Applying Innovation Resistance Theory to Understand Consumer Resistance of Using Online Travel in Thailand

Base on innovation resistance theory, this research builds the model of factors affecting consumers´ resistance in using online travel in Thailand. Through the questionnaires and the SEM methods, empirical analysis results show that functional barriers are even greater sources of resistance to online travel website than psychological barriers. Online experience and independent travel experience have significantly influenced on consumer innovation resistance. Social influence plays an important role in this research.