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ENDNOTES
1
2
Neilsen//NetRatings e-Commerce ratio, Q4,2000, http://www.eratings.com
3
GVU 10th
WWW User Survey Report, May 14, 1999: http://www.gvu.gatech.edu/
user_surveys/survey-1998-10/graphs/privacy/q59.htm
4
In practice, the objective of all methods of rotation is to simplify the rows and
columns of the factor matrix to facilitate interpretation. The EQUIMAX ap-
proach is a compromise between two frequently used methods, QUARTIMAX
and VARIMAX approaches. Rather than concentrating either on simplification
of the rows or on simplifications of the columns, it tries to accomplish some of
each.
ACKNOWLEDGMENT
The work described in this paper was partially supported by grants from the
Research Grants Council of the Hong Kong Special Administrative Region, China [Project
Nos. CityU 1191/98H and CityU 1204/97H].