Navigating Consumer Resistance: A Bibliometric Analysis of Innovation Resistance Theory and Future Research Directions

Abstract

Now the world is moving forward towards digital era, therefore it is need of the hour to adopt technology and if people not doing so we need to understand the reason for that and the study of innovation resistance help in getting the reason for such behavior. The prime focus of this research is to understand consumer’s resistant behavior with special reference to Innovation Resistance Theory (IRT) by synthesizes the existing literature and developing futuristic research directions. The study adopted all four methods of bibliometric analysis along with triangulation approach for descriptive account of existing literature, creation of networks, three field plot, clusters and future research agenda– the data was extracted from the SCOPUS database by using relevant keywords. The findings reveal identification of an intellectual structure, which resulted in the formation of three clusters, namely: i) Barriers to Innovation and Technology Adoption, (ii) Breaking Barriers in Digital Finance Adoption, and (iii) The Paradox of Innovation Resistance. The theoretical model demonstrates dimensions, prerequisites and outcomes for future. This study contributes to the literature by providing a comprehensive overview of past and current research on IRT, offering new perspectives for future studies. The findings also have significant implications for stakeholders, enhancing strategies for innovation management and technology adoption.