Table 4.

The validity and reliability of the Conspicuous Consumption Tendency Scale.

Items	Factor loading				α
	1	2	3	4
Conspicuous consumption tendency 3	0.899	0.057	0.189	0.170	0.926
Conspicuous consumption tendency 2	0.844	0.079	0.174	0.092
Conspicuous consumption tendency 5	0.839	0.123	0.244	0.082
Conspicuous consumption tendency 4	0.819	0.062	0.252	0.205
Conspicuous consumption tendency 6	0.781	0.203	0.280	0.102
Conspicuous consumption tendency 1	0.688	0.095	−0.016	0.262
Conspicuous consumption tendency 18	0.129	0.900	0.110	0.152	0.930
Conspicuous consumption tendency 17	0.062	0.890	0.119	0.123
Conspicuous consumption tendency 16	0.117	0.886	0.155	0.164
Conspicuous consumption tendency 19	0.137	0.819	0.157	0.217
Conspicuous consumption tendency 12	0.259	0.131	0.832	0.166	0.875
Conspicuous consumption tendency 15	0.174	0.226	0.788	0.215
Conspicuous consumption tendency 14	0.174	0.224	0.778	0.274
Conspicuous consumption tendency 13	0.278	0.032	0.728	0.129
Conspicuous consumption tendency 10	0.082	0.122	0.093	0.812	0.810
Conspicuous consumption tendency 11	0.284	0.005	0.224	0.779
Conspicuous consumption tendency 8	0.246	0.273	0.144	0.661
Conspicuous consumption tendency 9	0.169	0.332	0.300	0.650
Conspicuous consumption tendency 7	0.086	0.293	0.288	0.429

Factor name	ISO	HPO	BO	TSO
Eigenvalue	4.420	3.540	3.044	2.752
Individual proportion of variance	23.263	18.634	16.021	14.483
Cumulative proportion of variance	23.263	41.898	57.918	72.401

KMO measure = 0.869, Bartlett’s unit matrix test = 3399.610 (df = 171, p < 0.001). ISO, Individuality-seeking orientation; HPO, High price orientation; BO, Brand orientation; TSO, Trend-seeking orientation.