From Resistance to Retention: Passive Innovation Resistance and Post-Adoption Usage of Digital Services
通过实地研究和实验，发现被动创新抗拒高的用户在数字服务采纳后可能保持忠诚，挑战了传统认为抗拒只阻碍采纳的观点，并提出了缓解业务模式变化负面反应的策略。
In the digital economy, understanding user behavior in post-adoption stages is essential for sustained revenue. This paper investigates the role of passive innovation resistance for digital service usage during these stages, an area that has received limited attention. Through a predictive field study (nt1 = 511, nt2 = 356) over five weeks and an experiment (n = 190), we analyze how passive innovation resistance affects user loyalty when modular changes to service business models are introduced. Our findings show that users with high passive innovation resistance may remain loyal despite better alternatives, challenging the belief that such resistance only hinders adoption. We also identify strategies to mitigate negative reactions to business model changes in post-adoption stages. These insights enhance the understanding of post-adoption user behavior, bridging the gap between information systems and innovation resistance research, and offer practical guidance for digital service providers to reduce churn and enhance customer retention.