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International Journal of Interdisciplinary Research

Table 10 Profile of segments of co-creators (covariates)

From: A latent approach in the fashion retailing context: segmenting co-creator users

Descriptive criteria (covariates)

Category

Co-creator oriented to the company/brand

Full co-creator

Co-creator oriented to others

Wald

p

Gender

Female

51%

48%

49%

.0865

.96

Male

48%

51%

50%

Age

 < 18

1%

1%

1%

2.7355

.05*

18–25

15%

16%

19%

26–40

34%

35%

37%

41–65

45%

44%

38%

 > 65

4%

3%

4%

Level of education

Primary school

1%

2%

1%

11.0102

.05*

Secondary school

3%

5%

6%

High school

11%

11%

14%

Professional school

19%

23%

25%

University

44%

43%

43%

Master/postgraduate course

18%

14%

7%

Doctorate

1%

1%

1%

Work situation

Student

12%

9%

13%

6.8869

.05*

Candidate for a public position

0%

2%

2%

Self-employed

7%

10%

9%

Employee

53%

55%

56%

Housewife

3%

5%

3%

Retired

6%

6%

4%

Unemployed

17%

10%

11%

Marital status

Single

35%

22%

28%

11.2109

.03*

Married

39%

48%

44%

With partner

17%

24%

27%

Divorced/separated

2%

1%

0%

Widow/widower

2%

0%

0%

Income

Without income

11%

13%

13%

6.4298

.06

Far below that mean

23%

17%

25%

Close to that mean

34%

30%

30%

Above that mean

25%

31%

27%

Well above that mean

5%

8%

4%

  1. *Confidence level: 95%