Proceedings of World Business and Social Science Research Conference
25-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Why Do Consumers Resist Innovations?
Chyi Jaw* and Hsiao-Wan Liu**
Research on the consumer reaction to innovations has almost
exclusively concentrated on the positive acceptance of new
products/services. Consumers’ resistance to innovations has
received relatively little marketing attention, but it happens frequently
in the real market. This research discusses the reasons of consumer
resistance in innovation adoption process. According to recent
research, innovation adoption has been considered as a dynamic or
multiple-level process. This research argues that consumers can
experience inertia and emotions in the initial use of innovations.
However, given such consumer psychology, the argument can be
made as to whether the inclusion of innovation inertia and negative
emotion increases the predictive power of traditional models of
innovation adoption. As data from the empirical study finds, the
process is potentially innovation inertia and negative emotion
generating (independent of performance benefits), and the inertia
and the negative emotion impact innovation adoption negatively.
Finally, the authors present the hypothesized (hierarchical-mediated)
model, which let managers can better predict and influence the
successful diffusion of complex technological innovations.
Field of Research: Marketing; Innovation Diffusion
*Chyi Jaw (Corresponding Author), Professor, Department of Business Administration,
National Yunlin University of Science & Technology, Yunlin, Taiwan, R.O.C.
Phone: +886-5-5342601 ext. 5231 Fax: +886-5-5312074 Email: jawc@yuntech.edu.tw
**Hsiao-Wen Liu, Master, Department of Business Administration, National Yunlin University of
Science & Technology, Yunlin, Taiwan, R.O.C. Email: m10022010@yuntech.edu.tw
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