Rubberball: Survey analysis and recommendations

Transcription

1 Brigham Young University BYU ScholarsArchive All Student Publications Rubberball: Survey analysis and recommendations Jared Bell Nate Shields Chris Clegg Garrett Beeston Follow this and additional works at: Part of the Business Commons This is a collection of marketing research case studies of local companies prepared by BYU graduate students. BYU ScholarsArchive Citation Bell, Jared; Shields, Nate; Clegg, Chris; and Beeston, Garrett, "Rubberball: Survey analysis and recommendations" (2008). All Student Publications This Report is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in All Student Publications by an authorized administrator of BYU ScholarsArchive. For more information, please contact scholarsarchive@byu.edu, ellen_amatangelo@byu.edu.

2 2008 Rubberball SurveyAnalysisandRecommendations JaredBell,NateShields,ChrisClegg, GarrettBeeston MarketingResearch 4/7/2008

3 ExecutiveSummary ThefirstquestionorconcernsurroundingtheRubberballanalysisistheadditionofnewproducts. Rubberballhasbeenconsideringaddingproductssuchasstockfontsorvideo.Toassessthisweaskeda simplequestionabouthowlikelyaconsumeristobuyadditionalproducts.wetheyranasimplemeans testontheanswers,andtherecommendationsbecameclear.therearetwoproductsthatrubberball shouldcontinuetolookinto.firstisstockillustrationsfollowedbystockfonts.themeanofthesetwo productswasfaraboveallothers. AssociatedwithRubberballscentralquestion,wealsoassessedthemodelandphototype.Thesetwo testswereperformedbyasimplemeanstestonspss15.first,wefoundthreemodeltypesthatare preferabletoconsumers.thethreemodeltypesarecaucasian,female,andadult.consumersaremore likelytopurchaseimagesthatincludeoneormoreoftheabovemodeltypes.inregardtophototype, twopointsbecameextremelyclear.caricaturesareofnovaluetoconsumers!but,imagesthat portrayedlifestyleareofgreatinterest.continuetoproduceorincreasethenumberofimagesthatare containedinthecategoryoflifestyle. Thecommonthemerunningbetweenthetwosegmentsinourclusteranalysisistheissueofspeedof purchase.whilethefirstsegmentistypicallymoreinterestedinexclusivity,creativityandprice,both segmentswantthepurchasingprocesstomoveasquicklyaspossible.thatbeingsaid,our recommendationistoimprovetherelevancyofimagestothesearchinquirybybetterfilteringout unrelatedimagesandimprovingtheeaseofuse/navigationofthewebsiteasmuchaspossible.thiswill makethepurchasingprocessfasterandsatisfyaneedofbothsegments.somepossiblesolutionstothis areimprovingthelabelingand/orcategorizationofimages,andofferinga searchwithinresults feature(whichwouldhelppurchasersgreatlynarrowtheirsearchtime).asforcreativity/originality,it shouldbenotedthatinthe4companycomparisonsectionofthesurvey,respondentsratedrubberball thehighestincreativityandoriginality.maintainingandfurtherimprovingthisreputationwillbea positivedifferentiatorandcompetitiveadvantageforrubberball. Thefollowingrecommendationsarebasedonthelogisticregressionanalysisperformedtodetermine whatfactorsincreasetheprobabilitythatanygivenconsumerwillmaketheirstockphotography purchasedirectlyoffoftherubberballwebsite,asopposedtosomeothercompetingsupplier.the analysishasshownthatbothyearsofexperienceandbudgetamountallocatedarepositivelycorrelated withpurchaseprobability.rubberballshouldtargetitsmarketingtowardsthoseconsumerswithlarge budgetsonhand.thiswillincreasetheirdirectonlinesalerevenues.rubberballmustalsoincreaseits brandawareness,becausenewbuyersintheindustryarenotawareofrubberballandarecurrently purchasingmuchlessfrequentlythantheaverageconsumer. Afterperformingafactoranalysis,werecommendthatRubberballdecidewhichplaceinthemarketit wantstobein.weseetwoviableoptions: 1) RubberballcouldfocusononeormorefeaturesinordertocompetewithGettyandother marketleaders. 2) Rubberballcouldfocusonsellingmoreimagesbymakingthepriceseemmoreacceptabletothe customer.

