Abstract
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.
| Original language | English |
|---|---|
| Article number | e2668 |
| Journal | Journal of Public Affairs |
| Volume | 22 |
| Issue number | 4 |
| DOIs | |
| State | Published - Nov 2022 |
Bibliographical note
Publisher Copyright:© 2021 John Wiley & Sons, Ltd.
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 9 Industry, Innovation, and Infrastructure
Keywords
- E-WOM
- Students
- communication
- innovation
- innovativeness
- perceived risk
- relative advantage
ASJC Scopus subject areas
- Public Administration
- Political Science and International Relations
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