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Consumer Resistance to Innovation in Services

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  • Zied Mani

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Inès Chouk

    (THEMA - Théorie économique, modélisation et applications - CNRS - Centre National de la Recherche Scientifique - CY - CY Cergy Paris Université)

Abstract

The Internet of Things (IoT) is expected to be the next phase of the Internet revolution and to transform consumers' service experience. It nevertheless raises challenges on innovation in services. Based on Ram and Sheth's (1989) theoretical framework, this work attempts to provide a better understanding of the barriers that lead to consumers' resistance to smart services as an innovation. To this end, our research adopts an integrative framework that combines functional barriers, psychological barriers, and individual barriers to explain consumer resistance to smart services. Structural equation modeling was used to test this theoretical framework. Our research enriches the existing literature by (1) adapting Ram and Sheth's (1989) theoretical framework to the evolution of digital technologies (technological vulnerability barriers), (2) taking into account the ideological aspect of resistance (ideological barriers), and (3) considering dispositional variables (individual barriers). Moreover, it highlights the key role of skepticism toward IoT devices as a mediator between technological vulnerability barriers and individual barriers on the one hand and consumer resistance to smart services on the other.

Suggested Citation

  • Zied Mani & Inès Chouk, 2018. "Consumer Resistance to Innovation in Services," Post-Print hal-03700875, HAL.
    • Handle: RePEc:hal:journl:hal-03700875
    DOI: 10.1111/jpim.12463
    Note: View the original document on HAL open archive server: https://hal.science/hal-03700875
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    22. Taehyee Um & Taekyung Kim & Namho Chung, 2020. "How does an Intelligence Chatbot Affect Customers Compared with Self-Service Technology for Sustainable Services?," Sustainability, MDPI, vol. 12(12), pages 1-21, June.

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