Consumer resistance on digital platform: deployment and overcoming

Abstract

In the paper we consider acceptance and resistance to digital innovation by consumers at the individual and social levels. Based on meta-analysis and in-depth interviews with respondents, a cyclical model of resistance to digitalization is proposed, consisting of three interrelated system elements: (1) speed catalysts, (2) barriers, and (3) a typology of digital innovation adopters. Based on the meta-analysis and respondents' comments during the interview, sets of catalysts, barriers and types of adapters were proposed taking into account the specifics of interaction on digital platforms. In conclusion, an analysis of possible options for using the model to develop strategies and tactics for promoting digital platform solutions and overcoming consumer resistance to digitalization is presented.