Resistance to O2O technology platform adoption among small retailers: The influence of visibility and discoverability

Research on Online-to-offline (O2O) platforms is witnessing significant growth. However, the actual utilization of O2O platforms by small retailers is still in its early stages. The purpose of this study is to investigate the factors that lead to small merchants' reluctance to O2O platforms as well as the impact of the platform's visibility and discoverability on the retailer's usage intention. To achieve this, the study utilized innovation resistance theory (IRT) with three novel constructs: perceived vulnerability to privacy, information smog and inertia to formulate the conceptual model. To evaluate the conceptual model, the study used data from 409 small retailers using a single cross-sectional approach. The data were analyzed using structural equation modelling, and the results of the study revealed that the most significant factor leading to resistance towards O2O platforms' attractiveness and usage intention was the usage barrier, followed by the Image barrier, perceived vulnerability to privacy, and Inertia. However, the study did not find statistically significant evidence for the value barrier and information smog. Further findings showed that visibility and discoverability moderate the relationship between O2O platform attractiveness and usage intentions. Overall, the study enriches the academic literature on O2O platforms, especially regarding resistances, visibility, and discoverability, addressing a significant gap in the context of small retailers in India.