Investigating Negative Word of Mouth as a Consequence of Consumer Resistance to Innovation: Moderating Effects of Consumer Characteristics

While spreading negative word of mouth (NWOM) is a common behavioral response by consumers resisting disruptive innovations, empirical research understanding the influence of consumer resistance to innovation (CRI) on NWOM is surprisingly sparse. Drawing on diffusion of innovation (DOI) theory, this study advances the theoretical understanding of the formation of NWOM behavior as a consequence of CRI by empirically investigating the relationships between the three forms of CRI (postponement, opposition and rejection) and NWOM behavior in the context of self-driving cars. We also examine the significance of consumer characteristics of innovativeness and impulsiveness, in regulating these relationships as the influence of CRI forms on NWOM behavior may not manifest equally among all consumers. Findings of data collected through an online survey demonstrate that rejection and opposition influence NWOM behavior, but postponement has no effect. Findings further show that consumer innovativeness and impulsiveness amplify rejection-NWOM behavior relationship and opposition-NWOM behavior relationship, respectively. Theoretical and managerial implications are discussed.