Data Screening
A key issue in interpreting the regression variate is the correlation
among the independent variables. In most situations, particularly situations
involving consumer response data, there will be some degree of
multicollinearity. Multicollinearity tests were conducted in this study
using the variance inflation factor (VIF). This measure tells us the degree
to which each independent variable is explained by the other independent
variables. A common cutoff threshold is a VIF value above 10.
The VIF values in the tested regression model ranged from 1.7 to 3.4,
indicating low level of multicollinearity