Although firms are faced by a large number of market introduction failures, research into a major driver of these failures, customer resistance to innovation, is surprisingly scarce. While most authors have investigated positive adoption decisions, this paper focuses instead on consumer...

The main objective of this study is to empirically test a fourth-order hierarchical model of experiential value in an online book and CD setting. In addition, we provide empirical evidence for the role of hedonic and utilitarian value components in creating attitudinal and behavioral loyalty....