Research Article
The Effect of Technological Change Speed on Risk and Resistance to Innovation Product Adoption
Sunchon National University
Published: January 2016 · Vol. 45, No. 3 · pp. 983-1002
DOI: https://doi.org/10.17287/kmr.2016.45.3.983
Full Text
Abstract
Convergence products based on creative ideas and innovative technologies are continuously changing, and the dynamism of such technological change can increase uncertainty for adopters and strengthen resistance to innovation. Accordingly, this study aimed to investigate the effects of perceived speed of technological change on risk perception and resistance behavior regarding innovative product adoption. Specifically, "perceived risk," a useful variable for predicting innovation resistance, was configured into four sub-factors tailored to the smartwatch environment, and the forms of resistance were subdivided into "adoption postponement" and "adoption rejection" to structure their relationships with risk factors. The survey was administered to university students and graduate students—who represent the primary demand segment for smartwatches—specifically targeting those with high interest in smartwatches and experience considering their purchase, thereby enhancing the explanatory power regarding adoption resistance. The analysis results showed that the faster the perceived speed of technological change, the stronger the perceived functional, social, and financial risks regarding smartwatches and the stronger the adoption postponement. Additionally, perceived functional risk regarding smartwatches was confirmed as a determinant of adoption rejection, while social risk and financial risk were found to have considerable influence on adoption postponement. In short, rapidly perceived or excessively fast speed of technological change can highlight risks associated with innovation and lead to adoption resistance. This study is significant in that it empirically demonstrated that the speed of technological change perceived by adopters can serve as a situational factor generating risk and resistance toward innovation.
