Exploratory factor analysis approach for understanding consumer behavior toward using Chongqing City Card

Abstract

This paper examines the attitude and consumer behavior toward using Chongqing City Card by surveying 202 respondents with a self-administered questionnaire. With exploratory factor analysis, there are seven major factors found out, which are defined as general dimension, marketing dimension, use cost dimension, technology dimension, utility dimension, convenience dimension and E-commerce dimension. Then some suggestions for better operation of Chongqing City Card are provided according to these findings. Limitation and future researches are given also. © 2010 Springer-Verlag.