FACTORS INFLUENCING CONSUMER RESISTANCE TO INNOVATION: RELATIONSHIP BETWEEN RELATIVE ADVANTAGE, ATTITUDE TOWARDS EXISTING PRODUCT, SOCIAL INFLUENCE AND SELF-EFFICACY

Abstract

The objective of this paper is to study the factors influencing the consumer resistance to innovation. Smartphones used as an innovation in this study. This research was performed by using the self-administered questionnaires to seek the customer behavior and their mindset towards innovation. This research confirmed the gap between the Asian and Western perspective. This research showed the significant positive causal relationship between attitude towards existing product, relative advantage, social influence and consumer resistance to innovation. The choice of research technique and sampling technique reduced the testing boundaries in the research. This research provided to the current body of knowledge as well as in the market. It gives the idea to the marketer and manufacturer to enhance their product features to reduce the consumer resistance to innovation.