A meta-analysis of consumer innovation resistance: is there a cultural invariance?

Abstract

PurposeIn the literature of industrial management, the focus is normally given on examining the factors that contribute to product innovation acceptance. The advocates of “pro-innovation bias” assume that consumers are open to new products and are willing to accept an innovative product. However, there is a high failure rate of technological innovations and most of the technological innovations were rejected due to users' resistance. Since the inception of innovation resistance theory (IRT), the number of studies that used IRT has gained much attention from scholars. However, the findings from these studies from various contexts are inconsistent, lack universality, and a clear understanding of technological innovation barriers. The study aims to determine whether the IRT theory is indeed valid and whether IRT is culturally invariant from the Eastern and Western cultures.Design/methodology/approachA meta-analysis based on a random-effects model and studies drawn from 24 countries and/or regions with a consolidated sample size of 10,463 was conducted. Cultural invariance was identified based on subgroup analysis. Moderator analysis was performed by applying the weighted linear regression.FindingsThe results reveal that tradition is the strongest barrier followed by the value, risk, image and usage barrier. Interestingly, there is a cultural invariance in IRT from the Eastern and Western cultures. Besides, there are significant moderating effects due to the temporal factor.Originality/valueThe study has contributed useful theoretical and managerial implications in advancing the product innovation literature.