• 한국콘텐츠학회논문지
• /
• 제17권12호
• /
• pp.447-460
• /
• 2017

본 연구는 스마트 워치 수용을 보류하고 있는 소비자 집단을 중심으로 스마트 워치 소비자 저항에 영향을 미치는 요인들을 살펴보았다. 본 연구는 20-40대 소비자 407명의 설문 자료를 기반으로 분석을 실시하였으며, SPSS 19.0을 활용하여 빈도분석, 기술통계, 요인분석, 신뢰도 검증, 상관관계 분석, t-test, 그리고 다중회귀 분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 상대적 이점은 모든 성별과 연령 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 둘째, 복잡성은 여성 소비자 집단, 20대, 그리고 40대 소비자 집단에서 스마트 워치 소비자 저항을 증가시키는 요인으로 확인되었다. 셋째, 디자인 심미성은 남녀 소비자 집단, 20대 소비자 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 넷째, 주관적 규범은 여성 소비자 집단, 20대, 그리고 30대 소비자 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 다섯째, 프라이버시 위험은 남성 소비자 집단과 40대 소비자 집단에서 스마트 워치 소비자 저항을 증가시키는 요인으로 확인되었다. 본 연구의 결과들은 스마트 워치 수용보류 집단의 소비자 저항을 이해하는데 기초 자료를 제공할 수 있을 것이다.

• Human Ecology Research
• /
• 제58권3호
• /
• pp.401-416
• /
• 2020

Service providers have introduced interactive devices such as self-service kiosks to provide convenient and efficient services to consumers. Self-service kiosks are one of the most diverse technological forms of self-service technologies that provide control and freedom to consumers as well as reduce the frustration of line-ups. This study explores the predictors of consumer resistance and continued use intention with regard to self-service kiosks. It adopts three constructs on the following variables: perceived innovation characteristics, consumer characteristics, and gamification. An online self-administered survey was conducted, and 343 users of self-service kiosk services, aged between 20 and 59, were included in the analysis. The study used the SPSS 23.0 program to perform a descriptive analysis along with, t-test, ANOVA, correlation analysis, and regression analysis. First, convenience, controllability, and gamification negatively influenced consumer resistance to self-service kiosks. Second, human alienation and sociability positively influenced consumer resistance to self-service kiosks. Third, convenience and gamification positively influenced the continued use intention with regard to self-service kiosks. Last, the risk of functionality, human alienation, and sociability negatively influenced continued use intention with regard to self-service kiosks. The results contribute to the literature because few studies have examined what drives the resistance of users and continued use intention with regard to self-service kiosks. It also provides service providers and practitioners with insights and strategies on how to overcome consumer resistance.

• 디지털융복합연구
• /
• 제19권3호
• /
• pp.115-125
• /
• 2021

본 연구의 목적은 셀프서비스기술(SST)의 특성과 소비자 특성이 외식업체에서의 SST에 대한 소비자의 저항과 만족에 미치는 영향을 규명하는 것이다. 이를 위해 외식업체에서 SST를 이용한 경험이 있는 20대에서 50대까지의 일반 소비자를 조사대상으로 선정하여 온라인 설문조사를 실시하였고, 최종 343부의 자료를 분석에 활용하였다. 다중회귀분석을 통해 가설을 검증한 결과, 편의성과 기술통제성이 낮을수록, 복잡성, 사회적 위험, 관계지향성이 높을수록 SST에 대한 소비자 저항이 높아지는 것으로 나타났다. 반면, 편의성, 유희성, 기술통제성이 높을수록, 사회적 위험과 관계지향성이 낮을수록 SST에 대한 소비자 만족이 높아지는 것으로 나타났다. 본 연구는 소비자의 저항을 낮추는 동시에 만족을 높이기 위한 전략을 제안한다는 점에서 실무적 가치가 있고, SST에 대한 소비자의 양가적인 반응에 영향을 미치는 요인을 규명한다는 점에서 관련 연구의 확장에 기여할 수 있다. 본 연구에서 밝혀진 점들을 참조하여 SST에 대한 소비자의 양가적인 반응을 심도 있게 파악하는 것이 요구된다.

