Abstract
The purpose of this study is to explore the factors influencing the consumer resistance to innovation. Smartphones used as an innovation in this research. This study was executed by using the self-administered questionnaires to find the customer mind-set and behaviour towards innovation. This study confirmed the gap between the Asian and Western perspective. This study indicated the significant positive relationship between attitude towards existing product, relative advantage, social influence and consumer resistance to innovation. The choice of study method and sampling method reduced the testing boundaries in the research. This study provided to the current body of literature as well as in the market. It gives the idea to the marketer and manufacturer to improve their product features to reduce the consumer resistance to innovation.