| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 16 |
NO. 1 |
PAPER 7 |
10.5958/2321-2012.2020.00007.X |
EXPLORING FACTORS INFLUENCING CONSUMER RESISTANCE TO INNOVATION BY APPLYING
CONSUMER RESISTANCE THEORY
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| Mazhar Abbas* and Nimer Qayum Mir** |
| * College of Business Administration, Department of Management & MIS, University of Hail, Kingdom of Saudi Arabia |
| ** College of Business Administration, Department of Management & MIS, University of Hail, Kingdom of Saudi Arabia |
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| The study intends to explore the correlation between innovation and consumer characteristics as well as customer reluctance to innovation in the perspective of Pakistan. In addition, based on the consumer resistance theory, this paper explains the moderating role of consumer innovativeness on the relationship between innovation characteristics, consumers’ characteristics and consumers’ resistance towards innovation. Eventually, in order to develop a theoretical understanding, a detailed literature review was conducted that included books, empirical and conceptual papers about consumer behavior towards innovation resistance and other related factors, that influence innovation resistance. Theoretically, suggested framework may also contribute to the existing literature on the relationship between innovation characteristics, consumers’ characteristics and consumers’ resistance towards innovation and also provide practical and suggestions for future studies.
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