• 마케팅과학연구
• /
• 제15권3호
• /
• pp.211-231
• /
• 2005

마케팅관리자들이 글로벌 시장에 혁신을 성공적으로 진출시키기 위해서는 개인적 저항과 집단 저항에 대하여 이해하는 것이 중요하다. 우리가 제한하기로는 소비자들은 개인으로서, 집단의 한 구성원으로서 혁신에 저항하며, 의사결정의 다른 단계에 다른 방법으로 저항한다. 개인적인 저항은 초기저항(initial resistance)의 형태에서 시작하여 급박한 저항(emergent resistance)으로 발전하고 최종적으로는 늦은 저항(belated resistance)으로 발전한다. 또한, 개인의 도덕적 기준이 혁신수용 의사결정에 영향을 미칠 수 있다. 때때로 개인적 저항은 집단저항에 의해서 수반되거나 집단저항으로 진화한다. 우리는 혁신에 대한 소비자저항을 개인에 대하여, 개인이 속한 집단에 대하여, 다른 개인과 집단에 대하여 작용하는 사회정체감의 결과로서 생각하는 체계를 제시한다. 어떤 집단 구성원인 소비자들은 사회비교과정을 통하여 자아존중감을 증가시킨다. 소비자들이 어떤 집단에 대하여 강한 정체감을 가지고 결속하면 할수록, 내부집단 결속력과 외부집단 배타성이 더 많이 나타난다. 외부 집단 배타성은 집단 구성원들에게 외부 집단과 관련된 제품과 서비스에 대하여 강한 저항을 나타낸다. 개인적인 저항과 집단 저항은 마케팅관리자들을 위협하고 성과를 침해한다. 혁신에 대한 저항의 존재를 고려하고, 극복하려는 전략을 추구함으로써 마케팅관리자들은 이러한 위협을 새로운 기회로 전환시킬 수 있다. 소비자저항에 대한 이해는 혁신의 소비자수용에 대한 연구를 보완하고, 소비자행동의 보편적인 모형을 개발하는 데 도움이 될 수 있다.

• Human Ecology Research
• /
• 제57권2호
• /
• pp.171-183
• /
• 2019

Convergence between technology and financial services is ubiquitous and widespread. Virtual banks represent an important aspect of financial markets that can generate value added for consumers and enhance the quality of financial services. This study explores the effect of innovation characteristics (relative advantage, compatibility, and perceived risk), consumer characteristics (status quo bias), and social mechanisms (network externality: complementarity, numbers of peers) on consumers' adoption intention and resistance to virtual banks. This study adopted an innovation resistance model with two dependent variables: adoption intention and resistance to virtual banks. An online self-administered survey was conducted and 532 or non-users of virtual banks aged 20 to 69 years old were analyzed. Frequency analysis, descriptive analysis, and hierarchical multiple regression indicated that status quo bias, relative advantage, perceived risk, complementarity, and number of peers insignificantly influence the adoption intention regarding virtual banks. Furthermore, status quo bias, relative advantage, perceived risk, and number of peers insignificantly influence the resistance to virtual banks. Female respondents have a lower adoption intention and higher resistance to virtual banks than male respondents. The findings suggest that the innovation resistance model can be useful in understanding consumers'adoption and resistance behavior as well as reveal that innovation characteristics, consumer characteristics, and social mechanism are important antecedent variables of the innovation adoption decision.

• International journal of advanced smart convergence
• /
• 제13권2호
• /
• pp.110-118
• /
• 2024

This study examines factors influencing nonusers' resistance to the adoption of the metaverse, focusing on propagation mechanisms. It elucidates the role of innovation resistance within the metaverse adoption process. We applied the Innovation Resistance Model in the context of the metaverse and considers three major groups of factors influencing resistance to the metaverse: innovation characteristics (perceived usefulness, compatibility, perceived risk, and complexity), consumer characteristics (personal innovativeness), and propagation mechanisms (mass media, online media, and personal communication). An online survey of college students who do not use the metaverse revealed that perceived usefulness, compatibility, personal innovativeness, and online media were negative predictors of resistance to the metaverse. Conversely, perceived risk, mass media, and personal communication were positive predictors of resistance to the metaverse. Furthermore, innovation resistance was found to play a mediating role in the metaverse adoption process. Drawing upon the findings, we suggested marketing strategies to decrease resistance to the metaverse.

