Consumer resistance to innovation among public universities' students in Pakistan

Consumer resistance to innovation among public universities' students in Pakistan

Implementations of technological innovations have been playing key roles for firms to grow and survive in the long run particularly in a dynamic and complex market and unstable economic conditions. The success of any innovation in the market which highly depends on consumers could be one of the pote...

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Main Author: Mazhar Abbas,
Format: Thesis
Language:eng
eng
Published: 2016
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/6772/1/s95398_01.pdf
https://etd.uum.edu.my/6772/2/s95398_02.pdf
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id my-uum-etd.6772
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mohtar, Shahimi
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Mazhar Abbas, ,
Consumer resistance to innovation among public universities' students in Pakistan
description Implementations of technological innovations have been playing key roles for firms to grow and survive in the long run particularly in a dynamic and complex market and unstable economic conditions. The success of any innovation in the market which highly depends on consumers could be one of the potential factors behind the failure of the innovation. Research on innovation resistance is still in infancy and effort to describe the resistance as well as understanding the consumers’ resistance to innovation still require in-depth investigations including the context of resistance to innovation. As a response to this problem, this study examines the consumers’ resistance to innovation through measuring the resistance to smartphones. This study is grounded by the resistance to innovation and appraisal theories. In the research framework, this study includes consumers’ characteristics (motivation, self-efficacy, emotion (negative), and attitude towards existing product) and innovation characteristics (relative advantage, perceived risk, complexity, social influence, and price). A cross sectional, survey data was gathered from 307 university students of four public universities in Pakistan via self-administered survey questionnaires. They were statistically tested using PLS (SEM) path modeling. The results demonstrate the concept of consumers’ resistance to innovation in the context of Pakistan. The results also reveal that majority of the main consumers’ and innovation characteristics (complexity, emotion (negative), motivation, price, self-efficacy, social influence, and consumers’ innovativeness (moderator) have significant influence on consumers’ resistance to smartphone. However, three consumers’ and innovation characteristics (relative advantage, perceived risk, and attitude towards existing product) are insignificant with consumers’ resistance to innovation. The significant factors are good predictors of consumers’ resistance to innovation. Based on the findings of the study, the theoretical and practical contributions are described. The limitations of the study are discussed and suggestions for future studies are also deliberately addressed.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Mazhar Abbas, ,
author_facet Mazhar Abbas, ,
author_sort Mazhar Abbas, ,
title Consumer resistance to innovation among public universities' students in Pakistan
title_short Consumer resistance to innovation among public universities' students in Pakistan
title_full Consumer resistance to innovation among public universities' students in Pakistan
title_fullStr Consumer resistance to innovation among public universities' students in Pakistan
title_full_unstemmed Consumer resistance to innovation among public universities' students in Pakistan
title_sort consumer resistance to innovation among public universities' students in pakistan
granting_institution Universiti Utara Malaysia
granting_department School of Technology Management & Logistics
publishDate 2016
url https://etd.uum.edu.my/6772/1/s95398_01.pdf
https://etd.uum.edu.my/6772/2/s95398_02.pdf
_version_ 1747828115197919232
spelling my-uum-etd.67722021-04-06T06:24:55Z Consumer resistance to innovation among public universities' students in Pakistan 2016 Mazhar Abbas, , Mohtar, Shahimi School of Technology Management & Logistics School of Technology Management & Logistics HF5415.33 Consumer Behavior. Implementations of technological innovations have been playing key roles for firms to grow and survive in the long run particularly in a dynamic and complex market and unstable economic conditions. The success of any innovation in the market which highly depends on consumers could be one of the potential factors behind the failure of the innovation. Research on innovation resistance is still in infancy and effort to describe the resistance as well as understanding the consumers’ resistance to innovation still require in-depth investigations including the context of resistance to innovation. As a response to this problem, this study examines the consumers’ resistance to innovation through measuring the resistance to smartphones. This study is grounded by the resistance to innovation and appraisal theories. In the research framework, this study includes consumers’ characteristics (motivation, self-efficacy, emotion (negative), and attitude towards existing product) and innovation characteristics (relative advantage, perceived risk, complexity, social influence, and price). A cross sectional, survey data was gathered from 307 university students of four public universities in Pakistan via self-administered survey questionnaires. They were statistically tested using PLS (SEM) path modeling. The results demonstrate the concept of consumers’ resistance to innovation in the context of Pakistan. The results also reveal that majority of the main consumers’ and innovation characteristics (complexity, emotion (negative), motivation, price, self-efficacy, social influence, and consumers’ innovativeness (moderator) have significant influence on consumers’ resistance to smartphone. However, three consumers’ and innovation characteristics (relative advantage, perceived risk, and attitude towards existing product) are insignificant with consumers’ resistance to innovation. The significant factors are good predictors of consumers’ resistance to innovation. Based on the findings of the study, the theoretical and practical contributions are described. The limitations of the study are discussed and suggestions for future studies are also deliberately addressed. 2016 Thesis https://etd.uum.edu.my/6772/ https://etd.uum.edu.my/6772/1/s95398_01.pdf text eng public https://etd.uum.edu.my/6772/2/s95398_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Abbasi, M. 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