The purpose of this study is to examine what factors trigger innovation resistance when consumers encounter innovative products, and how the influence of such resistance varies across the stages of the innovation adoption process. To this end, the study presented a revised and improved innovation resistance model that addresses the problems and shortcomings of models proposed in previous research, established hypotheses based on this model, and conducted an empirical investigation. The results showed that, first, consumers strongly resist innovative products when: (1) they feel anxiety and perceive risk from a potentially wrong purchase; (2) their existing beliefs are threatened; (3) information about the innovation is uncertain and their conviction about it is weak; and (4) they anticipate that the innovative product will cause them losses. In other words, product, consumer, and environmental factors that create such situations were the factors inducing innovation resistance. Second, regarding differences in the influence of resistance across the innovation adoption process, for innovative durable goods, innovation resistance was greater at the "knowledge-decision stage" than at the "implementation-confirmation stage." Through these research findings, a foundation can be laid for developing a more complete innovation resistance model. From the marketer's perspective, the findings enable understanding and overcoming the resistance factors that arise during the innovation adoption process. Moreover, by modifying and improving existing innovations rather than creating entirely new ones, considerable time, effort, and cost can be saved, and these saved resources can be invested more efficiently.