International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies


:: International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies

ISSN 2228-9860
eISSN 1906-9642


Vol.12(2) (2021)

  • Factors Causing Consumer Resistance to Innovation by Applying Resistance to Innovation Theory Expectancy Model

    Mazhar Abbas (Department of Management & MIS, College of Business Administration, University of Ha'il, KINGDOM OF SAUDI ARABIA),
    Saliha Gul Abbasi (Department of Management Sciences, University of Azad Jammu & Kashmir, Muzaffarabad, PAKISTAN),
    Ghulam Dastgeer (Department of Management & MIS, College of Business Administration, University of Ha'il, KINGDOM OF SAUDI ARABIA),
    Abida Hanif (Department of Library Sciences, COMSATS University Islamabad, Vehari Campus, PAKISTAN and Department of Library Information Science, The Islamia University Bahawalpur, PAKISTAN),
    Muhammad Ashraf (Department of Management Sciences, COMSATS University Islamabad, Vehari Campus, PAKISTAN).

    Disciplinary: Management Sciences.

    ➤ FullText

    doi: 10.14456/ITJEMAST.2021.42

    Keywords: Innovation resistance; Consumer behavior; Innovation characteristics; Consumer characteristics; Product price; Negative emotion; Consumer motivation; Complexity.

    Innovation resistance is the most vibrant field of study for the economic growth and success of organizations. Notwithstanding, innovation has been a significant focus of attention for scholars and organizations due to its positive and negative consequences. For instance, the success consequences of innovation, consumer delay, or postponement in the adoption of innovation might change this success into failure. Nowadays, many researchers try to determine the different factors that identify consumer behavior towards innovation resistance, which brought up consumer understanding and their good approach towards innovation. This paper, therefore, addressed various factors that affect consumer behavior in terms of resistance to innovation. However, the relationship between innovation features, user features, and consumer aversion to innovation encourages research to explore the phenomenon further. The study will look at the connection between innovation and consumer features and at the reticence of customers to innovation from Pakistan's perspective.

    Paper ID: 12A2U

    Cite this article:

    Abbas, M., Abbasi, S. G., Dastgeer, G., Hanif, A., Ashraf, M. (2021). Factors Causing Consumer Resistance to Innovation by Applying Resistance to Innovation Theory. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 12(2), 12A2U, 1-12.


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