E-Commerce Technology Innovation Resistance on Perceived Control and Risk

[[abstract]]When E-Commerce confronted with the renovation of technology, it is very essential for businesses to develop innovative services to cope with customers’ evolving demands and to create customers’ value. Self-Service Technologies (SSTs), such as Multiple Media Kiosks (MMK) and Smart vending machines (SVM) appear to follow this trend. However, despite companies’ efforts to persuade their customers to adopt the new SSTs, consumers will neither use the new technologies nor see these changes as improvements, especially in Taiwan. According to the literature review, very little is known about factors influencing customer usage of these SSTs options. Therefore, this study would like to explore the reasons why there is resistance in adopting the usage of SSTs based on the innovation resistance concepts. With two factors - perceived control and perceived risk to navigate the impacts on innovation resistance. The study used Q-shop in Taiwan as an example. An empirical study was conducted which the total of 302 effective samples were collected. Results show all the research hypotheses supported. At the end of this paper have some discussions which may provide some insights and strategies to practitioners. Future research directions and limitations are also addressed