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- W4360822068 abstract "Abstract Co-creation activities have shown dramatic development somewhat recently. The initial step of a productive co-creation technique originates from a comprehension of people’s practices inside of these websites. Based on the limited knowledge of online co-creation behaviour in the retail sector, particularly in fashion retailing, this study develops a latent class segmentation analysis that allows examining the diversity of co-creation behaviours. Thus, the main objective of this paper is to analyse the heterogeneity of co-creators’ behaviours in the online retail environment. This study examines different indicators that determine the co-creation behaviour of users such as co-creation value and activities, engagement with the company/brand, satisfaction with the co-creation process, intention to continue co-creating) in the Spanish fashion sector. Three different segments have been obtained: “full co-creator”, “co-creator oriented to the company/brand” and “co-creator oriented to other people” that show three distinct ways of co-creating with a fashion firm. The findings offer fashion retailers an interesting perspective for attracting customers to co-creation ventures during the fashion online shopping process." @default.
- W4360822068 created "2023-03-25" @default.
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- W4360822068 date "2023-03-25" @default.
- W4360822068 modified "2023-09-30" @default.
- W4360822068 title "A latent approach in the fashion retailing context: segmenting co-creator users" @default.
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- W4360822068 doi "https://doi.org/10.1186/s40691-022-00323-7" @default.
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