Factor Question Mean Std. Dev. N Utility C3.1.1 I choose the brand because of its quality 3.46 0.668 397 C3.1.2 I choose the brand because its products are easy to process 3.73 0.726 397 C3.1.3 I choose the brand because its products can be stored with high quality 3.49 0.734 397 C3.1.4 I choose the brand because its products are as exact as advertisement 3.48 0.684 397 C3.1.5 I choose the brand because its products bring nutrition 3.46 0.866 397 C3.1.6 I choose the brand because its products bring safety 3.65 0.679 397 Creditability C3.1.7 I choose the brand because its products are original  3.69 0.770 397 C3.1.8 I choose the brand because its products bring friendly feelings 3.70 0.718 397 C3.1.9 I choose the brand because the company proves its sincerity 3.56 0.724 397 Excitement C3.2.1 I choose the brand because its style 3.40 0.850 396 C3.2.2 I choose the brand because its products are suitable for special occasion 3.06 0.912 396 C3.2.3 I choose the brand because its products bring good passion 3.15 0.861 396 C3.2.4 I choose the brand because its products give difference 3.12 0.817 396 C3.2.5 I choose the brand because its products are up-to-date 3.33 0.865 396 C3.2.6 I choose the brand because its products can be processed independently 3.81 0.746 396 C3.2.7 I choose the brand because its products are unique 3.01 0.973 396 Competence C3.3.1 I choose the brand because its products are well-designed 3.64 0.838 396 C3.3.2 I choose the brand because its products are leading in the field 3.35 0.878 396 C3.3.3 I choose the brand because its products bring confidence 3.70 0.796 396 C3.3.4 I choose the brand because its products are affordable 3.79 0.777 396 C3.3.5 I choose the brand because its products are of affinity 3.38 0.865 396   Average 3.50

Table 10: Statistical summary of refined factors.