International Journal of Interdisciplinary Research
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% |