Formation Path and Coping Strategy of Consumer Innovation Resistance:A Case Study of Social New Retail Business Model
Social new retail is a business model based on social networks,with consumer experience and demand as the core,to achieve online and offline channel integration.Through social new retail business model,consumers can get better service and experience,and can improve the efficiency of purchasing through social interaction.However,in reality,social new retail business model has also encountered resistance from many consumers,which has become a key factor hindering the further development of social new retail business model.What are the factors and paths that lead to consumer innovation resistance?The current research has not carried out in-depth discussion on this problem.In this regard,the paper first uses the method of grounded theory to find out the formation path of consumer innovation resistance of social new retail business model,then combines the structural equation model and Bootstrap method to empirically test the path,and finally puts forward corresponding coping strategies in order to better promote the development of the social new retail business model.This paper draws the following conclusions.The consumer innovation resistance of social new retail business model mainly includes three types:refusing to use,delaying use and resisting destruction.The causes of consumer innovation resistance of social new retail business model include two main categories:surface impression formation and failure experience.Surface impression formation is generated when consumers have low involvement,that is,do not have a deep understanding of social new retail business model.It includes two paths of stigma impression"stigma information acquisition → risk perception → innovation resistance"and inertia thinking"conversion cost worry → complex platform avoidance → consumption inertia → innovation resistance".Failure experience is generated after consumers have experienced the innovation of social new retail business model in high involvement,including two paths of pattern experience cognition"shopping failure experience → psychological gap accumulation → innovation resistance"and social emotional transfer"negative emotional experience → community alienation → innovation resistance".Further empirical analysis of the above pathways shows that the four mediating pathways of stigma impression,habitual thinking,pattern experience cognition and social emotional transfer all pass the empirical test,indicating that the theoretical model constructed by grounded theory has universal applicability.Finally,the paper discusses the relevant conclusions and puts forward the countermeasures based on the case study.The theoretical contribution and practical significance of the paper are mainly reflected in two aspects.On the one hand,based on the research background of social new retail,this paper constructs a theoretical model of the formation path of consumer innovation resistance of social new retail business model through grounded theory,reveals the negative psychological and behavioral changes caused by consumer innovation resistance,and expands the application of negative psychology in business model management.On the other hand,combined with empirical research methods,this paper tests the theoretical model of the formation path of consumer innovation resistance of social new retail business model,verifies the rationality and universality of the theoretical model,and puts forward corresponding coping strategies,which is conducive to guiding enterprises'practice of social new retail business model.
social new retail business modelconsumer innovation resistancesurface impressionfailure experience
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