4 Introduction RubberballisastockphotographycompanybasedoutofOrem,Utah.Theysellhighqualityimagesto artdirectors,graphicdesignersandotherswhoareinterestedinstockphotographyimages.rubberball wasfirstfoundedin1995bymarkandersenandalanbailey.itwasoneofthefirststockphotography companies,butthemarkethassincebecomeextremelysaturated.rubberball ssalescomefromboth directanddistributionsaleschannels,butthemajorityoftheirbusinesscomesthroughdistributionof theirimagesonotherwebsites.inthesesituationsrubberballreceivesaroyaltypercentageofsaleon eachoftheirimagessold.theirprimarydistributorandchiefsourceofrevenueisgettyimages.getty isthebiggestnameintheindustry,andiscurrentlythemostpurchasedfromstockphotography websiteinthemarket. Thestockphotographyindustryisuniqueinthatmanyofthecompanieshelpeachotherthrough distributingoneanother sphotos.forexample,photosthataretakenbyrubberballcouldpossiblybe soldthroughanyofthefollowingmainplayers/competitors:gettyimages,jupiterimages.com, Corbis.com,Veer.com,Alamy.com,Imageclick.com,andIstockphoto.com.Thedownsidetodistributing imagesinthisfashionisthatthemarginsarealotsmallerthaniftheimagesweretobepurchased directlyfromtherubberballwebsite.inordertoincreaserevenueandcontinuetogrow,rubberballis seekingtodifferentiatethemselvesinapositivewaythatwillencouragemoredirecttraffictotheir website. ThesurveywasdesignedtoassistRubberballwiththefollowingquestions/situations: 1. Rubberballwouldliketostandoutfromothercompaniesinapositivewaythatwillmaketheir websiteandtheprocessofbuyingtheirimagespreferabletoanyotherstockphotography company.thisquestioniscentraltorubberball sneeds! 2. Threeyearsago,RubberballwasthoughttohavebeenboughtoutbyGettyImages.Thisunique opportunityhasgivenrubberballanopportunitytorebranditselfandcreateanewimagethat willresultinhigherconsumerpreference. 3. Rubberballisalsoconsideringexpandingintonewmarketslikestockaudio,stockvideoand stockillustrations.

5 SurveyDesignandAdministration AftermeetingwithRubberballtodiscovertheirneedsaswellasunderstandthebackgroundofthe company,wedesigneda26questionsurvey.thesurveyincludesmultiplechoicequestions,short answerquestions,andrankorderquestions.thesurveywasthendistributedthroughthreedifferent channels: 1. An wassenttoalistofhundredsofpeople(providedbyRubberball) 2. ThesurveywaspostedonFacebookadvertisinggroupcalled I minadvertising Hellyeah! havingover20,000members 3. ThesurveylinkwaspostedontheRubberballhomepage Atthetimeofclosing,wehad375responsestothesurveythatwasoriginallyposted. Thefollowingpagesdescribetheanalysisofthedatacollectedfromthesurvey. MODELANDPICTURETYPES Theanalysisperformedonthequestionsregardingmodelandpicturetype(Questions9and11 respectively)wasameanstest.thisisbasedonadescriptiveoutputfromspss15.basedonthemeans, we vemadesomedirectrecommendationsdrawnfromthedataofquestion9.withameanof2.21 (appendixa),caricaturesregisteredastheleastlikelytobepurchasedbyusersoftherubberball website.conversely,withameanof5.44(appendixa),lifestylepicturesarebyfarthemostlikelytobe purchasedofalloftheimagetypes.nootherimagetypehadameaninthe5 s. Forquestion11regardingmodeltypes,ameanstestwasrunaswellthroughSPSS15.Inthis test,themajorityvotewaseasytoseeaswell.therearethreemodeltypesthathaveanaveragemean thatisfaraboveallothers.thetopthreemodeltypesinrankingofhighestmeanarecaucasians(4.08), Females(4.07),andAdults(3.99)(appendixA). Theabovetwoquestionsprovidesimpledatathatisusefulforbettercateringtotheneedsof thosethatvisittherubberballwebsite.byincreasingthenumberofimagesinthelifestylecategory,

