Development and validation of a consumers' co-creation participation measure in the event context

Most consumer co-creation participation measurement scales have been adapted from product or service contexts, and their applicability in the event setting is limited. This has caused the literature to primarily focus on physical participation rather than other forms of participation in the co-creation experience. This chapter aims to develop a measurement scale in event contexts that comprises four dimensions: physical, cognitive, emotional, and social participation. The elements of physical participation are body movement and physical efforts. Cognitive participation includes information seeking and information sharing. Emotional participation consists of positive emotional states such as enthusiasm and interest. Finally, social participation includes interactional aspects such as courtesy, friendliness, and respect. The scale shows internal consistency reliability, construct validity, and discriminant validity. This chapter contributes to the co-creation literature by amplifying and operationalizing the construct in the event context.