Unpacking the Cognitive Architecture of Consumer Resistance to Prefabricated Interior Decoration Systems in China: An Empirical Study Based on Innovation Resistance Theory

Abstract

Despite strong policy support for prefabricated interior decoration systems (PIDSs) in China, residential consumer uptake remains limited. Existing research has focused primarily on adoption drivers or industry-side promotion; in contrast, in this study, Innovation Resistance Theory (IRT) is employed to investigate the functional and psychological barriers to consumer acceptance in the Chinese residential market. Utilizing data from 476 Chinese consumers, partial least squares structural equation modeling (PLS-SEM) is applied to test a hierarchical mediation framework. The results demonstrate that functional obstacles, specifically risk and usage barriers, do not exhibit a direct association with resistance intention; rather, a significant indirect effect via perceived value and image is observed. Notably, the tradition barrier emerged as the most dominant predictor of resistance, reflecting a deep-seated cultural path dependency on traditional masonry methods and a perceived loss of construction rituals that disrupts system adoption. Furthermore, multi-group analysis (MGA) reveals a paradox of experience: while uninitiated users are resistant based on abstract stereotypes, those with traditional renovation experience are driven by status quo bias, and early adopters of PIDSs are resistant due to negative disconfirmation regarding usage friction and functional inflexibility. These findings suggest that, to achieve system equilibrium, the industry must transition from an industry-centric narrative to one focused on premium quality and user-centric design. Practical implications include the need to de-stigmatize prefabrication as precision manufacturing and to align policy and market interventions more closely with the concerns of individual end-consumers in order to improve residential market acceptance.