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International Journal of Interdisciplinary Research

Table 9 Profile of segments of co-creators (indicators)

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

  1. CV Co-creation value, CA Co-creation activities