Innovation generates significant benefits for business, the economy, and society as a whole. An innovative product brings significant benefits and improved features to the market. This study aims to explore the effect of innovation characteristics on consumer resistance to innovation in the Smartphone industry. The data have been collected from 310 university students in Pakistan. The findings revealed that factors of innovation characteristics (relative advantage, perceived risk, and e-word of mouth) have significant relationships with consumer resistance to innovation. Consumer innovativeness has shown the moderating effect on the relationships between innovation characteristics and consumer resistance to innovation. Limitations of the study, implications for theory and practice, and future research directions have been discussed.

中文翻译：

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消费者创新性、创新特征和消费者对创新的抵制：来自公立大学的传播视角

创新为企业、经济和整个社会带来巨大利益。创新产品为市场带来了显着的好处和改进的功能。本研究旨在探讨创新特征对智能手机行业消费者抵制创新的影响。这些数据是从巴基斯坦的 310 名大学生那里收集的。研究结果表明，创新特征的因素（相对优势、感知风险和电子口碑）与消费者对创新的抵制有显着关系。消费者创新性对创新特征与消费者创新阻力之间的关系显示出调节作用。讨论了研究的局限性、对理论和实践的影响以及未来的研究方向。