6 youwillimprovetheconsumerattitudetowardrubberball swebsiteandtheperceptionofvalue offeredbyrubberball.inaddition,increasingtheimageswithadultcaucasianfemaleswillalsomeeta marketdemand. ADDITIONOFNEWPRODUCTS TherecommendationsfortheadditionofnewproductsarebasedonameanstestproducedbySPSS15. Outofthefiveoptions,stockillustrationsarebythefarthemostlikelytobepurchasedifaddedtothe Rubberballwebsite.Stockillustrationshadameanof3.40(appendixA).Thiswasfollowedcloselyby stockfontsat3.37.ontheotherhand,stockhdfootageandstockmusicweretheleastlikelytobe purchasedifaddedtotherubberballwebsite.thesetwohadmeansof2.52and2.66respectively. ToimprovetheRubberballwebsite,theadditionofstockillustrationsandstockfontsislikelytoproduce positiveresults.thiswould,inturn,helpimprovethebrandimageofrubberball. Cluster,KmeansandCrosstabAnalysis Withthemainpurposeofthesurveybeingtofindouthowtobestimprovethewebsite,wedecidedto runaclusteranalysisonthedatarelatingtowebsiteaspectsandcharacteristics.thedatawastaken fromquestion15inthesurveywhichasked: Howimportanttoyouareeachofthefollowingin decidingwhichstockphotographywebsiteyoupurchasefrom? Thecategoriestheywereaskedtogive answerstoareshowninthetableofresultsbelow(inorderofimportanceaccordingtomeanofresults): # Question Not atall Somewhat Important Important Very Important Responses Mean 3 Relevanceofimagestoyour searchinquiry Easeofuse Originalityorcreativityofimages Priceofimages Numberofrelevantimages Availablesizesofanimage Speedofpurchase

7 10 AvailabilityofLIGHTBOX Exclusiverightstopictures NameRecognition/Reputation Bylookingatthemeansoftheitemsabove,wenoticedthatrelevanceofimages,easeofuse, andcreativity/originalitywerethethreemostimportantitemsoverall.however,wewantedtoseeifthe samethingsareequallyimportanttoeveryonethatbuysstockphotography,orifdifferentthingsmatter todifferentpeople.thepurposeofaclusteranalysisistoseehowmany,ifany,differentsegmentsexist andtodeterminethemostfeasiblenumberofsegmentsthatrubberballcanreasonablydirecttheir effortstoward.weinputthe302responsestothetendifferentitemsintoaclusteranalysistocreatea dendrogramshowingthedifferentclusters/segmentpossibilities.(seeappendixb) Themoresegmentsacompanytriestoplease,themorecomplicatedthemarketingeffortsandlogistics become.lookingattheclusterdata,atwosegmentsolutionappearstobethebestfit.further segmentationwouldonlyreduceasmallamountofmarketpreferenceerrorandmakeitincreasingly difficulttocatertoalargernumberofsegments.weranakmeansanalysisonthedataforthetwo clustersalongwithacrosstabstesttoseehowrobustandsensitivethedatawas.reclassificationofthe clustercategorizationwasminimal,thusaffirmingtherobustnessofthesegmentation.(seeappendixb Fig.2)Thetwosegmentscanbestbecharacterizedasfollows: Thefirstsegmentisverysensitiveto6ofthe10itemsinthequestion.Thissegmentcanbe classifiedasthebargainshoppers.theyarehighlypricesensitiveandminimallysensitivetobrandname. Theydon twanttowastetimefilteringthroughunrelatedimagesorgettinglostandconfusedonthe website,buttheyarestillveryinterestedinexclusivityandcreativity.althoughbrandsensitivityis minimal,theymayhavesomebrandpreferenceduetopastexperiencewithstockphotographysites. (SeeAppendixBFig.3) Forthesecondsegmentthesinglemostimportantpointforthemisthespeedofpurchase.All otheraspectsarestillconsideredimportanttothem,buttheyaregenerallylesssensitivetopriceand notatallsensitivetobrand.thissegmentwouldseemtorepresentthosewhoarehighlytimesensitive. Theyjustwanttheoverallprocesstobeasquickaspossibleandmoneyisnotasbigofanissue.(See AppendixBFig.3)

