Samenvatting
The sustainable success of service innovations is strongly determined by a continuous
usage of the respective service. However, several recent studies highlight that many
innovations ultimately fail to reach market success due to consumers’ resistance to
innovation. More specifically, theoretical research points out that innovations fail either
due to rejections as a consequence of passive innovation resistance in early stages of the
adoption process or due to rejections as a consequence of active innovation resistance in
later stages of the adoption process. While there is vast empirical evidence for the
importance of both resistance types with respect to innovation rejections, generated insights
in this regard are exclusively derived from cross-sectional studies. Consequently, it still
lacks longitudinal studies that provide empirical evidence and insights into the importance
of both resistance types for the course of the adoption process over time. This study aims
to close this research gap by analyzing longitudinal data in four waves (n=352). Our
findings point out, that active innovation resistance has a negative but limited negative
effect in early stages of the adoption process which gets stronger in later stages. Passive
innovation resistance, on the other hand, exerted a strong and negative effect in early stages
of the adoption process that even turns positive in later stages of the adoption process.
Hence, while active innovation resistance is always detrimental for the course of the
adoption process, passive innovation resistance can also be beneficial for continuous usage
in case it is overcome in early stages. Accordingly, companies might focus on convincing
passive innovation resistors in early stages as these consumers might even turn into loyal
consumers over time once they got convinced to initially adopt a new product.
usage of the respective service. However, several recent studies highlight that many
innovations ultimately fail to reach market success due to consumers’ resistance to
innovation. More specifically, theoretical research points out that innovations fail either
due to rejections as a consequence of passive innovation resistance in early stages of the
adoption process or due to rejections as a consequence of active innovation resistance in
later stages of the adoption process. While there is vast empirical evidence for the
importance of both resistance types with respect to innovation rejections, generated insights
in this regard are exclusively derived from cross-sectional studies. Consequently, it still
lacks longitudinal studies that provide empirical evidence and insights into the importance
of both resistance types for the course of the adoption process over time. This study aims
to close this research gap by analyzing longitudinal data in four waves (n=352). Our
findings point out, that active innovation resistance has a negative but limited negative
effect in early stages of the adoption process which gets stronger in later stages. Passive
innovation resistance, on the other hand, exerted a strong and negative effect in early stages
of the adoption process that even turns positive in later stages of the adoption process.
Hence, while active innovation resistance is always detrimental for the course of the
adoption process, passive innovation resistance can also be beneficial for continuous usage
in case it is overcome in early stages. Accordingly, companies might focus on convincing
passive innovation resistors in early stages as these consumers might even turn into loyal
consumers over time once they got convinced to initially adopt a new product.
| Originele taal-2 | Engels |
|---|---|
| Titel | Proceedings of the La Londe Conference |
| Status | Gepubliceerd - 2018 |
| Extern gepubliceerd | Ja |
| Evenement | 15th International Research Conference in Service Management - La Londe les Maures, Frankrijk Duur: 10 jun. 2018 → 13 jun. 2018 |
Congres
| Congres | 15th International Research Conference in Service Management |
|---|---|
| Land/Regio | Frankrijk |
| Stad | La Londe les Maures |
| Periode | 10/06/18 → 13/06/18 |