Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2023.2179515
An empirical study on customers’ behavior of passive and active resistance to innovation
Yu Wang
Min Han
Yuan Wang
Sara Shafiee
Sažetak
Previous studies reveal that the failure rate of innovation in enterprises
is higher than expected. The reason for innovation failures is
due to not only the customers’ resistance towards innovation, subsequent
changes and ignored factors that promote customer
acceptance, but also the other disregarded factors that motivates
the resistance towards innovation adaptation. The literature proved
the customers’ innovation resistance (CIR) consists of two categories.
Passive innovation resistance (PIR) described as initial resistance
behavior before evaluating the new product; and active
innovation resistance (AIR) introduced as the resistant behavior
after evaluating innovative products. However, few studies have
investigated the simultaneous influence of both PIR and AIR, especially
using the empirical methods. The main purposes of this study
are (1) to construct a model that reflects on both PIR and AIR as
two categories of CIR; (2) to provide empirical evidences to highlight
the influences and correlation of PIR and AIR. The method
used in this paper is partial least squares path modeling (PLS-PM)
method to test our model and the hypotheses. The results from this
research mainly indicate that (1) PIR is negatively influenced AIR; (2)
PIR (including both cognitive and situational PIR) has negative
effect on customers’ innovation adoption intention (IAI) while (3)
the correlation between AIR and IAI is opposite; (4) the degree of
customers’ IAI with high-perceived stimulation group and low-perceived
stimulation group will reverse according to the changes of
PIR and AIR. This paper is helpful for enterprises to improve their
innovation success rate by analyzing users’ resistance to innovation
Ključne riječi
customers’ innovation resistance; passive innovation resistance; active innovation resistance; behavioral reasoning behavior; innovation adoption intention
Hrčak ID:
306508
URI
Datum izdavanja:
31.3.2023.
Posjeta: 154 *