• The Journal of the Korea Contents Association
• /
• v.17 no.12
• /
• pp.447-460
• /
• 2017

The purpose of this study is to investigate the factors affecting consumer resistance of smart watches, focusing on consumer groups. SPSS 19.0 was used to conduct a descriptive analysis and multi regression analysis of the data. This study is based on the questionnaire data of 407 consumers. The results of this study are as follows. First, the relative advantage was identified as a factor in reducing consumer resistance across all gender and age groups. Second, complexity has been identified as a factor that increases the consumer resistance of female consumers, and consumer groups in their 20s and 40s. Third, esthetics was found to reduce consumer resistance in men, women, and the consumer group in their 20s. Fourth, subjective norms were identified as a factor reducing consumer resistance in women and in consumer groups in their 20s and 30s. Fifth, the risk of privacy was identified as a factor in increasing consumer resistance in men and the consumer group in their 40s. The results of this study can be helpful to understand consumer resistance to smartwatches.

• Human Ecology Research
• /
• v.58 no.3
• /
• pp.401-416
• /
• 2020

Service providers have introduced interactive devices such as self-service kiosks to provide convenient and efficient services to consumers. Self-service kiosks are one of the most diverse technological forms of self-service technologies that provide control and freedom to consumers as well as reduce the frustration of line-ups. This study explores the predictors of consumer resistance and continued use intention with regard to self-service kiosks. It adopts three constructs on the following variables: perceived innovation characteristics, consumer characteristics, and gamification. An online self-administered survey was conducted, and 343 users of self-service kiosk services, aged between 20 and 59, were included in the analysis. The study used the SPSS 23.0 program to perform a descriptive analysis along with, t-test, ANOVA, correlation analysis, and regression analysis. First, convenience, controllability, and gamification negatively influenced consumer resistance to self-service kiosks. Second, human alienation and sociability positively influenced consumer resistance to self-service kiosks. Third, convenience and gamification positively influenced the continued use intention with regard to self-service kiosks. Last, the risk of functionality, human alienation, and sociability negatively influenced continued use intention with regard to self-service kiosks. The results contribute to the literature because few studies have examined what drives the resistance of users and continued use intention with regard to self-service kiosks. It also provides service providers and practitioners with insights and strategies on how to overcome consumer resistance.

• Journal of Digital Convergence
• /
• v.19 no.3
• /
• pp.115-125
• /
• 2021

This study aims to investigate the effects of self-service technology (SST) characteristics and consumer characteristics on consumer resistance and satisfaction with SST in restaurants. An online survey was conducted for consumers in their 20s and 50s who used SST at restaurants, and 343 data were used for analysis. As a result, convenience and tech-controllability have a negative effect on consumer resistance with SST, whereas complexity, social risk and relationship orientation have a positive effect. In addition, convenience, entertainment, and tech-controllability have a positive effect on consumer satisfaction with SST, whereas social risk and relationship orientation have a negative effect. This study contributes practically and academically in that it proposes a practical strategy to reduce consumer resistance and increase satisfaction, and identifies the determinants of consumer response to SST. In future studies, an in-depth analysis of consumers' ambivalent responses to SST is required.

• Journal of Global Scholars of Marketing Science
• /
• v.15 no.3
• /
• pp.211-231
• /
• 2005

It is important for marketers to understand both individual resistance and group resistance in order to successfully bring innovations into global markets. We suggest that consumers resist innovations as individuals and as members of a group and that they do this in different ways at different stages of decision-making. The individual resistance begins with forms of initial resistance, develops into emergent resistance and mature or belated resistance at the individual level. In addition, personal moral standards can influence decision making in relation to the adoption of innovations. Individual resistance is sometimes accompanied by or evolves into group resistance. We introduce a framework for thinking about consumer resistance to innovations that sees it as a consequence of social identity, which has functions for the individual, the group to which one belongs, and other individuals and groups. Consumers with membership in a certain group try to increase their self-esteem through the process of social comparison. The more consumers strongly identify with and bond with a certain group, the more in-group solidarity and out-group hostility will occur. Out-group hostility gives group members strong resistance toward products and services related to the out-group. Individual resistance and group resistance are threats to marketers and dampen performance. By considering the existence of resistance to innovations and seeking strategies to overcome it, marketers can transform these threat into new opportunities. A better understanding of consumer resistance can complement research on the adoption of innovations and help in the development of a universal model of consumer behavior.

• Human Ecology Research
• /
• v.57 no.2
• /
• pp.171-183
• /
• 2019

Convergence between technology and financial services is ubiquitous and widespread. Virtual banks represent an important aspect of financial markets that can generate value added for consumers and enhance the quality of financial services. This study explores the effect of innovation characteristics (relative advantage, compatibility, and perceived risk), consumer characteristics (status quo bias), and social mechanisms (network externality: complementarity, numbers of peers) on consumers' adoption intention and resistance to virtual banks. This study adopted an innovation resistance model with two dependent variables: adoption intention and resistance to virtual banks. An online self-administered survey was conducted and 532 or non-users of virtual banks aged 20 to 69 years old were analyzed. Frequency analysis, descriptive analysis, and hierarchical multiple regression indicated that status quo bias, relative advantage, perceived risk, complementarity, and number of peers insignificantly influence the adoption intention regarding virtual banks. Furthermore, status quo bias, relative advantage, perceived risk, and number of peers insignificantly influence the resistance to virtual banks. Female respondents have a lower adoption intention and higher resistance to virtual banks than male respondents. The findings suggest that the innovation resistance model can be useful in understanding consumers'adoption and resistance behavior as well as reveal that innovation characteristics, consumer characteristics, and social mechanism are important antecedent variables of the innovation adoption decision.