• 한국정보시스템학회지:정보시스템연구
• /
• 제28권3호
• /
• pp.59-81
• /
• 2019

Purpose The purpose of this study is to investigate the resistance factors interfering the acceptance factors of the mobile easy remittance service focusing on the switching cost and the innovation resistance model. Design/methodology/approach This study focuses on revealing the resistance factors of the mobile easy remittance service acceptance. The resistance factor is designed consisting both consumer characteristics and service characteristics in the Innovation Resistance Model. Furthermore, the effect of resistance factors on the innovation resistance and acceptance intentions were detected by moderating the switching cost. Findings According to the empirical analysis result, this study investigated the effect of resistance factors on innovation resistance and acceptance intention for the mobile easy remittance service. The results of this study as follows; (1) The consumer's inherent innovativeness did not significantly affect the innovation resistance and acceptance intention. (2) The attitude toward existing services and complexity significantly affected innovation resistance in direct manner, thus affecting the acceptance intention in indirect manner. (3) The perceived usefulness significantly affected both the innovation resistance and the acceptance intention in direct manner. (4) The perceived risk only effected the acceptance intention. (5) The switching cost had a moderating effect on the innovation resistance and acceptance intention.

• Journal of Information Technology Applications and Management
• /
• 제16권2호
• /
• pp.65-77
• /
• 2009

This study explores the major factors that are likely to affect the acceptance and resistance of innovative products and services. The TAM (Technology Acceptance Model) has been widely used for understanding consumer acceptance of new technology. This model displays perceived usefulness and perceived ease of use as antecedents of intention to adopt and use. However, research has reported a variety of preceding variables for technology acceptance. In addition, considering paradoxes of technology, research regarding both acceptance and resistance in an integrated model can explain consumer perception and behavior in detail. The results of this study states that relative benefits, degree of innovation in technology, perceived usefulness and perceived ease of use have had positive influence on the intention to adopt but negative impact on that of resistance. However, alterations of usage and perceived risk positively affects resistance, but also have negative effects on the intention to adopt. Finally, intention to adopt has comparatively greater influence than that of resistance on intention to use. Theoretical and managerial implications of the results are also discussed.

• 한국정보시스템학회지:정보시스템연구
• /
• 제25권4호
• /
• pp.87-104
• /
• 2016

Purpose As the smartphone market arrived at its saturation, from world leading information and communications technologies (ICT) businesses to startups, companies are competing to develop innovative wearable device products and suitable contents. Utility, technology, design, price, and various killer contents development targeting every customer's need should be considered for a success in the wearable device market. Design/methodology/approach Prior studies on innovation technology of ICT field have mainly focused on the innovation diffusion theory, expectation confirmation theory, and technology acceptance model, this study suggested the innovation resistance factors of adopting the smart wearable devices based on the innovation resistance model and theory of perceived risk. The model comprises the following two characteristics factors: 1) innovation characteristics which include perceived relative advantages, perceived compatability, perceived complexity, and perceived risk, 2) consumer characteristics which include attitudes towards innovation and existing products (i.e., mobile devices and analog watches). This study developed an extended innovation resistance model to explain the intention to acceptance of wearable devices consumers and collected 284 online survey responses from the non-consumers of the wearable devices. Findings The findings of this study suggest that perceived relative advantage, perceived compatibility, perceived complexity, perceived risk, attitudes towards innovation and attitudes towards existing analog watches affected the innovation resistance which has negative influence on the intention to adoption of wearable devices.

• Journal of Smart Tourism
• /
• 제3권2호
• /
• pp.23-36
• /
• 2023

Due to the phenomenon of aging, a new consumer segment known as the "new-silver generation" is emerging. Unlike the previous silver generation, this generation possesses significant economic power and consuming willingness, attracting attention from consumer goods companies. However, both the new-silver generation and the elderly face challenges in adopting contactless or self-service technologies such as self-order kiosks, resulting in negative reactions. Therefore, this study aims to investigate the attitude and response of the newsilver generation towards kiosks, as well as the factors influencing their resistance to such technology. By applying theoretical perspectives from the innovation resistance model, technostress theory, and the value-based model, this study identifies influencing factors for innovation resistance among the new-silver generation when using contactless technologies implemented in fast-food restaurants. The findings indicate that a lower awareness of new technologies and services corresponds to decreased adoption resistance, while a higher perceived value leads to more positive behaviors and attitudes among the new-silver generation utilizing kiosks at fast-food restaurants.