Resistance towards Innovative Technologies: The Case of Trending Products and Services

Authors : Nilşah Cavdar Aksoy

Pages : 328-352

Doi:10.18037/ausbd.1664756

View : 27 | Download : 42

Publication Date : 2025-12-29

Article Type : Research Paper

Abstract :Consumers may occasionally be resistant to certain products and services. This study focuses on technology products or services that have a large market share, are trendy and well-known, and appreciated by consumers. In this context, resistance behavior is examined. The aim of this research is to highlight the relevance to individuals who oppose trendy, well-known, and popular technological products and services as a segment, and thereby generate insights for long-term success. The study included in-depth interviews with thirty individuals to investigate resistance behavior in the areas of mobile payment, online banking, robotic vacuum cleaners, cordless vacuum cleaners, and Air fryers. Based on the results of the thematic analysis, it was discovered that there are several barriers, including the following: the usage barrier, the value barrier, the risk barrier, the tradition barrier, the image barrier, personal factors, perceived control, concerns regarding privacy and security, and fear and anxiety. Theoretical and sectoral implications have been developed based on the findings.
Keywords : Teknoloji direnci, yenilik direnci, tüketici direnci, direnç bariyerleri

ORIGINAL ARTICLE URL