Consumer innovativeness, innovation characteristics, and consumer resistance to innovation: A communication perspective from the public sector universities

被引：0

作者：

Abbas, Mazhar ^{[1
]}

Raza, Syed Hassan ^{[2
]}

Al-Ghazali, Basheer M. ^{[3
]}

Alaghbari, Mohammed Abdulrazzaq ^{[4
]}

机构：

[1] Univ Hail, Dept Management & MIS, Coll Business Adm, Hail, Saudi Arabia

[2] Bahauddin Zakariya Univ, Dept Commun Studies, Multan, Pakistan

[3] King Fahd Univ Petr & Minerals, Dept Business Adm, Dammam Community Coll, Dhahran, Saudi Arabia

[4] Appl Sci Univ, Dept Business Adm, Eker, Bahrain

来源：

JOURNAL OF PUBLIC AFFAIRS | 2022年 / 22卷 / 04期

关键词：

communication; E-WOM; innovation; innovativeness; perceived risk; relative advantage; Students; PERCEIVED RISK; INTERNET BANKING; ADOPTION; ACCEPTANCE; KNOWLEDGE; MOUTH;

D O I：

10.1002/pa.2668

中图分类号：

C93 [管理学]; D035 [国家行政管理]; D523 [行政管理]; D63 [国家行政管理];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ; 1204 ; 120401 ;

摘要：

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.

引用

页数：7

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