The Role of Involvement on Millennials' Mobile Technology Behaviors: The Moderating Impact of Status Consumption, Innovation and Opinion Leadership
Journal of Marketing Theory and Practice
This study investigates the relationship between millennials' impression-relevant and outcome-relevant involvement and purchase/use behaviors regarding mobile technology. The study focuses on three individual difference variables (status consumption, domain-specific innovativeness, and opinion leadership) and their moderating role between involvement and purchase/usage. The results indicate that millennial consumers with higher levels of domain-specific innovativeness and opinion leadership report a stronger relationship between impression-relevant and outcome-relevant involvement with mobile technology purchase and usage.
Eastman, Jacqueline K., Rajesh Iyer, Sara Liao-Troth, Donnie F. Williams, Mitch Griffin.
"The Role of Involvement on Millennials' Mobile Technology Behaviors: The Moderating Impact of Status Consumption, Innovation and Opinion Leadership."
Journal of Marketing Theory and Practice, 22 (4): 455-470.