Service Innovation: Engaging Generation Y to Co-create through Mobile Technology

Keywords

Co-creation, customer engagement, diffusion of innovation, Generation Y, mobile technology

Abstract

This study examines factors that entice Generation Y consumers to engage in co-creation activities with firms using mobile technology. Based on the diffusion of innovation theory, this study develops a model that examines the antecedents of the engagement that leads to the co-creation of value using mobile technology. A survey method is used to test the proposed relationships with 689 valid responses. Results indicate that Generation Y consumers are more motivated by their peers and other social factors. Specifically, acquiring solid interpersonal and peer networks, and engaging in informal communications is paramount to Generation Y when engaging in co-creation. Other factors, such as ease of use of technology and consumer innovativeness, also affect the tendency of this cohort to engage in co-creation activities through mobile platforms. Overall, the structural model results offer a better understanding of Generation Y consumers' engagement in value co-creation through mobile technology, as well as service innovation design and delivery.

Publication Date

1-1-2017

Document Type

Article

Language

English

Source Title

International Journal of Electronic Commerce

Volume

21

Issue

4

College

Rosen College of Hospitality Management

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