Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
권호 표지
DOI QR코드

DOI QR Code

A Study on Innovation Resistance of Digital Trade Based On Cloud Services

클라우드 서비스를 활용한 디지털무역 사용자의 혁신저항에 관한 연구

  • Lee, In-Seong (Department of International Trade, Dongguk University) ;
  • Kim, Sok-Tae (Department of International Trade, Dongguk University)
  • 이인성 (동국대학교 국제통상학과) ;
  • 김석태 (동국대학교 국제통상학과)
  • Received : 2021.11.30
  • Accepted : 2021.12.23
  • Published : 2021.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose - Digital trade, which started in the early 2000s, is showing a sharp increase due to the recent pandemic. However, despite this proliferation, users' acceptance of innovation is very slow. Cloud services are at the center of digital trade activation. This study aims to contribute to the spread of digital trade through empirical analysis of the resistance factors that hinder the use of cloud service-based digital trade using the innovation resistance theory and the status quo bias theory. Design/Methodology/Approach - In order to achieve the research purpose, this study was conducted with 171 entrepreneurs using cloud service-based digital trade. Structural equation model(SEM) was used through empirical analysis. Findings - As a result of the study, it was found that the complexity of technology, perceived risk, compatibility, and trust in service providers had a significant effect on innovation resistance, and policy trust did not affect innovation resistance. Also, security concerns and institutional trust were analyzed to have a significant effect on the trust of service providers. Research Implications - This study is meaningful to help the rapid diffusion of innovative technologies through empirical analysis of factors that lower the intention to accept cloud service-based digital trade.

