Models of adopting information technologies from the attitudinal paradigm

Abstract

The diffusion of innovations is an important topic in the literature on consumer behaviour. In marketing, two perspectives characterize most of the work on this topic: the aggregate market perspective and the individual-level perspective. The analytical and empirical models for describing and forecasting the diffusion of an innovation have addressed the market in the aggregate, with little attention to the micro-level that characterizes the adoption decision. This paper seeks to revise these models of adoption in the field of IT.

models of adoption; innovations; Information Technology; consumer decisions