Visitor’s experience evaluation of applied projection mapping technology at cultural heritage and tourism sites: the case of China Tangcheng

Heritage Science

Table 4 Factor loading coefficients

Factors	Variables	Non-standard load coefficient	Standard load coefficient	Z	S.E	P
PJM experience evaluation	Q3	1	0.742	–	–	–
	Q4	1.024	0.763	0.039	26.18	0.000***
	Q5	0.844	0.754	0.033	25.868	0.000***
	Q6	0.826	0.795	0.03	27.422	0.000***
	Q7	0.826	0.727	0.033	24.821	0.000***
	Q8	0.843	0.795	0.031	27.416	0.000***
Knowledge experience evaluation	Q9	1	0.785	–	–	–
	Q10	1.044	0.702	0.042	25.149	0.000***
	Q11	1.028	0.792	0.035	29.253	0.000***
	Q12	1.168	0.789	0.04	29.087	0.000***
	Q13	0.966	0.75	0.035	27.276	0.000***
Negative experience evaluation	Q14	1	0.791	–	–	–
	Q15	1.054	0.749	0.038	27.455	0.000***
	Q16	0.921	0.816	0.03	30.702	0.000***
Subsequent evaluation	Q17	1	0.7	–	–	–
	Q18	0.958	0.683	0.044	21.949	0.000***
	Q19	0.832	0.752	0.034	24.136	0.000***
	Q20	0.89	0.796	0.035	25.479	0.000***