8 Thecommonmostimportantthemerunningbetweenthesetwosegmentsistheissueofspeed ofpurchase.whilethefirstsegmentistypicallymoreinterestedinexclusivity,creativityandprice,both segmentswantthepurchasingprocesstomoveasquicklyaspossible. Thatbeingsaid,ourrecommendationistoimprovetherelevancyofimagestothesearch inquirybybetterfilteringoutunrelatedimagesandimprovingtheeaseofuse/navigationofthewebsite asmuchaspossible.thiswillmakethepurchasingprocessfasterandsatisfyaneedofbothsegments. Somepossiblesolutionstothisareimprovingthelabelingand/orcategorizationofimages,andoffering a searchwithinresults feature(whichwouldhelpthemgreatlynarrowtheirsearchtime).asfor creativity/originality,itshouldbenotedthatinthe4companycomparisonsectionofthesurvey, respondentsratedrubberballthehighestincreativityandoriginality.maintainingandfurtherimproving thisreputationwillbeapositivedifferentiatorandcompetitiveadvantageforrubberball. LogisticRegressionAnalysis Thefollowingsectionwilldiscussthelogisticregressionanalysisperformedonquestions23,8,11and 24oftheQualtricssurveyperformedonbehalfofRubberballalongwithitsprocess,results,and recommendations.(anyrelativegraphsorequationsmaybefoundinappendixc.)alogisticregression isusedtodeterminethecorrelationbetweenvariousindependentfactorsandadependentvariable thatonlyhastwomeasures,orabinaryoutcome.inthiscase,alogisticregressionwasrunto determinehowvariousfactorsfromquestions24and11couldpredicttheprobabilitythatapurchase wouldbemadeonthewebsiteofrubberballaccordingtotheactualdatafromquestion8.alogistic regressionlimitstheoutputsothatitfallsbetweentherangeof0and1,andtheequationhasthe followingformat: ki k i i ki k i i X X X X X X i e e p Basedonquestions7and13itisclearthatRubberballhasaproblemobtainingdirectsalesfrom theirwebsite.however,theirpercentagesaresimilartoindustryleaders,suchasgettyandistock,

9 whenitcomestocompanyawareness.thepercentageofpeoplewhohadpreviouslyheardof Rubberballwas77percent,whichishigherthanGettyandlowerthanIstock.Theproblemisclearly seeninthenextquestion.only20%oftherespondentshaveactuallypurchaseddirectlyfromthe Rubberballwebsite.Thispercentageismuchlowerthanthe86%and73%thatpurchasedfromGetty andistock,respectively.rubberballknewthiswasanissueandwantedtodiscovertheunderlying factorsthatdiscouragedconsumersfrompurchasingfromtheirwebsite. Duetothelackofonlinepurchasesasseenfromabove,wedecidedtoperformalogistic analysis.wefeltthistestwasappropriateinordertodeterminewhatfactorsincreasetheprobabilityof purchasefromofrubberball swebsite.alogisticanalysiswasrunontwoseparatequestionsandthe outputsandcorrespondingequationsarefoundinappendixc.(also,itshouldbenotedthatthehit ratesforbothofthesetestswerewellabovetherequiredmaximumcriterion,meaningthatthetests wereagoodmeasureofwhattheyweremeanttotest). First,eachrespondent sopiniononthefactorsfromquestion11wereusedastheindependent variables,andthentheywerecomparedagainstwhetherornottherespondentactuallyhaspurchased fromrubberball swebsitebeforebasedonquestion8.forexample,someonewhoratedcreativityas veryimportant wouldhaveafairlyhighprobabilityofpurchasingfromrubberball swebsite.the resultsoftheregressionweremixed.theonlyvariablethatwastrulysignificantwascreativity(seefig. 1C).ItsPvaluewassignificantataconfidenceintervalofover95%.Creativityalsohadthegreatest coefficient,meaningthatithadthegreatesteffectonincreasingpurchasingprobability.theotherfour variablesfromtheequationinappendixcfig.2wereonlysignificantatthe70%confidenceinterval. Reputationandexclusiverightsbothhadanegativecorrelationwithpurchasingprobability.Inother words,peoplewhoratedreputationandexclusiverightstoimagesasimportantwereveryunlikelyto purchasefromrubberball. Thenextlogisticregressionwasmuchmoresignificant(seeFig.3C).Bothhowlongpeople havebeenpurchasing,andhowmuchmoneytheyspendperyearweresignificantwellabovethe95% confidenceinterval.theequationfoundinappendixc(fig.4)isagoodpredictorofthepurchasing probability.themoreyearssomeonehasintheindustry,thenthemorelikelytheyaretopurchase fromrubberball swebsite.thesamepositivecorrelationexistsbetweenhowmuchthecompany spendseachyearonstockphotography.

