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Consumers’ resistance to digital innovations: A systematic review and framework development
Australasian Marketing Journal ( IF 6.0 ) Pub Date : 2020-07-01 , DOI: 10.1016/j.ausmj.2020.06.014
Shalini Talwar 1 , Manish Talwar 2 , Puneet Kaur 3, 4 , Amandeep Dhir 4, 5, 6
Affiliation  

Abstract Consumer resistance is one of the major causes of failure of any innovation. Despite rising academic interest, the non-adoption of digital innovation or consumer resistance has received less scholarly attention as compared to the factors driving the adoption of digital products and services. The existing research on consumer resistance is also in siloes, running across multiple verticals, spanning from resistance to green products to the Internet of things (IoT). The current study provides a systematic review of the extant literature on consumer resistance to digital innovations by utilising the systematic literature review (SLR) methodology. A total of 54 studies were selected for content analysis to isolate thematic foci, identify research gaps, recommend future research avenues and develop a framework. Our analysis revealed that the extant literature could be grouped under broad research themes, namely resistance to digital innovations, organisational resistance to technological innovations, resistance to technological healthcare innovations and consumer resistance to innovations (offline). The results of this SLR study are expected to galvanise future research in this area from the theoretical as well as from a practice-oriented perspective by providing various actionable inputs to combat consumer resistance to digital innovations.

中文翻译:

消费者对数字创新的抵制:系统回顾和框架开发

摘要消费者抵制是任何创新失败的主要原因之一。尽管学术兴趣日益浓厚,但与推动采用数字产品和服务的因素相比,不采用数字创新或消费者抵制的学术关注较少。现有的有关消费者抵制能力的研究也处于筒仓中,涉及多个垂直领域,从抵制绿色产品到物联网(IoT)。本研究通过利用系统文献综述(SLR)方法,对有关消费者对数字创新的抵制的现有文献进行了系统综述。总共选择了54项研究进行内容分析,以隔离主题焦点,发现研究空白,推荐未来的研究途径并制定框架。我们的分析表明,现有文献可以归纳为广泛的研究主题,即对数字创新的抵制,对技术创新的组织抵制,对技术医疗创新的抵制以及对创新的消费者抵制(离线)。这项SLR研究的结果有望通过提供各种可行的投入来对抗消费者对数字创新的抵制,从而从理论和实践导向的角度激发该领域的未来研究。
更新日期:2020-07-01
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