Examining the Impact of Resistance to Innovation on New Product Adoption Behavior: The Role of Purchase Intention

Loren Absalão Vaz Malate

doi:10.54097/o4opsmkq

Authors

Loren Absalão Vaz Malate

DOI:

https://doi.org/10.54097/o4opsmkq

Keywords:

Resistance to Innovation, New Product Purchase Intention, New Product Adoption Behavior, New Product Information Searching Behavior, New Product Buying Behavior

Abstract

Innovation resistance is an emerging area of research in marketing. Despite the high rate of market introduction failures that businesses encounter, there is surprisingly little research into a key cause of these failures: the resistance of customers to innovation. This study explores the complex relationship between resistance to innovation, purchase intention, and new product adoption behavior. The conceptual framework was inspired by various theories, such as Kotler's Decision-Making Process, Innovation Resistance Theory and Theory of Planned Behavior (TPB). Through a descriptive research approach utilizing an online survey, the study examines how Resistance to Innovation influences various aspects of New Product Adoption Behavior such as New product Buying Behavior, New Product Information Searching Behavior in the lens of New Product Purchase Intention. This research uses SPSS 26.0 software to analyse the survey data. As expected, resistance to innovation exerts some influence on new product purchase intention. Purchase intention is found to partially mediate the relationship between resistance to innovation and new product adoption behavior.

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