Examination of Functional, Psychological and Emotional Barriers and Use of Mobile Grocery Shopping Services within the Perspective of Innovation Resistance Theory

Yıl 2023, , 792 - 810, 01.12.2023

Görkem Erdoğan

https://doi.org/10.17153/oguiibf.1300989

Öz

The study aims to examine the effect of consumers' functional, psychological and emotional barriers on the use of mobile grocery shopping (MGS) services. The research model used the variables of usage barrier, value barrier, risk barrier, tradition barrier, image barrier from Innovation Resistance Theory and pleasure barrier, arousal barrier, and dominance barrier from emotional barrier to investigate the antecedents of MGS services. The data collected by the survey from 399 participants in Ankara were analyzed with the structural equation model. In the results of the analysis, it was concluded that the Innovation Resistance Theory factors other than the image barrier had a negative had a negative effect on the intention to use MMA services. In addition, it was determined that the dominance barrier, one of the emotional barriers, did not have a significant effect on the intention to use.

Anahtar Kelimeler

Innovation Resistance Theory, Emotional Barriers, Intention to Use, Mobile Grocery Shopping

Fonksiyonel, Psikolojik ve Duygusal Engeller ve Mobil Market Alışverişi Hizmetlerinin Kullanımının İnovasyon Direnç Teorisi Çerçevesinde İncelenmesi

Öz

Çalışma, tüketicilerin fonksiyonel, psikolojik ve duygusal engellerinin mobil market alışverişi (MMA) hizmetlerinin kullanımı üzerindeki etkisini incelemeyi amaçlamaktadır. MMA hizmetlerinin öncüllerini araştırmak için araştırma modelinde, İnovasyon Direnç Teorisinden kullanım engeli, değer engeli, risk engeli, gelenek engeli, imaj engeli değişkenleri kullanılmış ayrıca duygusal engellerden zevk engeli, uyarılma engeli, hakimiyet engeli değişkenleri kullanmıştır. Ankara’da yaşayan 399 katılımcıdan anket uygulaması ile toplanan veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Analiz sonuçlarında imaj engeli dışındaki İnovasyon Direnç Teorisi faktörlerinin MMA hizmetlerini kullanım niyeti üzerinde negatif etkiye sahip olduğu bulunmuştur. Ayrıca duygusal engeller faktörlerinden hakimiyet engelinin kullanım niyeti üzerinde anlamlı bir etkisi olmadığı tespit edilmiştir.

Anahtar Kelimeler

İnovasyon Direnç Teorisi, Duygusal Engeller, Kullanım Niyeti, Mobil Market Alışverişi

