An Integrated Model of Consumer Resistance and Acceptance of Product Innovations

• 영문명: An Integrated Model of Consumer Resistance and Acceptance of Product Innovations
• 발행기관: 한국무역연구원
• 저자명: Han-Mo Oh Chae-Hun Song
• 간행물 정보: 『무역연구』제7권 제2호, 171~193쪽, 전체 23쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

Most research studies on product innovations focus on the adoption and diffusion of successful innovations. However, since adoption may begin after consumer resistance is overcome, understanding consumer resistance is important. To understand fully the mechanism of consumer resistance and acceptance, the authors develop a new model integrating consumer resistance and acceptance of product innovations. Relevant literature is reviewed to provide the theoretical rationale for the proposed model. The model postulates that compatibility, perceived risks, and perceived product image affect consumer resistance. It also postulates that social influence has a positive impact on consumer resistance and has a negative impact on perceived usefulness. The resistance, perceived usefulness, and perceived ease of use influence consumers’ intention to adopt product innovations. In turn, the intention to adopt product innovations influences the actual adoption of them. Finally, scholarly and managerial implications are discussed and directions for future research are proposed.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Model Development

Ⅳ. Discussion

References

키워드

Innovation Diffusion Resistance Technology Acceptance Model Behavioral Change Theory