Keywords

References

  1. Adrian R. Camilleri,Sunita Sah (2021), "Amplification of the status quo bias among physicians making medical decisions", Applied Cognitive Psychology, 35(6), 1374-1386 https://doi.org/10.1002/acp.3868
  2. Bae Jae-Kwon (2018), "A Study on the Determinant Factors of Innovation Resistance and Innovation Acceptance on Internet Primary BankServices : Combining the Theories of Innovation Diffusion and Innovation Resistance", The e-Business Studies, 19(2), 91-104 https://doi.org/10.20462/tebs.2018.4.19.2.91
  3. Baek, Eun-Young and K. Y. Oh (2020), "A Study of Technology Trade in The Korea ICT Industry", Journal of International Trade and Insurance, 21(2), 67-78 https://doi.org/10.22875/JITI.2020.21.2.005
  4. Bawa K. (1990), ""Modelling inertia and variety seeking tendencies in brand choice behaviour"", Marketing Science, 9(3), 263-278 https://doi.org/10.1287/mksc.9.3.263
  5. Guanxiong Huanga and Yuchen R, (2020), "Linking technological functions of fitness mobile apps with continuance usage among Chinese users: Moderating role of exercise self-efficacy", Computers in Human Behavior, 103, 151-160 https://doi.org/10.1016/j.chb.2019.09.013
  6. Hongtao Yi and Wenna C, (2019), "Portable Innovation, Policy Wormholes, and Innovation Diffusion", Public Adminstration Review, 79(5), 737-748 https://doi.org/10.1111/puar.13090
  7. Huili Ye (2018), "Research on the cross-border shopping behavior of consumers based on TAM model and perceived risk", Advances in Social Science, Education and Humanities Research, 15(1), 1-5
  8. Ignatova, T., Alexakis, C., Ivanova, D. and Dudukalov, E., (2020), "Assessment of Modern Global Trends in Digital Trade and Finance". Advances in Economics, Business and Management Research, 139, 363-366.
  9. Ines Willemyns (2019), "GATS Classification of Digital Services - Does 'The Cloud' Have a Silver Lining?", Journal of World Trade, 53(1), 59-81 https://doi.org/10.54648/TRAD2019003
  10. Kim Hee-Woong and A. Kanakanhali (2009), "Investigating User Resistance to Information Systems Implementation: A Status Quo Bias Perspective", MIS Quarterly, 33(3), 567-582 https://doi.org/10.2307/20650309
  11. Kim Jong-Seok and Jin-Won K. (2019), "An Exploratory Study on Priorities of Facilitators andImpediments of Firm Innovation Activities Regarding the Fourth Industrial Revolution", Asia-Pacific Journal of Business, 10(3), 153-171
  12. Kim, Hong-Ki (2018), "An Analysis on the Concept of Digital Trade, and on the International Discussion of How to Develop It", Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology, 8(9), 1-11
  13. Kim Seung Woon and H. T. Kang (2007), "Analyzing the Relationships among Intention to Use, Satisfaction, Trust, and Perceived Effectiveness of Review Boards asOnline Feedback Mechanism in Shopping Websites", Journal of the Korean Operations Research and Management Science Society, 32(2), 53-69
  14. Kiran J. Patel and Hiren J. Patel (2018), "Adoption of internet banking services in Gujarat: An extension of TAM with perceived security and social influence", International Journal of Bank Marketing, 36(1), 147-169 https://doi.org/10.1108/IJBM-08-2016-0104
  15. Lee Dong-Gun, S. J. Lee and B. J Choi (2012), "An Empirical Study on Intentions to Use of Smart TV", Journal of Digital Convergence, 10(4), 107-118 https://doi.org/10.14400/JDPM.2012.10.4.107
  16. Lee, In-Seong and U. J. Park (2016), "A study on the Effect of Export Support Policy to Export Performance: Focusing on Small-Medium Start-up Enterprises in Gyeonggi Area", Asia-Pacific Journal of Business Venturing and Entrepreneurship, 11(5), 141-151 https://doi.org/10.16972/apjbve.11.5.201610.141
  17. Lee, Won-Jun (2021), "A Study on the Untact Channel Service Satisfaction in the COVID-19 Pandemic Era" Journal of International Trade & Commerce, 17(3), 379-392
  18. Manfred Elsig and Sebastian K, (2021), "Digital Trade Rules in Preferential Trade Agreements: Is There a WTO Impact?", Global-Regional Realignments in Trade, Finance and Development, 12(4), 25-36
  19. McKnight, D. H., Cummings, L. L. and Chervany, N. (1998) "Initial trust formation in new organizational relationships", Academy of Management Review, 23(3), 473-490 https://doi.org/10.5465/AMR.1998.926622
  20. Mira Burri (2021), "Towards a New Treaty on Digital Trade", Journal of World Trade, 55(1), 77-100 https://doi.org/10.54648/TRAD2021003
  21. Mira Burri and Rodrigo Polanco (2020), "Digital Trade Provisions in Preferential Trade Agreements: Introducing a New Dataset", Journal of International Economic Law, 23(1), 187-220 https://doi.org/10.1093/jiel/jgz044
  22. Normaz Wana Ismail (2020), "Digital trade facilitation and bilateral trade in selected Asian countries", Studies in Economics and Finance, 38(2), 257-271 https://doi.org/10.1108/SEF-10-2019-0406
  23. Oh Sook-Young (2017), "The Empirical Study of Various Item Parceling Methods on Multidimensional Scales in CFA and SEM, The Korean Journal of Educational Methodology Studies, 29(2), 313-345 https://doi.org/10.17927/TKJEMS.2017.29.2.313
  24. Park Sang-Cheol (2014), "Users' Status Quo Bias in the Mobile Application Context : From the Myopic Loss Aversion Perspective, The Journal of Information Systems, 24(2), 189-208 https://doi.org/10.5859/KAIS.2015.24.2.189
  25. Pavlou, P. A., ""Consumer acceptance of electronic commerce: integrating trust and risk with the Technology Acceptance Model,"" International Journal of Electronic Commerce, 7(3), 101-134 https://doi.org/10.1080/10864415.2003.11044275
  26. Peng-Ting Chena and S-C Kuo (2017), "Innovation resistance and strategic implications of enterprise social media websites in Taiwan through knowledge sharing perspective", Technological Forecasting and Social Change, 118(3), 55-69 https://doi.org/10.1016/j.techfore.2017.02.002
  27. Polites, G. L., and E. Karahanna,\ (2012), "Shackled to the status quo: The inhibiting effects of incumbent system habit, switching costs, and inertia of new system acceptance" MIS Quarterly, 36(1), 21-42 https://doi.org/10.2307/41410404
  28. Pranay Dutta and D. Prashant (2019), "Comparative Study of Cloud Services Offered by Amazon, Microso and Google", International Journal of Trend in Scientific Research and Development, 3(3), 981-985 https://doi.org/10.31142/ijtsrd23170
  29. Ram, S.,(1989) "Successful innovation using strategies to reduce consumer resistance: An empirical test," Journal of Product Innovation Management, 6(1), 20-34 https://doi.org/10.1111/1540-5885.610020
  30. Rammile N. and J. Nel (2012), "Understanding resistance to cell phone banking adoption through the application of the technology acceptance model (TAM)", African Journal of Business Management, 6(1), 86-97
  31. Rogers, E. M., (2003)"Diffusion of Innovations," New York: Free Press
  32. Samuelson, W. and R. Zeckhauser (1988), "Status quo bias in decision making", Journal of Risk and Uncertainty, 1(1), 7-59 https://doi.org/10.1007/BF00055564
  33. Schiffman, L. G., and L. L .Kanuk, , "Consumer Behavior," Prentice Hall, 1991.
  34. Shamel Azmeh, Christopher Foster and Jaime Echavarri (2020), "The International Trade Regime and the Quest for Free Digital Trade", International Studies Review, 22(3), 671-692 https://doi.org/10.1093/isr/viz033
  35. Shapiro, S. P. (1987), "The social control of impersonal trust" American Journal of Sociology, 93(3), 623-658 https://doi.org/10.1086/228791
  36. Sheth, J. N., (1981) "Psychology of innovation resistance: the less developed concept," Research in Marketing, 4(3) 273-283
  37. Song Hee-Seok and K. C. Kim (2006), "Resistance to Mobile Commerce Services", The Journal of Society for e-Business Studies, 11(2), 111-134
  38. Suh Mun-Shik, J. W. Ahn, E. K. Lee and D. Y. Oh (2009), "Purchasing Avoidance of Digital Convergence Products: Focusing on the Customer's Psychological Factors and the Innovation Resistance", The Journal of the Korea Contents Association, 9(1), 270-284 https://doi.org/10.5392/JKCA.2009.9.1.270
  39. Theodor Borangiua, Damien T., Andre T., Paulo L. and Jose B. (2019), "Digital transformation of manufacturing through cloud services and resource virtualization", Computers in Industry, 108(3), 150-162 https://doi.org/10.1016/j.compind.2019.01.006
  40. Venkatesh, V., Morris, M. G., G. B. Davis and F. D. Davis "User acceptance of information technology: Toward a unified view" MIS Quarterly, 27(3), 425~478 https://doi.org/10.2307/30036540
  41. Xuexu Piao and Sang-Moon P.(2019), "The Effect of External Attributes of Eco-Friendly Product on Perceived Values, Perceived Risk and Purchasing Intention : Focus on Organic Milk Product in China", Asia-Pacific Journal of Business, 10(1), 55-72