Ministry of high education and scientific research

University of Mustapha Benboulaid, Batna 2, Algeria

Faculty of Mathematic and Computer Science
Computer Science Department

Speciality: Digital Transformation and Innovation

Module: Innovation Management 1st year Master
Teacher: Karima Saidi

Chapter2:
Adoption life cycle and innovation
adoption at the individual level
‍

Table of Contents
1. Introduction..............................................................................................................................................................2

1.1. Definition of adoption life cycle and innovation adoption at the individual level..........2

1.2. Importance of exploring the dynamic process of technology adoption and innovation
....................................................................................................................................................................................... 4

2. Adoption Life Cycle................................................................................................................................................6

2.1. Overview of the stages in the adoption life cycle...........................................................................6

3. Innovation Adoption Model...............................................................................................................................7

3.1. Introduction to the Innovation Adoption Model (IAM)..............................................................7

3.2. Explanation of key elements in the IAM.............................................................................................9

4. Conclusion.............................................................................................................................................................. 11
2 Chapter2: Adoption life cycle and innovation adoption at the individual level

1. Introduction

Explore the dynamic process of technology adoption and innovation at the individual
level, focusing on the conceptual frameworks of the Adoption Life Cycle and the
Innovation Adoption Model. The Adoption Life Cycle delineates the stages through
which individuals progress when embracing new technologies or innovations,
encompassing stages such as awareness, interest, trial, adoption, and ultimately, either
rejection or continued use.
Within this life cycle, the Innovation Adoption Model, pioneered by Rogers, provides a
theoretical foundation for understanding the factors influencing an individual's decision
to adopt or reject an innovation. It identifies key elements such as perceived attributes of
innovations (relative advantage, compatibility, complexity,....
1.1. Definition of adoption life cycle and innovation adoption at the individual level

Innovation adoption and diffusion play a crucial role in the advancement of technology at
the individual level. Before delving into the theories and models that explain this process,
it is important to understand the definitions of innovation adoption and diffusion.
Innovation, as defined by Damiano Jr. (2011), refers to the introduction of something
new, whether it be an idea, process, or product. Adoption, on the other hand, occurs when
an individual integrates a new innovation into their life. Diffusion is the collective
adoption process that takes place over time.
One prominent theory that sheds light on innovation adoption and diffusion is Everett
Rogers' Innovation Diffusion Theory (IDT). This theory provides a foundation for
understanding why individuals choose to adopt or reject innovations and identifies key
factors that influence their choices. The IDT consists of four main components: the
innovation itself, the communication channels used to spread information about the
innovation, the social system surrounding potential adopters, and the time it takes for
individuals to go through the adoption process.
Rogers' theory also outlines a sub-process called the innovation decision process, which
entails five stages that potential adopters go through. The first stage is seeking knowledge
about the innovation and understanding its function. In the second stage, persuasion
comes into play as potential adopters form opinions about the innovation. The third stage
involves making a decision to either adopt or reject the innovation. Once a decision is
made to adopt, individuals move on to the fourth stage where they implement and use the
innovation. Finally, in the confirmation stage, adopters seek reinforcement of their
decision to adopt by experiencing its benefits or may change their decision and reject it
altogether.

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3 Chapter2: Adoption life cycle and innovation adoption at the individual level
The Diffusion of Innovation Theory further emphasizes five factors that influence an
individual's adoption of an innovation: relative advantage, compatibility, complexity,
triability, and observability. Relative advantage refers to how much better an innovation
is perceived compared to what it replaces. Compatibility focuses on how well the
innovation aligns with the values, experiences, and needs of potential adopters.
Complexity considers the level of difficulty in understanding and using the innovation.
Triability recognizes the importance of being able to test or experiment with the
innovation before committing to adoption. Lastly, observability refers to the visibility of
the innovation, especially within one's social network.
Understanding these attributes is crucial for predicting and facilitating technology
adoption at an individual level. For instance, an innovation that offers significant relative
advantage, is compatible with users' values, is easy to understand and use, can be tried
out before committing, and has visible results is more likely to be adopted by individuals.
The diffusion-adoption process follows a specific sequence of stages: knowledge,
persuasion, decision, implementation, and confirmation. These stages reflect individuals'
awareness of an innovation, development of attitudes towards it, actions taken to either
continue or reject adoption, actual usage of the innovation, and finally confirmation or
reconsideration based on new information. It is important to note that adoption is not a
one-time event but rather a dynamic process that can involve iterations and changes in
individuals' decisions.
The technology adoption curve provides a framework for understanding how different
people react to and accept new innovations. It categorizes adopters into five groups:
innovators, early adopters, early majority, late majority, and laggards. Each group has
its own characteristics and plays a role in spreading the adoption of innovations across a
population.
Technology adoption and innovation diffusion at the individual level are complex
processes influenced by various factors such as relative advantage, compatibility,
complexity triability observability. Understanding these processes can provide valuable
insights for designing effective strategies to promote technology adoption and ensure
successful implementation at the individual level.

