Empirical Study of Perceived Innovation Attributes and Innovative Adoption Intention: A Mediating Effect of Attitude

Innovation attributes are not only the most important characteristics of the innovative products, but also have the major impact on the adoption speed. In this study, attitude is taken as the mediating variable, and the innovation attributes of product are defined according to the innovation diffusion theory and technology acceptance model, and the integration model of innovation attributes cognition and adoption intention is built as well. An empirical study takes 3G mobile phones as an example, and the model is tested by using 313 valid samples from six domestic cities. Studies showed that the innovation adoption behaviors are different between the individual consumers and organizational consumers, which will offer new explanations to the research of the individual innovation behaviors.