Resistance to Digitalization in Different Segments of Digital Platforms Users: an Empirical Study

Abstract

The results of an empirical study of the reasons and strategies of resistance to digitalization by potential consumers of digital platforms are presented. The analysis is based on a standardized questionnaire with participation of 209 respondents. During the survey, both the blank filling method and the on-line format were used. Resistance to digitalization in our research is conceptualized as one of the types of resistance to innovation in the process of their diffusion into the consumer market. We use the key provisions of the innovation diffusion theory (E. Rogers) as a methodological basis. The focus of the presented research is on the influence of a number of factors in the process of penetration of innovations and psychographic segmentation of consumers by the relative speed of adoption of innovations. The results concern the difference between real and imaginary reasons for resistance to digitalization. For consumers, the direct benefit from the digital platform is paramount. Analysis of consumer segmentation of digital platform users shows differences in the reasons for resistance and factors contributing to digitalization process. The results also include the relationship between self-identification in the digital world, the level of consumers’ digital innovativeness and the degree of use of digital platforms for different subgroups of respondents. Hypotheses are put forward. They regard the importance of family members of digital socialization and widespread quasi-forms of using digital platforms. A number of recommendations based on the identified structural characteristics of consumer segments and the system of incentives influencing them are proposed. They are aimed at overcoming the resistance to digitalization for business and the state.

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