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 …

Innovation resistance is an emerging area of research in marketing. This study delineates
the state of the art in consumer innovation resistance literature and advances theoretical …

Blockchain technology has been forwarded as an innovation to address pressing
sustainability challenges in global food supply chains. However, limited studies have …

Artificial Intelligence (AI)-powered conversational agents have become ubiquitous tools in
the digital transformation of conventional customer-company interactions. Despite the …

Mobile payment solutions (MPSs) are experiencing growth and popularity across the globe
because of their convenience and other benefits in performing transactions. However …

Purpose This study investigates organizations' non-adoption intention towards the
enterprise metaverse. The innovation resistance theory (IRT) is used as an underpinning …

This passenger resistance to adopting innovative mobile services has been widely
discussed and needs more examination. The present research model used the innovation …

Online travel agencies (OTAs) are expanding their services to many segments of the travel
and tourism industry. While they are beneficial to travelers, OTAs also face a great deal of …

This study investigates the reasons for consumer resistance towards purchase of eco-
friendly cosmetic products using the innovation resistance theory. Thus we extend the theory …

Purpose Since its inception, mobile payment is rapidly gaining popularity over the years,
and starting to replace traditional modes of payment. The usage of mobile payments has …