Computer Technology and Application 3 (2012) 188-193 D DAVID PUBLISHING

Applying Innovation Resistance Theory to Understand

User Acceptance of Online Shopping: The Moderating
Effect of Different Product Types
Jiunn-Woei Lian1, Hao-Ming Liu2 and I-Lin Liu2
1. Department of Information Management, National Taichung University of Science and Technology, Taichung 40401, Taiwan
2. Department of Computer Science and Information Engineering, National Taichung University of Science and Technology,
Taichung 40401, Taiwan

Received: October 15, 2011 / Accepted: November 02, 2011 / Published: February 25, 2012.

Abstract: There exists a gap between the number of Internet and electronic commerce (EC) user. Previous researches attempt to
explore the factors that will affect user acceptance of online shopping, in order to increase the EC market. However, this study insists
that for those users who known but never (rarely) use EC services, it is important to understand the reasons of why they refuse to use.
Innovation resistance theory is employed in this study to understand this issue. Besides, previous studies indicated that different product
types will influence the relationship between factors and user intention in various degrees in the context of online shopping. Therefore,
the purpose of this research attempts to integrate innovation resistance theory and product types to explore the moderating effect of
different product types. The result indicates that value and image barriers are critical factors for user refused to shop online. The authors
also find that “intangible and information products” have more strong moderating influence than “tangible and physical products”
between usage barriers/value barriers and intention to use.

Key words: Innovation resistance theory, online shopping, moderating effect, different product types.