10 Thefollowingrecommendationsarebasedonthelogisticregressionanalysisperformedto determinewhatfactorsincreasetheprobabilitythatanygivenconsumerwillmaketheirstock photographypurchasedirectlyoffoftherubberballwebsite,asopposedtosomeothercompeting supplier.afterlookingatthedatafromappendixc,rubberballshouldfocusonincreasingtheamount ofcreativitythatagivenconsumerwillperceiveexistsontheirwebsiteandamongtheirphotographs. ThegreatestwaythatRubberballcanincreasetheironlinepurchasesisbyincreasingtheamountof consumersthatseecreativityasimportant.theseconsumersmustconsistentlyseeahighdegreeof creativityontherubberballwebsite. Thesecondrecommendationhastodomorewithexactlywhoismorelikelytobuyfrom Rubberball.Theanalysishasshownthatbothyearsofexperienceandbudgetamountallocatedare positivelycorrelatedwithpurchaseprobability.rubberballshouldtargetitsmarketingtowardsthose consumerswithlargebudgetsonhand.thiswillincreasetheirdirectonlinesalerevenues.rubberball mustalsoincreaseitsbrandawareness,becausenewbuyersintheindustryarenotawareofrubberball andarecurrentlypurchasingmuchlessfrequently. FactorAnalysis GettyImagesisapopularstockphotographywebsitethatsellsmanyofRubberball'simages.Ifyou havevisitedtheirsitebefore,fromwhatyourememberpleaserategettyimagesinthefollowing categoriesonascaleof17(sevenmeaninggettydoesitwell). ThisquestionwascreatedinordertobuildaperceptualmapofhowRubberballcomparesto someofitscompetitors.rubberballwantedtodiscoveritsperceivedplaceinthemindoftheconsumer relativetootherstockphotographycompanies.wechosethreeotherstockphotographycompaniesin ordertogetabetterpictureoftheperceivedmarket.weselectedgettybecauseitisthemarketleader andseenasthestandard.weselectedistockbecauserubberballisparticularlyconcernedaboutthe businessitistakingduetoitsinexpensivephotos.lastly,weselectedjupiterbecauseitisamedian rangecompanywithsomesimilaritiestorubberball. Inthefactoranalysis,itisimportanttodeterminewhatcomponentsorconstructsaresignificant andmakeachangetotheperceptionofacustomer.weselectedsevencompanyattributesthat

11 Rubberballindicatedwereimportantwithstockphotographywebsites:SearchCapability,Sufficient ImageLibrary,AcceptablePrice,ImageQuality,ImageVariety,Creative/Edgy,andEaseofUserinterface. Asshownintheappendix,mostofthewebsitefeaturesseemtocorrelatetoeachother, particularlytheimagecategories.price,however,isadistinctfeatureanddidnotshowcorrelationwith theotherfeatures.easeofuseandcreativitydidn tcorrelateassignificantlyastheothers.through theuseofstatisticalanalysissoftware,wewereabletoshowthetwomaincomponentswhich accountedfor75percentofthetotalvariance.thetwocomponentsareshownbelow: Component 1 2 SearchCapability ImageLibrary Price ImageQual ImageVar Creativity EaseofUse Allofthefeaturesfallintocomponent1exceptprice.Itseemsthatmostconsumersdon t grouphighqualitywebsitefeatureswithacceptablepriceandunderstandthatbetterwebsitefeatures comewithapremium.becauseitwasthelowest,itwouldbeinterestingtoseetheeffectofremoving easeofuseasoneoftheincludedfactorsincomponent1.bycreatingthesetwoconstructs,wecansee higherlevel factorsandwhatfeaturescorrelatetoeachotherandgetaclearerinterpretation.we computedthesetwofactorsandthencomparedtheirmeans.withthemeansofthetwofactors,we couldcreateaperceptualmapaccordingtothesetwocomponents.thegraphbelowshowsthe perceptualmapofgetty,istock,jupiter,andrubberball:

12 Fromthisanalysis,weseethatcustomersperceiveRubberball swebsitefunctionalitytobe aboutaveragerelativetoothercompanies.rubberball spriceisperceivedtobealittlemorethan average.bothgettyandistockhaveadistinctmarketpresence.gettyisthemarketleaderwiththe highestperceivedfeaturesandapremiumontheprice.istockisperceivedtohavethelowestwebsite featuresbutthemostacceptableprice.rubberballisperceivedataboutthesamepriceasgetty,yet Gettyseemstoresonatetoconsumerswithahigherwebsitequalityandfunctionality. WerecommendthatRubberballdecidewhichplaceinthemarketitwantstohave.Weseetwoviable options. 3) RubberballcouldfocusononeormorefeaturesinordertocompetewithGettyand othermarketleaders. 4) Rubberballcouldfocusonsellingmoreimagesbymakingthepriceseemmore Conclusion acceptabletothecustomer. Rubberballhasauniqueopportunitytorebranditselfthatmostcompaniesmaynotget.The datacollectedfromthesurveyandtheanalysisofthatdatasuggeststhattherearemarket

13 needsthatarenotbeingmetinsearchfunctionalityandeaseofuse.bymaintainingand improvingcreativityandoriginality,increasingmarketing,anddirectingtheireffortstoward placingthemselvesattheirpreferredspotontheperceptualmap,wefeelthatrubberballcan createabrandnameandareputationasamarketleaderinstockphotography.

