Are Russian Consumers Ready for the Technologies of the Future? Practical Approbation of the Digital Innovation Readiness Assessment

Abstract

In the article, the authors analyze behavioral practices and consumer strategies of digital resistance. They aim to identify the ways to minimize the adverse effect of digitalization. The general framework for this study of digital resistance is the diffusion of innovations theory, which explains resistance to digitalization as an inevitable process that flows simultaneously with and antagonistic to digital innovation. The research is based on the materials of a preliminary in-depth interview about the level of consumer resistance to digitalization. The article proposes an original methodology for measuring the level of readiness to adopt digital innovations. It also shows the results of its testing on a small quota sample. The methodology is a tool to test a potential consumer’s willingness to adopt general and industry-specific digital.