AMTP Proceedings 2024

Document Type

Conference Proceeding

Publication Date

Spring 2-6-2024

Abstract

This paper explores the dynamics of luxury mobile experiences and focuses on status-seeking as a key driver of engagement. By synthesizing the luxury research and mobile commerce literature, the authors argue that fashion opinion leaders and younger consumers shown to exhibit status-seeking propensities and demonstrate high involvement with fashion and smartphones, which likely increases their adoption of luxury mobile apps. Therefore, five hypotheses were drawn from Vigneron and Johnson's (1999) prestige-seeking consumer behavior framework to develop a theoretical model and empirically test these assumptions. This model enabled the researchers to conceptualize and investigate the relationships between fashion opinion leadership, age, status-seeking, and mobile interaction intentions. Then, data were collected from an online panel of luxury brand enthusiasts (n = 919) and validated with Structural Equation Modeling (MPlus 8.9). The findings confirm that fashion opinion leadership is positively associated with status-seeking, whereas age is inversely associated with status-seeking. In addition, status-seeking and fashion opinion leadership were found to increase mobile interaction intentions, such as creating, sharing, and browsing user-generated content and streaming branded content. Yet, age does not significantly decrease relative to mobile interaction intentions. The paper concludes that luxury mobile apps should foster a sense of exclusivity and enhance perceived status among consumers, irrespective of age. These insights are crucial for luxury brand managers aiming to ensure that mobile apps produce status-driven experiences without diluting the mystique of luxury brands.

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

DOI

10.20429/amtp.2024.11

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