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Consumer Resistance to Innovation in Services: Challenges and Barriers in the Internet of Things Era
Author(s) -
Mani Zied,
Chouk Inès
Publication year - 2018
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/jpim.12463
Subject(s) - resistance (ecology) , vulnerability (computing) , structural equation modeling , business , service (business) , ideology , the internet , skepticism , internet of things , marketing , internet privacy , knowledge management , computer science , computer security , world wide web , political science , politics , ecology , philosophy , epistemology , machine learning , law , biology
The Internet of Things (IoT) is expected to be the next phase of the Internet revolution and to transform consumers’ service experience. It nevertheless raises challenges on innovation in services. Based on Ram and Sheth's ([Ram, S., 1989]) theoretical framework, this work attempts to provide a better understanding of the barriers that lead to consumers’ resistance to smart services as an innovation. To this end, our research adopts an integrative framework that combines functional barriers, psychological barriers, and individual barriers to explain consumer resistance to smart services. Structural equation modeling was used to test this theoretical framework. Our research enriches the existing literature by (1) adapting Ram and Sheth's ([Ram, S., 1989]) theoretical framework to the evolution of digital technologies (technological vulnerability barriers), (2) taking into account the ideological aspect of resistance (ideological barriers), and (3) considering dispositional variables (individual barriers). Moreover, it highlights the key role of skepticism toward IoT devices as a mediator between technological vulnerability barriers and individual barriers on the one hand and consumer resistance to smart services on the other.