Abstract
Once organizations adopt an innovation, they may force various individuals to use it. While researchers have frequently studied perspectives of suppliers and their customers, they have sometimes neglected the important roles of those who must use the innovation when it is provided to them. S. Ram and Hyung-Shik Jung report results of their investigation of organizational members' responses when they are forced to adopt an innovation. The results suggest that even innovative individuals resist the innovation in the context of forced adoption. Product trial and repetitive usage significantly reduce innovation resistance and create favorable post-adoption evaluation (attitude and satisfaction judgments). Individuals who perceive themselves to have technical competence offer less resistance to the innovation. Further, organizational members deal with forced adoption through the use of coping mechanisms such as complaining and seeking peer help.
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