14 Appendix A Descriptive Statistics N Minimum Maximum Mean Std. Deviation caucasian black hispanic asian mixedethnicity multiethnicgroup male female multigenderedgroup infants kids teens youngadults adults babyboomers seniors Valid N (listwise) 263 N Minimum Maximum Mean Std. Deviation action business lifestyle whitebackground carcatures landscape health beauty environmental editorial stillife locationshots Valid N (listwise) 274 N Minimum Maximum Mean Std. Deviation Stockmusic stockillustrations stockvideo stockfonts stockhdfootage Valid N (listwise) 300

15 Appendix B

16 (Fig. 2) Ward Method * Cluster Number of Case Crosstabulation Count Cluster Number of Case Total Ward Method Total (Fig.3) Centroiddatafor2ClusterSegmentation Name Price Sizes Relvance #Relevant EaseOfUse Lightbox PurchSpeed Exclusive Creative Segment Name Price Sizes Relvance #Relevant EaseOfUse Lightbox PurchSpeed Exclusive Creative Segment Appendix C VariablesintheEquation (Fig.1) B S.E. Wald df Sig. Exp(B) Step 1(a) Reputation Price ImgSizes

17 SearchRel NumbImg Ease Lightbox PurchSpeed ExRights Creativity Constant avariable(s)enteredonstep1:reputation,price,imgsizes,searchrel,numbimg,ease,lightbox, PurchSpeed,ExRights,Creativity. (Fig.2) PurchaseProbability=4.763+Reputation(.194)+ImageSizes(.276)+SearchRelevance(.449)+Exclusive rights(.248)+creativity(.580) DescriptiveStatistics N Minimum Maximu m Mean Std. Deviation Reputation Price ImgSizes SearchRel NumbImg Ease

18 Lightbox PurchSpeed ExRights Creativity ValidN (listwise) 295 VariablesintheEquation (Fig.3) B S.E. Wald df Sig. Exp(B) Step 1(a) Howlong Howoften Howmuch Constant avariable(s)enteredonstep1:howlong,howoften,howmuch. (Fig.4) PurchaseProbability=4.385+Howlong(.112)+Howoften(.131)+Howmuch(.476) DescriptiveStatistics N Minimum Maximu m Mean Std. Deviation Howlong

19 Howoften Howmuch ValidN (listwise) 335 Appendix D Correlations SearchCapabil ity ImageLibrary Price ImageQual ImageVar Creativity EaseofUse SearchCapability Pearson Correlation 1.678(**).315(**).605(**).575(**).525(**).685(**) Sig. (2-tailed) N ImageLibrary Pearson Correlation.678(**) 1.142(**).684(**).766(**).569(**).538(**) Sig. (2-tailed) N Price Pearson Correlation.315(**).142(**) 1.151(**).154(**).174(**).309(**) Sig. (2-tailed) N ImageQual Pearson Correlation.605(**).684(**).151(**) 1.771(**).687(**).570(**) Sig. (2-tailed) N ImageVar Pearson Correlation.575(**).766(**).154(**).771(**) 1.715(**).545(**) Sig. (2-tailed) N Creativity Pearson Correlation.525(**).569(**).174(**).687(**).715(**) 1.551(**) Sig. (2-tailed) N EaseofUse Pearson Correlation.685(**).538(**).309(**).570(**).545(**).551(**) 1 Sig. (2-tailed) N ** Correlation is significant at the 0.01 level (2-tailed).

20 (Fig. 2) Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings % of % of % of Componen t Total Varianc e Cumulative % Total Varianc e Cumulative % Total Varianc e Cumulative % Extraction Method: Principal Component Analysis. Rotated Component Matrix(a) Component 1 2 SearchCapability ImageLibrary Price ImageQual ImageVar Creativity EaseofUse Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 3 iterations.

21 (Fig. 3) Report Mean Brand Fact1 Fact2 Getty istock Jupiter Rubberba Total

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23 OUr