The Influence of Key Characteristics on Innovation Adoption

The rate of adoption is the relative speed with which an innovation is adopted by members of a social system. It is generally measured as the number of individuals who adopt a new idea in a specified period, such as a year.

The five characteristics of innovations are identified in this chapter and they are: compatibility, complexity, trialability, observability, and relative advantage.

Individuals' perceptions of innovation characteristics can predict the rate of adoption. For example, if individuals perceive an innovation to have high compatibility, low complexity, easy trialability, high observability, and relative advantage, they are more likely to adopt it at a faster rate.

<p>relative advantage, compatibility, complexity, trialability, and observability</p> Signup and view all the answers

<p>by involving fewer individuals in the decision-making process</p> Signup and view all the answers

<p>the type of innovation, the communication channels used, the nature of the social system, and the extent of change agents' promotion efforts</p> Signup and view all the answers

<p>when opinion leaders adopt, which usually occurs at somewhere between 3 and 16 percent adoption in most systems</p> Signup and view all the answers