1. Introduction context of EC [1, 9-11]. Therefore, the purpose of this

research attempts to understand user acceptance of
There exists a gap between the number of Internet
online shopping from resistance view instead of
and electronic commerce (EC) user. Previous
acceptance view. Innovation resistance theory and
researches attempt to explore the factors that will affect
different product types are employed in order to
user acceptance of online shopping, in order to increase
explore the effect of different product types in the
the EC market [1-3]. However, this study insists that
relationships between online shopping adoption
for those users who known but never (rarely) use EC
barriers and intention to use. This paper is organized as
services, it is important to understand the reasons of
follows: Section 2 is related literature review; section
why they refuse to use. Although, previous studies
3 is research model and hypotheses; section 4 is
attempted to understand the barriers that will affect
research design; section 5 is data analysis and results;
user refuse to adopt EC applications [4-8]. But, all of
section 6 is the conclusions.
them are focused on single product type or service.
However, previous studies indicated that different 2. Literature Review
product types will influence the relationship between
2.1 Online Product Types
factors and user intention in various degrees in the
In traditional marketing field, product characteristic
Corresponding author: Jiunn-Woei Lian, Ph.D., research is one of the most important variables in any discussion
fields: electronic commerce, electronic business. E-mail:
jwlian@nutc.edu.tw. on consumer behavior. It is also critical in the context of
 Applying Innovation Resistance Theory to Understand User Acceptance of
Online Shopping: The Moderating Effect of Different Product Types
EC. In the EC researches, Klein differentiated between
search products and experience products in referring to
online product types [12]. Lal and Sarvary
differentiated between digital products and non-digital
products [13]. Additionally, Peterson et al. insisted that
in the context of the Internet, a more relevant
classification system is necessary for classifying
products online. They proposed a specially designed
classification system for online products and services.
The system is based on the following three dimensions:
cost and purchase frequency, value proposition and
degree of differentiation [14]. Finally, Phau and Poon
differentiated online products between intangible
(information) goods and tangible (physical) goods [15].
2.2 Innovation Resistance Theory
In an examination of the inability of users to accept
innovation, Ram first proposed the idea of innovation
resistance with the three dimensions of innovation
characteristics, user characteristics, and sales and
marketing mechanisms to understand the reasons of
people can’t accept innovation [16]. Besides, Ram and
Sheth indicated that the reason that users resist
innovation is because of the obstacles produced by the
change, and conflicts brought by innovation. These
barriers can be divided into functional barriers and
psychological barriers. Usage barrier, value barrier and
risk barrier belong to functional barrier. Tradition
barrier and image barrier belong to psychological
barrier [17]. Ram also found that strategies for lessening
innovation resistance will differ by product [18].
2.3 Apply Innovation Resistance Theory in B2C
(Business to Consumer)
In the context of EC, with mobile banking as the
subject, in a comparison of young people and the
Table 1 Apply innovation resistance theory in the B2C.
Source Product type
Molesworth and Suortti [4] Buying car online
Luarn and Lee [5] Mobile banking
Laukkanen et al. [6] Mobile banking
Laukkanen et al. [7] Online banking
189
elderly, it was found that the main factor causing
resistance to this innovation for all users was the value
barrier. Furthermore, differences in risk barrier and
image barrier existed among different age groups [6].
Similar studies have also shown that among the factors
creating resistance to online banking, functional and
psychological barriers appear in the processes of
meeting consumer needs in the levels of service,
channel (medium), consumer, and communication [19].
Based on above discussions, we can find that
innovation resistance theory can also be applied in the
context of EC environment. Therefore, this theory is
employed in present study.
Additionally, present study finds that few researches
have explored the innovation resistance theory to study
consumers’ acceptance of innovation products in
online shopping. Most of them were focused on
intangible (information) products than tangible
(physical) products. Additionally, most of them were
focused on a single product type. These studies are
summarized in Table 1.
3. Research Model and Hypotheses
Based on the innovation resistance theory and
related researches, this study proposes a research
model (Fig. 1) to understand the user’s intention to use
B2C online service in the context of different product
types. Additionally, six hypotheses are inferred.
Based on the argumentation of innovation resistance
theory, we can infer follow five hypotheses:
H1~5: There is a negative relationship between the
user’s intention to use an online service and the usage
barrier (H1)/value barrier (H2)/risk barrier (H3)/image
barrier (H4)/traditional barrier (H5).
Previous B2C E-commerce studies confirm that
different product types affect consumers’ attitude and
Barriers
Usage, risk, traditional, image
Usage, value, traditional, image
Usage, value, risk, traditional, image
Risk, traditional, image
190 Applying Innovation Resistance Theory to Understand User Acceptance of
Online Shopping: The Moderating Effect of Different Product Types
Different product types (H6a~H6e)
Usage barrier (H1)
Value barrier (H2)
Risk barrier (H3)
Image barrier (H4)
Traditional barrier (H5)
Fig. 1 Research model.
intention toward Internet shopping and their
importance in B2C E-commerce [1, 9-11]. Brown et al.
pointed out that different product types affect the users’
intention to use online services [9]. Lian and Lin
indicated that the determinants of online shopping
acceptance differ among different product types [1].
Besides, Hao et al. found that product types play as the
moderating role toward online shopping decision
making [10]. Finally, Korgonkar et al. proposed that
different product types constitute an important factor
affecting consumers’ attitude toward online auction
[11]. Based on above discussions, following
hypotheses were inferred:
H6a~6e: Different product types have a moderating
affect on the relationship between the usage barrier
(H6a)/value barrier (H6b)/risk barrier (H6c)/image
barrier (H6d)/traditional barrier (H6e) and the intention
to use an online service.
4. Research Design
Survey study is employed in this research. Following
sections are illustrations related to our research design.
Subjects were college students who majored in IS
related departments in Taiwan.
The constructs employed in this study are measured
with multi-item scales. The items are written in the
form of 5 point Likert scale. Items were generated from
previous researches and modified when necessary to fit
the context of innovation resistance theory. The usage,
Intention to use
value, risk, tradition, and image barrier items are
adapted from Laukkanen et al. with modifications to
make them suitable for the online shopping service
situation [6]. User intention items are adapted from
previous research with modifications to make them
suitable for the online shopping service situation [20].
Totally this questionnaire contains 21 items.
Finally, based on the operation in Phau and Poon’s
study [15], in this study, Internet banking was used as
an example of intangible and service related product
types. The online bookstore was used as a tangible and
physical product type.
5. Data Analysis and Results
5.1 Demographics
A total of 215 subjects participated in this research.
Among them 178 valid questionnaires is returned. The
return rate is 83%. Table 2 contains the descriptive
statistics of the 178 valid questionnaires.
5.2 Reliability and Validity Testing
Construct reliability was assessed using Cronbach’s
α-values which were vary from 0.707 to 0.869.
Construct reliability was within the acceptable range.
Besides, factor analysis with Quartimax rotation is
used to test construct validity. The factor loading of
each question item was greater than 0.45. Therefore,
there were 21 items used to obtain an overall score for
innovation resistance barriers.
 Applying Innovation Resistance Theory to Understand User Acceptance of 191
Online Shopping: The Moderating Effect of Different Product Types

Table 2 Demographics. 4 is the results of hypotheses testing.

