The Effects of Self-efficacy and Innovation Resistance on The Effectiveness of New Product Types

In response to the rapidly changing environment, companies are continuously launching new products to gain a competitive advantage, and the success of new products plays a vital role in the company's sales and profits.According to existing research, the types of new products launched by companies are divided into RNP (really new products) and INP (incrementally new products).In this study, we aim to examine how personal characteristic variables have a differential impact on the effects of each type of new product.First, we examined the influence of self-efficacy, which is presented as a personal characteristic variable affecting life satisfaction, on the differential effects of new product types.In addition, innovation resistance to new products was presented as an additional personal characteristic variable.As a result of the study, consumers with high self-efficacy evaluated new products more positively, and consumers with low self-efficacy evaluated new products more positively incrementally.And while consumers with high innovation resistance showed a more positive attitude toward incrementally new products, consumers with low innovation resistance responded more positively to really new products.This study will help companies establish strategies to respond to target consumers for the success of their new products.However, in future research, there is a need to control not only prior knowledge of the subjects but also to investigate the impact of structural aspects of marketing stimuli other than personal characteristic variables.