Based on the Table 22

Based on the Table 22, KMO & Batleet test has been performed &the figure revealed as variables as Content , Personalization and Consumer control questions were tested by performing Component matrix ,this will validate of each question since values are greater than 0.05, we can accept the questions.
4.1.1.3 Reliability analysis
Reliability signifies to the repeatability of results. If the study were to be done a second time, would it produce the same results? If so, the data are consistent. If more than one person is observing performance or some event, all observers should agree on what is being logged in order to right that the data are consistent.

The reliability analysis was finalized by measuring the internal stability of measures conducting inter-item consistency reliability through testing Cronbach’s coefficient alpha. The test results are illustrated in Table 4.5”.

Table 4.5: Measured internal consistency of each variable through Cronbach’s coefficient alpha
Source: Developed by the Researcher

The criteria given under the rule of thumb and the study outcomes differences that the minimum threshold limits were full filled under Cronbach’s coefficient alpha. Thus the reliability analysis for all data obviously accepts that the questionnaire fulfils the result criteria.

The results of factor analysis, validity analysis and reliability analysis showed confirms all criteria are satisfied. Thus progressed in continuance of the analysis.