Technological innovation is seen as the key to survival
and success for many firms. Whether intended for internal
use or for customers, adoption decisions must consider the
response of the final user to such technological alternatives.
This paper argues for greater attention to the factors which
cause individual resistance to technological innovations.
The results of two studies are reported which examined the
effects of self-efficacy (Bandura 1977) and performance sat
isfaction on consumers' response to technological changes.
Results indicate that a person's perceived ability to use a
product successfully affects their evaluative and behavioral
response to the product. In addition, the level of satisfaction
experienced with an existing behavior increases resistance
to and reduces likelihood of adopting an alternative.
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