소비자의 상황적 수동저항이 전기자동차의 지각된 위험에 미치는 영향: 기술 불확실성의 매개효과를 중심으로

This study utilized the perspective of situational passive resistance, emphasized in innovation resistance theory, to conduct an empirical analysis of consumer resistance to electric vehicles. Situational passive resistance refers to an individual's tendency to psychologically reject new products and technologies due to satisfaction with currently used products or technologies. To verify consumers' psychological resistance to electric vehicles, this study collected data from 400 participants through an online survey platform. The empirical results are as follows: First, the more satisfied consumers were with existing products and innovations, the higher they perceived technological uncertainty regarding electric vehicles. Second, the more satisfied consumers were with existing products and innovations, the higher they perceived risks (financial risk and physical risk) associated with electric vehicles. Third, technological uncertainty positively mediated the relationship between consumers' situational passive resistance and perceived risks. In other words, the higher consumers evaluated existing products and innovations, the higher they perceived technological uncertainty, leading to perceived risks associated with electric vehicles. Based on these results, this study proposed theoretical contributions, practical implications for mitigating situational passive resistance, and suggestions for future research in the conclusion.