	Natural preference	Frugality preference	High grade preference	Indoor preference	Event preference	Used preference	Steady preference
Play natural	0.545	−0.015	−0.016	0.029	0.085	−0.033	−0.006
Play healthy	0.525	0.064	0.004	−0.001	0.121	−0.074	0.045
Play local purchase	0.467	0.113	0.096	0.14	−0.002	0.044	0.042
Play domestic	0.44	0.062	0.228	0.136	−0.006	0.06	0.135
Play morning	0.381	0.044	0.052	−0.052	0.002	0.04	−0.014
Play with family	0.372	0.044	0.009	−0.072	0.144	−0.013	0.001
Play frugality	0.34	0.265	−0.065	0.168	−0.119	0.064	−0.003
Play not used	0.291	0.087	0.294	0.144	0.089	0.18	0.244
Play outdoor	0.285	0.016	0.055	−0.133	0.312	−0.002	−0.002
Play old fashioned	0.264	−0.005	0.122	0.158	0.002	0.107	0.011
Play self- improvement	0.261	−0.017	0.125	0.182	0.083	0.017	0.02
Play discounted	0.144	0.791	0.092	0.054	0.046	0.042	0.06
Play point system	0.144	0.54	0.099	0.076	0.077	0.074	0.042
Play reasonable price	0.222	0.47	−0.071	0.135	−0.039	0.091	−0.006
Play brand oriented	0.072	0.031	0.527	−0.023	0.04	−0.025	0.039
Play high grade	0.074	−0.014	0.497	−0.003	0.055	−0.045	0.061
Play imported	0.102	−0.004	0.391	0.078	0.052	0.116	−0.019
Play urban	0.174	0.021	0.304	0.119	0.123	0.002	0.005
Play new item	0.12	0.055	0.281	0.134	0.173	0.072	0.075
Play quality	0.201	0.021	0.264	0.023	0.006	0.02	0.528
Play waste	−0.005	0.026	0.232	0.144	0.24	0.062	0.008
Play single	0.152	0.076	0.093	0.456	−0.045	0.062	0.01
Play night	0.064	0.083	0.112	0.41	0.2	0.049	0.065
Play indoor	0.067	0.07	0.029	0.349	−0.036	0.076	−0.016
Play independently	0.182	0.002	0.128	0.255	0.155	0.087	0.044
Play event	0.126	0.033	0.08	0.003	0.417	0.013	−0.047
Play challenging	0.088	−0.015	0.126	0.085	0.377	0.032	−0.01
Play societal	0.2	−0.01	0.125	0.005	0.355	−0.007	0.017
Play used	0.069	0.119	0.097	0.149	0.019	0.61	0.023
Play rental	0.087	0.072	0.057	0.129	0.051	0.322	−0.006
Play stability	0.313	0.121	0.09	0.072	−0.075	−0.02	0.395