Resistance of switching to an alternative technology is usually described as a result of consciously rational thinking. Recently, researches have posed that unthoughtful Inertia also plays an important role to keep users maintaining their status quo instead of changing. Inertia enhances the preference of adding nothing, including seeking better opportunities. Meanwhile, emotional motivations take control of adopting over functionality evaluation and less carefully thinking in some situation. One purpose of this research is aiming to explore the connection between different types of adoption behavior.
Moving beyond neutral adoption analysis, this research is curious about how aggressive and passive adoption responses are formed when all considerations above are correlated. We proposed Threats to Tech Self-Esteem is the key to complete the understanding of technology switching. By conducting a multi-model analysis, this study explains the divergence between two seemingly similar but exactly very different behaviors: Opposing (to the alternative technology) and Defending (the incumbent technology). The results also support the distinction between the threats concept and inertia by applying two types of switching costs as well as brand identification.
In conclusion, this research provides a new direction to study technology acceptance and resistance by applying Threats to Tech Self-Esteem. Recommendations for future research and managerial implication are discussed accordingly.

65

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