashionable clothing, as displayed in Figure 6.14.

Figure 6.14 Factor 4 loading scale items

The scale items that load onto the Factor 4 are related to the following cost saving variables: saving money and spending less (Chandon et al. 2000; Chen and Chang, 2003; Hill and Harmon, 2007; Rintamaki et al. 2006; To et al. 2007); competitive prices (Noble et al. 2005; Paulins and Geistfeld, 2003; Rohm and Swaminathan, 2004;

Factor 3

• To access a selection of fashionable clothing that I cannot find anywhere else

• To access a wide selection of clothes in my size

• General fit

• The ‘Simply Be’ fit flatters my shape

• Access a selection of clothes for different social occasions

• Access a selection of clothes for different seasons

Factor 4

• I spend less

• Offered a competitive price

• Save money

• Quality of fabrics

Cox et al. 2005; Jamal et al. 2006; Lester et al. 2006; McCabe et al. 2007; Kim and Kim, 2008); and quality fabrics (Swinyard and Smith, 2003; Chae et al. 2006; Jamal et al. 2006; Cowart and Goldsmith, 2007; Kamenidou et al. 2007; Husic and Cicic, 2009).

6.5.6.5 Promotion

This fifth factor has been interpreted as Promotion due to its inclusion of the scale items identified and adapted from academic literature surrounding the plus size fashion online shopping motivations that incorporate responding to retailer promotional activities, as displayed in Figure 6.15.

Figure 6.15 Factor 5 loading scale items

The scale items that loaded onto the Factor 5 are related to the following promotion variables: discount incentives (Machliet et al. 2005; Shang et al. 2005); and promotional e-mails (Swinyard and Smith, 2003; Shang et al. 2005).

6.5.6.6 Value

This sixth factor has been interpreted as Value due to its inclusion of the scale items identified and adapted from academic literature surrounding the plus size fashion online shopping motivations that incorporate the concepts of consumers seeking out retailer value marketing activities, as displayed in Figure 6.16.

Figure 6.16 Factor 6 loading scale items Factor 5

• When I am sent discount incentive through the post

• When I am sent discount incentive via e-mail

• When I am sent a promotional e-mail

Factor 6

• When there are sales

• When there are discounts

• To hunt for bargains

The scale items that loaded onto the Factor 6 related to the following value variables:

shopping when there are sales (Sim and Koi 2002; Girard et al. 2003; Jamal et al.

2006; Kim, 2006; Cowart and Goldsmith, 2007; Kim and Kim, 2008; Phau and Woo, 2008; Kang and Park-Poaps, 2010); looking for discounts (Jamal et al. 2006; Kim, 2006; Venkatesan et al. 2007; Kang and Park-Poaps, 2010); and hunting for bargains (Girard et al. 2003; Sim and Koi, 2002; Cox et al. 2005; Jamal et al. 2006; Kim, 2006;

Hill and Harmon, 2007; McCabe et al. 2007; Kim and Kim, 2008; Phau and Woo, 2008; Kang and Park-Poaps, 2010).

6.5.6.7 Privacy

This seventh factor has been interpreted as Privacy due to its inclusion of the scale items identified and adapted from academic literature surrounding the plus size fashion online shopping motivations that incorporate shopping privacy, as displayed in Figure 6.17.

Figure 6.17 Factor 7 loading scale items

The scale items that loaded onto the Factor 7 are related to the following privacy variables: avoiding changing rooms (Paulins and Geistfeld, 2003; Newman and Patel, 2004); avoiding shopping at a clothes store (Swinyard and Smith, 2003; Lester et al.

2006); and trying things on in the privacy of ones own home (Sim and Koi, 2002;

Lester et al. 2006; To et al. 2007).

6.5.6.8 Convenience

This eighth factor has been interpreted as Convenience due to its inclusion of the scale items identified and adapted from academic literature surrounding the plus size fashion online shopping motivations that incorporate convenience concepts, as displayed in Figure 6.18.

Factor 7

• Avoid changing rooms

• Try things on in the privacy of my own home

• Avoid shopping at a clothes store

Figure 6.18 Factor 8 loading scale items

The scale items that loaded onto the Factor 8 are related to the following convenience variables: fitting in with schedules (Mathwick et al. 2001; Chen and Chang; 2003;

Paulins and Geistfeld, 2003; Rintamaki et al. 2006; To et al. 2007); shopping without going out (Girard et al. 2003; Lester et al. 2006; Rajamma et al. 2007; To et al. 2007);

and shopping at any time of day or night (Childers et al. 2001; Chen and Chang, 2003;

Paulins and Geistfeld, 2003; Lester et al. 2006; To et al. 2007).

6.5.6.9 Website Fashionability Functions

This ninth factor has been interpreted as Website Fashionability Functions due to its inclusion of the scale items identified and adapted from academic literature surrounding the plus size fashion online shopping motivations that incorporate the fashionable elements of a retail website, as displayed in Figure 6.19.

Figure 6.19 Factor 9 loading scale items

The scale items that loaded onto Factor 9 are related to the following website fashionable functions variables: celebrity style suggestions (Dias, 2003; Chae et al.

2006; Kamenidou et al. 2007; Husic and Cicic, 2009); catwalk views (Swinyard and Smith, 2003; Allred et al. 2006; Kamenidou et al. 2007; To et al. 2007; Kang and Park-Poaps, 2010); and being sent a link to a page (Dias, 2003; Rintamaki et al. 2006;

Beldona et al. 2005; Husic and Cicic, 2009).

Factor 8

• Fits around my schedule

• I can do so without going out

• I can shop at any time of day/night

Factor 9

• Celebrity style suggestions

• Catwalk views

• When someone sends me a link to a page