International Journal of Interdisciplinary Research
From: A latent approach in the fashion retailing context: segmenting co-creator users
Co-creator oriented to the company/brand | Full co-creator | Co-creator oriented to others | Wald | p | |
---|---|---|---|---|---|
Cluster size | 42.47% | 33.25% | 24.29% | ||
Indicator | |||||
CV: personal interaction with the company/brand | 5.2890 | 6.2609 | 4.0070 | 234.9291 | .000 |
CV: help to other people | 3.7272 | 5.7884 | 5.2032 | 393.5208 | .000 |
CV: responsible behaviour | 4.9825 | 6.0986 | 4.2681 | 248.9486 | .000 |
CV: business advocacy | 4.8506 | 6.1166 | 4.3818 | 380.6148 | .000 |
CV: tolerance with the company/brand | 3.3503 | 4.7691 | 4.2691 | 76.6654 | .000 |
CV: search for information with other people | 3.8397 | 5.5197 | 4.9167 | 115.2604 | .000 |
CV: information interchange with the company/brand | 5.0656 | 5.9891 | 4.1447 | 237.0608 | .000 |
CV: feedback with the company/brand | 4.4963 | 6.0254 | 4.2926 | 581.5131 | .000 |
CA: direct co-participation with the company/brand | 2.8485 | 3.7973 | 1.7593 | 115.5691 | .000 |
CA: co-participation with other people | 2.4975 | 3.0903 | 3.1634 | 86.5268 | .000 |
Brand engagement | 5.0258 | 6.6401 | 4.0998 | 41.3277 | .000 |
Co-creation satisfaction | 4.6604 | 5.9665 | 4.5072 | 20.3746 | .000 |
Intention to continue co-creating | 4.3634 | 5.9572 | 4.5143 | 31.2295 | .000 |