Title

The Role of Involvement on Millennials' Mobile Technology Behaviors: The Moderating Impact of Status Consumption, Innovation and Opinion Leadership

Document Type

Article

Publication Date

2014

Publication Title

Journal of Marketing Theory and Practice

DOI

10.2753/MTP1069-6679220407

Abstract

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.

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