## 5 Analysis Results
### Principal Form Elements Influencing Consumers' Responses  
In order to explore the principal form elements influencing CSR to bottled beverage container forms, the relative influence of each _PCC_ to a particular CSR description was evaluated by normalizing the _PCC_ values to a value within the interval [0, 1] in accordance with the following formulation:  
\[NPCC=\frac{|PCC_{i}|}{\sum\limits_{i=1}^{n}|PCC_{i}|} \tag{2}\]  
where _NPCC_ denotes the normalized _PCC_ value, _PCCi_ is the _PCC_ value of the \(i\)-th form element within the specified CSR description, and \(n\) is the total number of original form elements. Specifically, \begin{table}
\begin{tabular}{c c c c c c c} \hline \hline
**Mineral Water (MW)** & & & & & & \\ \hline waist treatment & X31 & 0.296 & 0.311 & 0.217 & 0.213 & 0.262 & 0.286 \\ (X3) & X32 & 0.296 & 0.311 & 0.217 & 0.213 & 0.262 & \(-\)0.286 \\ \hline detail decoration & X41 & 0.195 & 0.242 & 0.301 & 0.297 & 0.237 & 0.542 \\ on bottled form (X4) & X42 & 0.195 & 0.242 & 0.301 & 0.297 & 0.237 & \(-\)0.952 \\ \hline Constant & & 5.623 & & 4.782 & & 6.045 \\ \(R\) & & 0.789 & & 0.847 & & 0.732 \\ \(R^{2}\) & & **0.623** & & **0.717** & & **0.536** \\ \hline
**Tea Drinks (TD)** & & & & & & & \\ \hline
**Elements** & **Features** & **Family \& Healthful** & **Delightful \& Young** & **Tasteful \& Benevolent** \\ \cline{2-6}  & **PCC** & **CS** & **PCC** & **CS** & **PCC** & **CS** \\ \hline whole bottled form & X11 & 0.168 & 0.174 & 0.272 & 0.268 & 0.746 & 0.825 \\ (X1) & X12 & 0.139 & 0.143 & 0.115 & 0.107 & 0.169 & \(-\)0.174 \\ \hline neck treatment & X21 & 0.139 & 0.143 & 0.115 & 0.107 & 0.169 & 0.174 \\ (X2) & X22 & 0.139 & 0.338 & 0.296 & 0.302 & 0.293 & 0.304 \\ \hline waist treatment & X31 & 0.312 & 0.338 & 0.296 & 0.302 & 0.293 & 0.304 \\ (X3) & X32 & 0.338 & 0.376 & 0.281 & 0.286 & 0.347 & 0.443 \\ \hline detail decoration on bottled form (X4) & X41 & 0.385 & 0.376 & 0.281 & 0.286 & 0.347 & 0.443 \\ \hline Constant & & 5.032 & & 5.457 & & 4.742 \\ \(R\) & & 0.817 & & 0.783 & & 0.851 \\ \(R^{2}\) & & **0.667** & & **0.613** & & **0.724** \\ \hline \hline \end{tabular}
\end{table} 
Table 3: _Cont._the original elements were sorted in descending order based on their _NPCC_ values, and the _NPCC_ values were then added sequentially from the largest to the smallest until the cumulative total exceeded a predetermined threshold value. The corresponding original elements were then nominated as principal form elements influencing CSR. Note that the threshold value is assigned a value of 0.70, indicating that the corresponding principal form elements accounted for 70% of the correlation between all the original form elements and the CSR description. As in the procedure applied to identify the principal form elements, the form elements were sorted in descending order based on their _PCC_ values and these values were then added sequentially from the largest to the smallest until the cumulative total exceeded 70%. The corresponding original form elements were then nominated as principal form elements influencing CSR. Table 4 summarizes the principal form elements of bottled beverage containers for each of the three CSR descriptions in terms of three beverage categories. On the whole, it can be seen that the form elements are imparted by the whole bottled form (X1), the waisted treatment (X3), and the detail/decoration on the bottle form (X4) for MW containers, and by the neck treatment (X2), the waist treatment (X3), and the detail/decoration on the bottle form (X4) for CD containers. Similarly, the principal form elements associated with the three CSR descriptions include the whole bottled form (X1), the waisted treatment (X3), and the detail/decoration on the bottle form (X4) for TD containers. Consequently, if a designer wishes to create a bottled beverage container form with the \"Family & Healthful\", \"Delightful & Young\", or \"Tasteful & Benevolent\" image, he or she can focus attention on these particular form elements and their corresponding features.