• International journal of advanced smart convergence
• /
• v.13 no.2
• /
• pp.110-118
• /
• 2024

This study examines factors influencing nonusers' resistance to the adoption of the metaverse, focusing on propagation mechanisms. It elucidates the role of innovation resistance within the metaverse adoption process. We applied the Innovation Resistance Model in the context of the metaverse and considers three major groups of factors influencing resistance to the metaverse: innovation characteristics (perceived usefulness, compatibility, perceived risk, and complexity), consumer characteristics (personal innovativeness), and propagation mechanisms (mass media, online media, and personal communication). An online survey of college students who do not use the metaverse revealed that perceived usefulness, compatibility, personal innovativeness, and online media were negative predictors of resistance to the metaverse. Conversely, perceived risk, mass media, and personal communication were positive predictors of resistance to the metaverse. Furthermore, innovation resistance was found to play a mediating role in the metaverse adoption process. Drawing upon the findings, we suggested marketing strategies to decrease resistance to the metaverse.

• The Journal of Information Systems
• /
• v.28 no.3
• /
• pp.59-81
• /
• 2019

Purpose The purpose of this study is to investigate the resistance factors interfering the acceptance factors of the mobile easy remittance service focusing on the switching cost and the innovation resistance model. Design/methodology/approach This study focuses on revealing the resistance factors of the mobile easy remittance service acceptance. The resistance factor is designed consisting both consumer characteristics and service characteristics in the Innovation Resistance Model. Furthermore, the effect of resistance factors on the innovation resistance and acceptance intentions were detected by moderating the switching cost. Findings According to the empirical analysis result, this study investigated the effect of resistance factors on innovation resistance and acceptance intention for the mobile easy remittance service. The results of this study as follows; (1) The consumer's inherent innovativeness did not significantly affect the innovation resistance and acceptance intention. (2) The attitude toward existing services and complexity significantly affected innovation resistance in direct manner, thus affecting the acceptance intention in indirect manner. (3) The perceived usefulness significantly affected both the innovation resistance and the acceptance intention in direct manner. (4) The perceived risk only effected the acceptance intention. (5) The switching cost had a moderating effect on the innovation resistance and acceptance intention.

• Journal of Information Technology Applications and Management
• /
• v.16 no.2
• /
• pp.65-77
• /
• 2009

This study explores the major factors that are likely to affect the acceptance and resistance of innovative products and services. The TAM (Technology Acceptance Model) has been widely used for understanding consumer acceptance of new technology. This model displays perceived usefulness and perceived ease of use as antecedents of intention to adopt and use. However, research has reported a variety of preceding variables for technology acceptance. In addition, considering paradoxes of technology, research regarding both acceptance and resistance in an integrated model can explain consumer perception and behavior in detail. The results of this study states that relative benefits, degree of innovation in technology, perceived usefulness and perceived ease of use have had positive influence on the intention to adopt but negative impact on that of resistance. However, alterations of usage and perceived risk positively affects resistance, but also have negative effects on the intention to adopt. Finally, intention to adopt has comparatively greater influence than that of resistance on intention to use. Theoretical and managerial implications of the results are also discussed.

• The Journal of Information Systems
• /
• v.25 no.4
• /
• pp.87-104
• /
• 2016

Purpose As the smartphone market arrived at its saturation, from world leading information and communications technologies (ICT) businesses to startups, companies are competing to develop innovative wearable device products and suitable contents. Utility, technology, design, price, and various killer contents development targeting every customer's need should be considered for a success in the wearable device market. Design/methodology/approach Prior studies on innovation technology of ICT field have mainly focused on the innovation diffusion theory, expectation confirmation theory, and technology acceptance model, this study suggested the innovation resistance factors of adopting the smart wearable devices based on the innovation resistance model and theory of perceived risk. The model comprises the following two characteristics factors: 1) innovation characteristics which include perceived relative advantages, perceived compatability, perceived complexity, and perceived risk, 2) consumer characteristics which include attitudes towards innovation and existing products (i.e., mobile devices and analog watches). This study developed an extended innovation resistance model to explain the intention to acceptance of wearable devices consumers and collected 284 online survey responses from the non-consumers of the wearable devices. Findings The findings of this study suggest that perceived relative advantage, perceived compatibility, perceived complexity, perceived risk, attitudes towards innovation and attitudes towards existing analog watches affected the innovation resistance which has negative influence on the intention to adoption of wearable devices.

• Journal of Smart Tourism
• /
• v.3 no.2
• /
• pp.23-36
• /
• 2023

Due to the phenomenon of aging, a new consumer segment known as the "new-silver generation" is emerging. Unlike the previous silver generation, this generation possesses significant economic power and consuming willingness, attracting attention from consumer goods companies. However, both the new-silver generation and the elderly face challenges in adopting contactless or self-service technologies such as self-order kiosks, resulting in negative reactions. Therefore, this study aims to investigate the attitude and response of the newsilver generation towards kiosks, as well as the factors influencing their resistance to such technology. By applying theoretical perspectives from the innovation resistance model, technostress theory, and the value-based model, this study identifies influencing factors for innovation resistance among the new-silver generation when using contactless technologies implemented in fast-food restaurants. The findings indicate that a lower awareness of new technologies and services corresponds to decreased adoption resistance, while a higher perceived value leads to more positive behaviors and attitudes among the new-silver generation utilizing kiosks at fast-food restaurants.