Development and validation of the innovation resistance model across Middle Eastern Countries

[摘要] Purpose- The main purpose of this research is to develop and validate the innovation resistance model across Middle Eastern countries.Design/ Methodology/ Approach- The solar panel is used as an example of a disruptive innovation in the Middle East. Data is collected by distributing questionnaires from 810 houshold decision makers from residential areas across three countries in the Middle East: Iran, Saudi Arabia and Jordan. The main method of analysis is Structural Equation Modeling (SEM).Findings- The results show that fatalism and traditionalism are key cultural indicators of innovation resistance in the Middle East. In addition, the prominent role of consumer innovators in reducing resistance to innovation is approved.Research Implications- None of the previous studies have developed an empirical model of innovation resistance using a wide range of forces, i.e. culture, consumer characteristics, attributes of innovation and socio-demographics.Practical Implications- Fast diffusion of innovations can be challenging within fatalistic and traditional societies. Marketers should position solar panels as a continuous innovation that fits well within the context of past experience. In addition consumer innovators as opinion leaders can influence and advise other members of a society to make a purchase decision and should be targeted by marketers.

[发布机构] University:University of Birmingham;Department:Birmingham Business School, Department ofMarketing

[关键词] D History General and Old World;DS Asia