HTML5 is a markup language of the Internet used for structuring and presenting content on the World Wide Web. It is an appropriate tool for developing Web application since it is compatible with previous HTML based Web browser. Many features of HTML5 have been built with the consideration of being able to run on low-powered devices such as smartphones and tablets. Therefore HTML5 is a potential candidate for making cross-platform application. However, it is rarely adopted in South Korea. This study focused on the intention of adopting HTML5 in web developer group. An online survey was conducted with 185 web developers affiliated to Korean Digital Enterprise Association. We examined innovation characteristics, individual characteristics, propagation mechanism, and social context as the factors affecting resistance of HTML5 adoption. Hierachical multiple regression was performed to examine hypotheses, and four variable blocks were entered at different steps. The demographic variable (comprising gender, age, education, career) was entered first as a control variable, followed by innovation characteristics (i.e. relative advantage and perceived risk), individual characteristics (i.e. innovativeness and prior experience), propagation mechanism (i.e. community channel and mass media channel), and situational factors (i.e. organizational environment and future prospect) Results showed that high relative advantage, low perceived risk, low satisfaction in the previously used programming language, more communication with community channel, positive future prospect of HTML5 are likely to reduce resistance to HTML5 adoption. Previous studies of programming language concentrate heavily on the relative advantage of innovation. This study considered a wide range of factors including not only the innovation characteristics of product but also individual traits, propagation mechanism, and situational factors based on the innovation resistance model. Furthermore, this study focused on web developers’ intention of using HTML5. It may contribute to explain why HTML5 is rarely adopted between web developers in South Korea.