Suomen Akatemia
Hakija / Yhteyshenkilö Dhir, Amandeep
Organisaatio Aalto-yliopisto
Underpinnings of consumer resistance towards digitalization initiatives. A comparative International study of Finland, India, and Japan
Päätös 326066
Päätöspvm 30.01.2019
Rahoituskausi 01.02.2019 - 31.12.2020
Rahoitus (€) 7 800
WebFOCUS Report
Hankkeen julkinen kuvaus
Customer resistance can play a dominant role in the success or failure of innovations (Ram & Sheth, 1989). The present project employs Innovation resistance theory (IRT) (Ram, 1987) to build and test a research model investigating the different factors contributing towards the consumer resistance towards MPS in India, Japan and Finland. Customer resistance can be active and passive resistance (Heidenreich & Handrich, 2015). Active resistance is a resistive behaviour driving from the direct influence of characteristics of innovations and it can be studied via functional barriers such as usage, value and risk barriers (Yu & Chantatub, 2016). On the other hand, passive resistance is mainly derived from the conflict caused by innovation with the user’s existing beliefs and it is studied via psychological barriers such as image and tradition barriers (Yu & Chantatub, 2016). The present project will examine both psychological and functional barriers towards the use of MPS in three countries.