| Summary: | 碩士 === 國立交通大學 === 運輸科技與管理學系 === 97 === To increase the adoption rate, companies often force consumers to use their new product, which is found to be harmful in our study. For example, some airlines replace traditional service with auto check-in kiosks, thus forcing customers to use automated service. Software companies, similarly, often shut down old editions of programs in order to increase the utility rate of their new programs. However, we find that such “forced adoption” may result in consumers’ resistance of new products, leading to contrary behaviors. We also apply psychological reactance theory to investigate consumers’ responses to two types of forced adoption: “forced to accept” and “forced to reject.” We conduct two studies to test our hypotheses. The result of study1 reveals that both forced acceptance and forced rejection result in consumers’ perceived threat and psychological reactance. Study 2 further finds that there are interaction effects between two types of forced adoption. Specifically, negative effects of forced acceptance may be mitigated if old products were no longer feasible. The first contribution of this research is to apply psychological reactance theory to forced adoption conditions. The second contribution is to test the interaction effects of two type of forced adoption. According to the results, we also discuss the managerial implication and suggestions for further research.
|
|---|
