Wykorzystanie analizy czynnikowej w badaniach konsumenckiego ryzyka
The use of factor analysis in consumer risk research

Summary/Abstract: Thanks to the use of factor analysis (EFA, CFA) it is possible to substitute a great number of risks of poor purchase (perceived by the customer) with the synthetic (principal) types of risk. The article presents an example of the usage of factor analysis in the analysis of data concerning consumer risk on the market of tourist services.

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