From Old to New Technologies: Exploring the Role and Impact of Value Resonance

In the research of technology switch, theories such as Push-Pull-Mooring (PPM), Behavioral Reasoning (BRT), Innovation Resistance (IRT), and Status Quo Bias (SQB) have been employed to extend the Technology Acceptance Model (TAM), focusing on how old technology factors such as inertia as barriers to embracing new technological innovations. However, our research contends that the impact of these old technology factors on the technology switch is not unequivocal, as they may either hinder or facilitate the transition, depending on whether the new technology retains valued features of the old technology. To delve into this complexity, we introduce the concept of value resonance between old and new technologies.