Characteristics Category N %
Male 97 55.2
5.4 Results
Gender
Female 81 44.8
In our study, the different product types were
15-19 41 23.0
Age 20-24 129 72.5 divided into intangible (information) goods and
Other 8 4.5 tangible (physical) goods. Our study found that value
Have computer at home Have computer and internet 174 97.8 barrier (p = 0.000) and image barrier (p = 0.004) have a
7-9 years 66 37.1 significant effect. Therefore, the H2 and H5 are
Internet experience More than 10 years 63 35.4
supported.
Other 49 27.5
1-2 hours 34 19.1 Additionally, we found that different product types
3-4 hours 73 41.0 have a moderating effect on usage barrier and intention
Use internet per day
5-6 hours 34 19.1 to use (p = 0.035), while different product types
Other 37 20.8 moderating effect on value barrier and intention to use
Table 3 Summary of regression analysis. (p = 0.015) have significant moderating effects.
Model F-Value P-Value R2 Durbin-Watson test Therefore, H6a and H6b are supported.
Five barriers 22.114 0.000 0.374
6. Conclusions
Moderating 18.110 0.000 0.404 1.682
Our study referred to Ram and Sheth’s research [17]
5.3 Regression Analysis
regarding classification of the functional and
The dependent variables measured the different psychological level barriers, and discusses the factors
product types of consumer users’ intention to use. The of users’ refusal toward online shopping. The study
independent variables are x1: usage barrier; x2: value results point to value and image barriers having
barrier; x3: risk barrier; x4: image barrier; and x5: significant direct effects. The value barrier is the
traditional barrier. Our study reduced collinearity by functional level barrier, while the image barrier is the
using stepwise regression. The condition index (CI) psychological level barrier. According to research data,
was reduced from 96.54 to 64.587 by using stepwise the usage and value barriers have a moderating affect
regression. The regression results are shown in Tables on the relationship between the barrier and the
3-4. Table 3 shows the computed F-value and R2 to intention to use an online service. The following
reveal the overall significance of each equation. Table sections discuss the functional and psychological level.

Table 4 Different product types moderating of regression analysis.

Variables/product types Standardized (p-value) Condition index
Usage barrier 0.102(0.342) 3.311
Value barrier 0.576(0.000***) 10.381
Traditional barrier -0.004(0.845) 12.361
Risk barrier 0.003(0.751) 17.515
Image barrier 0.192(0.004**) 20.197
Different product types moderating affect to usage barrier and intention to use 0.937(0.035*) 64.587
Different product types moderating affect to value barrier and intention to use -1.045(015*) 32.587
Different product types moderating affect to traditional barrier and intention to use N/A(0.912) N/A
Different product types moderating affect to risk barrier and intention to use N/A(0.926) N/A
Different product types moderating affect to image barrier and intention to use N/A(0.480) N/A
*: p < 0.05, **: p < 0.01, ***: p < 0.001.
192 Applying Innovation Resistance Theory to Understand User Acceptance of
Online Shopping: The Moderating Effect of Different Product Types
6.1 The Functional Level
The online bookstore did not have the function: “try
to read” or the information on “try to read” was
insufficient to confirm whether the books which the
user desired to purchase were available via online
bookstores. Therefore, the user perceived that online
bookstores could not provide higher value and refuse to
change. In regard to online banking, the users of
financial services may believe that traditional service
staff will provide more personalized information which
is suitable to them. Online banking cannot have the
ability to provide such information, so the user resists
changing their financial habits. Therefore, our study
recommends that the introduction of online services
should emphasize the network services’ convenience
and various discounts in order to appear more attractive.
Using an interactive interface increases the service
information, letting more users know that the online
service will provide many more benefits.
Additionally, the research found that intangible
(information) goods had a stronger effect than did
tangible (physical) goods in regard to the usage and
value barriers in the moderating effect of different
product types. Many users encounter different online
banking service operational difficulties, so they resist
using online banking. The users did not experience the
convenience of online banking; however, the online
bookstore was easy to operate and also had a shorter
purchase process. From the above information, our
study found that online banking had a stronger effect
than did the online bookstore, resulting from usage and
value barriers, in moderating different product types.
The authors recommend simplifying the service
interface to reduce the time needed for users will solve
different problems, i.e., create increased opportunities
for user acceptance of innovative services. Reducing
the users’ value barrier to online banking increases the
intention to use an online service.
6.2 The Psychological Level
On the psychological level, if the user had a bad
impression of other online services in the past, the
innovative online service could not elicit recognition
and support. Therefore, the researcher recommends
changing the characteristics of online product (quality,
trademarks, service, etc.), organization (process,
benefits, etc.), and environment (façade, the system’s
demonstration, etc.) to enhance positive image of
online users. Reducing the users’ image barriers will
change the users’ impression and enhance the
motivation to adopt online services.
Finally, the result of present research indicates that
value and image barriers are critical factors for user
refused B2C E-commerce. We also find that
“intangible and information products” have more
strong moderating influence then “tangible and
physical products” between usage barriers/value
barriers and intention to use. Our findings can be used
as the basis for future Internet marketing in order to
expand online commerce.
Acknowledgment
The authors would like to thank the National Science
Council of Republic of China, Taiwan, for financially
supporting this research under contract No. NSC
99-2410-H-025-007- and NSC 100-2410-H-025-003-.
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