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The effect of consumer resistance to innovation on innovation adoption: the moderating role of customer loyalty

Yang Sun (Department of Marketing, School of Business Administration, Northeastern University, Shenyang, China) (Zhejiang Academy of Ecological Civilization, Hangzhou, China)
Wenmei Ding (Department of Marketing, School of Business Administration, Northeastern University, Shenyang, China)
Chen Weng (Zhejiang Sci-Tech University, Hangzhou, China)
Isaac Cheah (School of Marketing, Curtin University, Perth, Australia)
Helen Huifen Cai (Middlesex University, London, UK)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 30 November 2021

Issue publication date: 9 September 2022

1090

Abstract

Purpose

The purpose of the study is to construct a relationship model between the consumer resistance to innovation (CRI) and innovation adoption, and the study selected the customer loyalty as the moderating variable.

Design/methodology/approach

Based on questionnaire survey and regression model analysis, the study analyses the psychological processes and formation mechanisms that they either resist or adopt innovation by exploring users' attitudes towards smartphone application updates.

Findings

The results showed that innovation resistance negatively affected innovation adoption, and consumers are more likely to adopt innovations simply under the influence of customer loyalty. In addition, the moderating effect of customer loyalty is different in that how the three dimensions of innovation resistance influence innovation adoption. From the perspective of affective response, when consumers become emotionally disgusted with innovative products, loyalty can hardly change their minds. When consumers' resistance to innovation comes more from cognitive evaluation or functioning, loyalty is more likely to change their resistance.

Originality/value

The paper tests mechanism between customer resist the new product and new product adoption and the moderate effect of customer loyalty.

Keywords

Acknowledgements

The study was partially supported by the grants from the project funded by China Postdoctoral Science Foundation, China [grant number 2020M680974] and supported by “The Fundamental Research Funds for the Central Universities” [grant number N2106001; N2106009]; the study was partially supported by the grants from the Humanities and Social Sciences Project of Ministry of Education, China [grant number 19YJC630150].

Citation

Sun, Y., Ding, W., Weng, C., Cheah, I. and Cai, H.H. (2022), "The effect of consumer resistance to innovation on innovation adoption: the moderating role of customer loyalty", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 9, pp. 1849-1863. https://doi.org/10.1108/APJML-12-2020-0865

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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