A consumer innovation resistance theory perspective on the advanced driver assistance systems

Although advanced driver-assistance systems (ADASs) provide many benefits, there is less information on user resistance to innovation. Thus, this study integrates prior research results to draw up a well-established multi-order construct conceptualisation research framework and to deepen the comprehension of the involvement-resistance-innovativeness behaviour in the ADAS adoption context. Based on the hypotheses, an academic model was developed and tested using a large cross-sectional study of 527 ADAS users from Taiwan, using structural equation modelling. The results indicate that it seems to be suitable to acquire access to innovative behaviour from the consumer resistance viewpoint so as to accomplish greater explanatory power in the three orders adoption models. Numerous barriers, however, still hinder the ADAS's widespread acceptance. Furthermore, the outcomes affirm a meaningful interaction effect of the consumer innovation resistance and were aware of the impetus on actualised innovativeness, and further realised that it substantially reduces the consumers’ eagerness to hunt for hedonist innovativeness and to buy for the social innovativeness, thereby preventing actualised innovativeness. Researchers and practitioners may come to different conclusions and suggest different approaches to combating consumer resistance to digitisation.