Case based models of the relationship between consumer resistance to innovation and customer churn

摘要: Abstract This paper aims to investigate the relationship between customer resistance innovation and churn based on young Chinese consumers' characteristics. study uses smart phone apps as product category. Based methodology of fuzzy-set Qualitative Comparative Analysis, this 101 cases. Three major configurational results core factors are found in study. Configuration 1 points out importance affect response functioning dimensions; configuration 2 effect emotional consumers’ attitude toward innovation; 3 suggests that cognitive rigidity plays a critical role against innovation. bridges academic gap adopts different methodologies test prove previous research. results, contributes studies from CRI with methodological angle compared current consumer behavior domain. Meanwhile, provides managerial suggestions for marketing practitioners reduce how make consumers accept new products.