Consumers’ Resistance to Digital Innovations

A Systematic Review and Framework Development

Bibliographic Data

ID23318385
AuthorsShalini Talwar (0000-0002-2819-5685, K. J. Somaiya Institute of Management, Mumbai, India), Manish Talwar (Alkesh Dinesh Mody Institute for Financial and Management Studies, Mumbai, India), Puneet Kaur (0000-0002-8309-8888, University of Bergen), Amandeep Dhir (0000-0002-6006-6058, University of Stavanger)
Year2020
Volume28
Issue4
Pages286-299
Publication date2020-11-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueAustralasian Marketing Journal (JOURNAL)
Journal identifiersISSN: 1441-3582 • E-ISSN: 1839-3349
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1016/j.ausmj.2020.06.014
LanguageEN
Citations received49
References cited79

Consumer resistance is one of the major causes of failure of any innovation. Despite rising academic interest, the non-adoption of digital innovation or consumer resistance has received less scholarly attention as compared to the factors driving the adoption of digital products and services. The existing research on consumer resistance is also in siloes, running across multiple verticals, spanning from resistance to green products to the Internet of things (IoT). The current study provides a systematic review of the extant literature on consumer resistance to digital innovations by utilising the systematic literature review (SLR) methodology. A total of 54 studies were selected for content analysis to isolate thematic foci, identify research gaps, recommend future research avenues and develop a framework. Our analysis revealed that the extant literature could be grouped under broad research themes, namely resistance to digital innovations, organisational resistance to technological innovations, resistance to technological healthcare innovations and consumer resistance to innovations (offline). The results of this SLR study are expected to galvanise future research in this area from the theoretical as well as from a practice-oriented perspective by providing various actionable inputs to combat consumer resistance to digital innovations.

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