Travel Reference
In-Depth Information
To assess the multidimensionality of capacity for consumer co-creation, this study tested
several alternative models using confi rmatory factor analysis based on the number of dimensions
supported by theory (i.e. one, three and four-dimension models). Further, higher-order factor
modelling was employed to assess the complementarity of the dimensions of co-creation capacity.
Higher order factor modelling has been considered useful to represent the factor structure of
measurement items that assess several highly related domains that are hypothesized to comprise
a general construct.
Hierarchical comparison was conducted to identify the model that best estimates DMOs'
multidimensionality of the co-creation capacity construct. In Model 1, the base model, items
were loaded into a unidimensional factor. In Model 2, items were loaded into three factors,
representing explorative, transformative and exploitative capacities (three dimension model) as
suggested by Lichtenthaler (2009). In Model 3, items were loaded into four factors: acquisition,
assimilation, transformation and exploitation following Zahra and George (2002). Last, Model 4
will be based on the multidimensional model with the better fi t indices (either Model 2 or 3) to
investigate the complementarity of the dimensions of co-creation capacity as a higher-order
construct (see
Figure 31.1
).
First we evaluated the construct reliability (
Table 31.1
).
We found that for the four construct
solutions the coeffi cient alpha was found to be higher than the suggested cut-off value of 0.7
(Nunnally 1978) and that three of the constructs had a value higher than the more recent and
more stringent value of 0.8 (Nunnally and Bernstein 1994). Only assimilation (Zahra and
George 2002) did not reach the 0.8 cut-off, but came very close (
Table 31.1
).
In the three
construct solution, it was found that Cronbach's alpha was higher for transformation which
here includes items from both assimilation and transformation from Zahra and George (2002)
(
Table 31.2
).
Table 31.1
Reliability tests for the Four Construct Model
Items
Cronbach's
alpha
Mean
scores
Acquisition
0.82
1) Scan the environment for visitors' insights, reviews and feedback
5.57
2) Observe visitors' opinion
5.74
3) Collect visitors' ideas
5.30
Assimilation
(Zahra and George, 2002)
0.79
1) Acquire ideas from visitors
4.93
2) Communicate with visitors to acquire new ideas
5.00
Transformation
(Zahra and George, 2002)
0.82
1) Communicate relevant knowledge across the units of our organization
6.03
2) Knowledge management is functioning well in our organization
5.55
3) We are proficient in transforming visitor ideas into new products
4.87
4) Recognize the usefulness of visitor knowledge for existing knowledge
5.42
5) Our employees are capable of sharing their expertise with visitors to
develop new products
5.46
Exploitation
0.87
1) Apply visitor ideas in new visitor services/products
5.10
2) Consider how to better exploit visitor ideas
5.24
3) Implement visitor ideas in new visitor services/products
4.78