Kaynakça

• Abbas, M., Shahid Nawaz, M., Ahmad, J., & Ashraf, M. (2017), “The Effect of Innovation and Consumer Related Factors on Consumer Resistance to Innovation”, Cogent Business & Management, 4(1), 1312058.
• Anderson, J. C., & Gerbing, D. W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach”, Psychological bulletin, 103(3), 411-442.
• Bagozzi, R. P., & Lee, K. H. (1999), “Consumer Resistance to and Acceptance of Innovations”, Advances in Consumer Research, 26(1), 218-225.
• Belanche, D., Flavián, M., & Pérez-Rueda, A. (2020), “Mobile Apps use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility”, Sustainability, 12(10), 4275.
• Bravo, R., Montaner, T., & Pina, J. M. (2012), “Corporate Brand Image of Financial Institutions: a Consumer Approach”, Journal of Product & Brand Management, 21(4), 232-245.
• Bruwer, L. A., Madinga, N. W., & Bundwini, N. (2022), “Smart Shopping: The Adoption Of Grocery Shopping Apps”, British Food Journal, 124(4), 1383-1399.
• Castellion, G., & Markham, S. K. (2013), “Perspective: New Product Failure Rates: Influence of Argumentum and Populum and Self‐Interest”, Journal of product innovation management, 30(5), 976-979.
• Castro, C.A.B., Zambaldi, F., & Ponchio, M.C. (2020), “Cognitive and Emotional Resistance To Innovations: Concept And Measurement”, Journal of Product and Brand Management, 29(4), 441–455.
• Chen, C. C., Chang, C. H., & Hsiao, K. L. (2022), “Exploring the Factors of Using Mobile Ticketing Applications: Perspectives From Innovation Resistance Theory”, Journal of Retailing and Consumer Services, 67, 102974.
• Cheng, S., Lee, S. J., & Lee, K. R. (2014), “User Resistance of Mobile Banking in China: Focus On Perceived Risk”, International Journal of Security and Its Applications, 8(2), 167-172.
• Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001), “Hedonic and Utilitarian Motivations For Online Retail Shopping Behavior”, Journal of retailing, 77(4), 511-535.
• Cooper, R.G. (2001), Winning at New Products: Accelerating the Process from Idea to Launch, 3rd ed., Perseus Publishing, Cambridge, MA.
• Cruz, P., Barretto Filgueiras Neto, L., Muñoz‐Gallego, P., & Laukkanen, T. (2010), “Mobile Banking Rollout in Emerging Markets: Evidence From Brazil”, International Journal of bank marketing, 28(5), 342-371.
• Etumnu, C. E., & Widmar, N. O. (2020), “Grocery Shopping in the Digital Era”, Choices, 35(2), 1-8.
• Fishbein, M., & Ajzen, I. (1975), Belief, attitude, intention and behavior: An introduction to theory and research: Addison-Wesley, Boston, MA.
• Fornell, C., & Larcker, D.F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, J. Market. Res, 18 (1), 39–50.
• George, D., & Mallery, P. (2003), SPSS for Windows step by step: A Simple guide and reference 11.0 Update. Pearson Education, Inc, United States of America.
• Heidenreich, S., & Handrich, M. (2015), “What about Passive Innovation Resistance? Investigating Adoption‐Related Behavior from a Resistance Perspective”, Journal of Product Innovation Management, 32(6), 878-903.
• Hosseini, M. H., Delaviz, M., Derakhshide, H., & Delaviz, M. (2016), “Factors Affecting Consumer Resistance to Innovation in Mobile Phone Industry”, International Journal of Asian Social Science, 6(9), 497-509.
• Hu, L. T., & Bentler, P. M. (1999), “Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives”, Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
• Hui, A., & Walker, G. (2018), “Concepts and Methodologies For a New Relational Geography Of Energy Demand: Social Practices, Doing-Places and Settings”, Energy research & social science, 36, 21-29.
• Kaur, P., Dhir, A., Ray, A., Bala, P. K., & Khalil, A. (2020a), “Innovation Resistance Theory Perspective On the Use Of Food Delivery Applications”, Journal of Enterprise Information Management, 34(6), 1746-1768.
• Kaur, P., Dhir, A., Singh, N., Sahu, G., & Almotairi, M. (2020b), “An Innovation Resistance Theory Perspective On Mobile Payment Solutions”, Journal of Retailing and Consumer Services, 55, 102059.
• Kim, H. (2021), “Use Of Mobile Grocery Shopping Application: Motivation and Decision-Making Process Among South Korean Consumers”, Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2672-2693.
• Klerck, D., & Sweeney, J. C. (2007), “The Effect of Knowledge Types on Consumer‐Perceived Risk and Adoption of Genetically Modified Foods”, Psychology & Marketing, 24(2), 171-193.
• Kulviwat, S., Bruner II, G. C., Kumar, A., Nasco, S. A., & Clark, T. (2007), “Toward a Unified Theory Of Consumer Acceptance Technology”, Psychology & Marketing, 24(12), 1059-1084.
• Laukkanen, T. (2016), “Consumer Adoption Versus Rejection Decisions in Seemingly Similar Service Innovations: The Case Of The Internet and Mobile Banking”, Journal of Business Research, 69(7), 2432-2439.
• Laukkanen, T., Sinkkonen, S., Kivijärvi, M., & Laukkanen, P. (2007), “Innovation Resistance Among Mature Consumers”, Journal of consumer marketing, 24(7), 419-427.
