Title: Model of active innovation resistance in the automotive industry of Iran

Authors: Maryam Shabani; Frederic Marimon; Juan José Tarí

Addresses: Universitat Internacional de Catalunya (UIC), Barcelona, Spain ' Universitat Internacional de Catalunya (UIC), Barcelona, Spain ' University of Alicante, Alicante, Spain

Abstract: The aim of this research is to provide a scale to measure the barriers of consumers towards the acquisition of passenger vehicles equipped with innovations, and assess the mediation role of these innovations to achieve intention to buy. Data was collected by the Delphi method via 13 questionnaires including 33 influencing factors on Innovation resistance. These were distributed among 13 participants who were selected by purposive sampling specifically by expert sampling type as the panel of experts of Iranian car manufacturing company. The model of active innovation resistance in the automotive industry is introduced for the first time in Iran, moreover one factor influencing on active innovation resistance 'after sales services' is added to previous studies in this context so the final model of this research is rendered and examined in the Iranian automotive industry for purchasing passenger vehicles for the first time.

Keywords: active innovation resistance; intention to buy; ITB; product innovation; automotive industry; Iran.

DOI: 10.1504/IJIL.2024.140264

International Journal of Innovation and Learning, 2024 Vol.36 No.2, pp.156 - 178

Received: 31 May 2023
Accepted: 17 Aug 2023
Published online: 01 Aug 2024 *

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