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

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\u27 engagement in value co-creation through mobile technology, as well as service innovation design and delivery