• Laukkanen, P., Sinkkonen, S., & Laukkanen, T. (2008), “Consumer Resistance to Internet Banking: Postponers, Opponents And Rejecters”, The International Journal of Bank Marketing, 26(6), 440–455.
• Lee, S., Ha, S., & Widdows, R. (2011), “Consumer Responses to High Tech Products: Product Attributes, Knowledge, and Emotions”, Journal of Business Research, 64(11), 1195–1200.
• Lee, M. B., Suh, K. S., & Whang, J. (2003), “The Impact of Situation Awareness Information on Consumer Attitudes in The Internet Shopping Mall”, Electronic Commerce Research and Applications, 2(3), 254-265.
• Lian, J. W., & Yen, D. C. (2013), “To Buy Or Not To Buy Experience Goods Online: Perspective Of Innovation Adoption Barriers”, Computers in Human Behavior, 29(3), 665-672.
• Lian, J. W., & Yen, D. C. (2014), “Online Shopping Drivers And Barriers For Older Adults: Age And Gender Differences”, Computers in human behavior, 37, 133-143.
• Ligaraba, N., Nyagadza, B., Dӧrfling, D., & Zulu, Q. M. (2022), “Factors Influencing Re-Usage Intention Of Online And Mobile Grocery Shopping Amongst Young Adults In South Africa”, Arab Gulf Journal of Scientific Research, (ahead-of-print).
• Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010), “Examining Multi-Dimensional Trust And Multi-Faceted Risk in Initial Acceptance Of Emerging Technologies: An Empirical Study Of Mobile Banking Services”, Decision support systems, 49(2), 222-234.
• Ma, L., & Lee, C. S. (2019), “Understanding The Barriers To The Use Of Moocs in A Developing Country: An Innovation Resistance Perspective”, Journal of Educational Computing Research, 57(3), 571-590.
• Mani, Z., & Chouk, I. (2018), “Consumer Resistance To İnnovation in Services: Challenges And Barriers in The İnternet Of Things Era”, Journal of Product Innovation Management, 35(5), 780-807.
• Mehrabian, A. (1996), “Pleasure-Arousal-Dominance: A General Framework For Describing And Measuring Individual Differences İn Temperament”, Current Psychology, 14(4), 261–292.
• Mehrabian, A., & Russell, J.A. (1974), An Approach to Environmental Psychology, M.I.T. Press, Cambridge, MA.
• Migliore, G., Wagner, R., Cechella, F. S., & Liébana-Cabanillas, F. (2022), “Antecedents To The Adoption Of Mobile Payment in China And Italy: An İntegration Of UTAUT2 And Innovation Resistance Theory”, Information Systems Frontiers, 24, 2099-2122.
• Moorthy, K., Ling, C. S., Fatt, Y. W., Yee, C. M., Yin, E. C. K., Yee, K. S., & Wei, L. K. (2017), “Barriers Of Mobile Commerce Adoption Intention: Perceptions Of Generation X in Malaysia”, Journal of theoretical and applied electronic commerce research, 12(2), 37-53.
• Nunnally, J.C., (1978), Psychometric Theory, 2d Ed. McGraw-Hill.
• Ram, S. (1987), “A Model of Innovation Resistance”, Advances in Consumer Research, 14(1), 208–212.
• Ram, S., & Sheth, J. N. (1989), “Consumer Resistance to Innovations: The Marketing Problem And Its Solutions”, Journal of Consumer Marketing, 6(2), 5–14.
• Rivard, S., & Lapointe, L. (2012), “Information Technology Implementers’ Responses To User Resistance: Nature And Effects”, MIS Quarterly, 36(3), 897-920.
• Robinson, L. (2006), “Moving Beyond Adoption: Exploring The Determinants Of Student Intention To Use Technology”, Marketing Education Review, 16(2), 79–88.
• Santos, A. A. D., & Ponchio, M. C. (2021), “Functional, Psychological And Emotional Barriers And The Resistance To The Use Of Digital Banking Services”, Innovation & Management Review, 18(3), 331-348.
• Sivathanu, B. (2019), “Adoption Of Digital Payment Systems in The Era Of Demonetization in India: An Empirical Study”, Journal of Science and Technology Policy Management, 10(1), 143–171.
• Shukla, A., & Sharma, S. K. (2018), “Evaluating Consumers’ Adoption Of Mobile Technology For Grocery Shopping: An Application Of Technology Acceptance Model”, Vision, 22(2), 185-198.
• Stern, M. (2022), Grocery shopping goes mobile. https://retailwire.com/discussion/grocery-shopping-goes-mobile/
• Talke, K., & Heidenreich, S. (2014), “How To Overcome Pro‐Change Bias: Incorporating Passive And Active Innovation Resistance in Innovation Decision Models”, Journal of Product Innovation Management, 31(5), 894-907.
• TÜİK, (2022), Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2022. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587.
• Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003), “User Acceptance of Information Technology: Toward a Unified View”, MIS Quarterly, 27(3),425–478.
• Voropanova, E. (2015), “Conceptualizing Smart Shopping With a Smartphone: Implications Of The Use Of Mobile Devices For Shopping Productivity And Value”, The International Review of Retail, Distribution and Consumer Research, 25(5), 529-550.
• Wells, J. D., Valacich, J. S., & Hess, T. J. (2011), “What Signal Are You Sending? How Website Quality Influences Perceptions Of Product Quality And Purchase İntention”, MIS Quarterly, 35(2), 373–396.
• Yu, C. S., & Chantatub, W. (2015), “Consumer’s Resistance To Using Mobile Banking: Evidence From Thailand And Taiwan”, International Journal of Electronic Commerce Studies, 7(1), 21-38.