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Journal of Marketing Theory and Practice Volume 22, 2014 - Issue 4
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Original Article

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

Jacqueline K. Eastman Georgia Southern University, Statesboro, GA
,
Rajesh Iyer Foster College of Business, Bradley University, Peoria, IL
,
Sara Liao-Troth Georgia College & State University, Milledgeville, GA
,
Donnie F. Williams Georgia College & State University, Milledgeville, GA
&
Mitch Griffin Georgia Southern University, Statesboro, GA
Pages 455-470 | Published online: 07 Dec 2014
 
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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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