conducting a research experiment with 177 undergraduate students. The students were presented with three scenarios of different levels of co-creation, with the same eventual outcome, and their responses were utilised to derive a Structural Equation Model (SEM) as an empirical evidence to support the theory (Rajah, Marshall, & Nam, 2008).
Despite the supporting evidence, the analysis of the collected data and the derivation of the research model have not been explained adequately. It specifies the use of…
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