Travel Reference
In-Depth Information
Table 31.2
Reliability test for the Transformation Construct in the Three Construct Model
Items
Cronbach's
alpha
Mean
scores
Transformation
(Lichtenthaler 2009)
0.87
1) Acquire ideas from visitors
4.93
2) Communicate with visitors to acquire new ideas
5.00
3) Communicate relevant knowledge across the units of our organization
[Omitted]
6.03
4) Knowledge management is functioning well in our organization
[Omitted]
5.55
5) We are proficient in transforming visitor ideas into new products
4.87
6) Recognize the usefulness of visitor knowledge for existing knowledge
5.42
7) Our employees are capable of sharing their expertise with visitors to
develop new products
5.46
Model 3, the three lower order factor model. Hence, Model 3 is slightly better than Model 2,
supporting the multidimensionality of the capacity for co-creation. The data empirically
supports that the specifi c lower level capacities corresponding to different learning processes are
distinguishable in the context of consumer co-creation.
With the four lower order factors (Model 3) being superior to the three lower order capacities
model (Model 2) we evaluated the co-creation capacity construct by creating Model 4, which
is an adaptation of Model 3 as it includes a higher-order construct in addition to the 4 lower
order factors. Model 4 achieved a better fi t than Model 3. However, while Models 2 to 4
are within the boundaries for CFI and SRMR, they are only close to these measures for
TLI and χ
2
/df. Having identifi ed that Model 4 (four lower order factors plus one higher order
construct) is superior to Model 3 (four lower order factors, but no higher order construct),
the existence of the higher order co-creation capacity construct was tested with the target
coeffi cient index. This index is the ratio of the chi-square value of the four lower order factors
(Model 3) to the chi-square value of the four lower actors plus one higher order factor
(Model 4) (Marsh and Hocevar 1985) and refl ects the extent to which the higher order
model accounts for covariation among the lower order factors. The target coeffi cient of 0.898
strongly suggests evidence of a higher order co-creation capacity construct as 89.8 per cent of
the variation in the four lower order factors is explained by the higher order construct, namely
the co-creation capacity.
Table 31.3
Hierarchical comparison for the Co-Creation Capacity Construct
Model
c
2
(df)
c
2
/df
CFI
TLI
SRMR
0: Null model
2,023.51 (78)
25.94
—
—
0.428
1: 1 factor
400.00 (65)
6.15
.828
.793
.071
2: 3 factors
236.89 (62)
3.82
.910
.887
.056
3: 4 factors
223.71 (59)
3.79
.915
.888
.055
4: 4 factors + 1 higher order
249.12 (61)
4.08
.903
.876
.058
Note:
N=259. Target coefficient of Model 4 using Model 3 as target model is 0.898.