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4 Chapter2: Adoption life cycle and innovation adoption at the individual level

Figure 1: market-share-graph-technology-adoption-categories [5]

1.2. Importance of exploring the dynamic process of technology adoption and

innovation

The dynamic process of technology adoption and innovation is of utmost importance in

today's fast-paced world. As individuals, we are constantly exposed to new ideas,
processes, and products that shape our lives. Understanding how and why individuals
adopt and integrate these innovations is crucial for organizations and society as a whole.
Innovation, as defined by the Merriam-Webster dictionary, refers to the introduction of
something new, whether it be an idea, process, or product. Adoption, on the other hand,
occurs when individuals integrate a new innovation into their lives. Diffusion is the
collective adoption process that takes place over time.
Everett Rogers' Innovation Diffusion Theory (IDT) provides a comprehensive
framework for understanding innovation adoption and the factors influencing individual
choices. This theory encompasses four main components: the innovation itself, the
communication channels used to spread information about the innovation, the social
system surrounding adopters/non-adopters, and the time it takes for individuals to move
through the adoption process.

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5 Chapter2: Adoption life cycle and innovation adoption at the individual level
Rogers' theory also outlines a sub-process known as the innovation decision or process.
This process consists of five stages:
✔ Seeking knowledge about the innovation,
✔ Forming an opinion about it,
✔ Making a decision to adopt or reject it,
✔ Implementing the innovation if adopted,
✔ Reaching a confirmation stage where reinforcement of the decision is sought.
Individual characteristics play a significant role in technology adoption. While
personality traits have shown little consensus on their impact, factors such as motivation
and ability have been identified as important determinants. Motivation can be influenced
by an innovation's symbolic value or its compatibility with an individual's values and
needs. The overall connectedness of an individual within their community has also been
linked to increased likelihood of adopting an innovation.
Furthermore, behavioral models like Technology Acceptance Model (TAM) and Unified
Theory of Acceptance and Use of Technology (UTAUT) provide detailed insights into
individual technology adoption decisions.
The rate of adoption, measured by the length of time required for a certain percentage of
individuals to adopt an innovation, varies across different adopter categories. Early
adopters tend to have a shorter adoption period compared to late adopters. Critical mass
is reached when the number of individual adopters ensures the self-sustainability of the
innovation.
The Diffusion of Innovation Theory highlights five main factors that influence adoption:
1. Relative advantage,
2. Compatibility,
3. Complexity,
4. Triability,
5. Observability.
These factors determine how an innovation is perceived in terms of its value, consistency
with existing beliefs, ease of use, ability to be tested or experimented with before
committing to adoption, and visibility within one's social network.

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6 Chapter2: Adoption life cycle and innovation adoption at the individual level

2. Adoption Life Cycle

2.1. Overview of the stages in the adoption life cycle
The adoption of technology and innovation at the individual level follows a specific life
cycle consisting of several stages. These stages are crucial in understanding the process
by which individuals decide to adopt or reject a new innovation.
The first stage in the adoption life cycle is awareness. During this stage, individuals seek
knowledge about the innovation and its function. They become aware of its existence and
begin to gather information about its potential benefits and drawbacks. This stage is
crucial as it sets the foundation for further exploration and evaluation of the innovation.
Following awareness, individuals enter the stage of interest. At this point, they formulate
an opinion about the innovation based on the information they have gathered. They
evaluate its potential value and relevance to their lives or work. This stage involves a
careful consideration of how the innovation aligns with their needs and goals.
Once individuals have developed an interest in the innovation, they move on to the trial
stage. In this stage, they test or experiment with the innovation to gain firsthand
experience. This may involve using a trial version of specific software, attending a
demonstration or workshop, or simply trying out a new gadget for a limited period. The
trial stage allows individuals to assess whether the innovation fulfills their expectations
and meets their requirements.
After conducting trials, individuals reach a pivotal point in their decision-making process:
adoption or rejection. The adoption stage occurs when an individual makes a conscious
decision to fully integrate the innovation into their life or work. This decision is
influenced by factors such as perceived benefits, compatibility with existing practices,
ease of use, cost-effectiveness, and social influence from peers or experts.
However, not all individuals who reach this stage will choose to adopt the innovation.
Some may decide that it does not meet their needs or expectations after thorough
evaluation during previous stages. This brings us to another possible outcome: rejection.
Individuals who reject an innovation may do so because they perceive it as unnecessary,
incompatible with existing systems, too complex to implement, or simply not worth the
effort and investment.
For those who adopt the innovation, the final stage in the adoption life cycle is
confirmation. During this stage, adopters seek reinforcement of their decision to adopt.
They evaluate the benefits and outcomes of implementing the innovation and seek further
support or training if needed. If they continue to experience positive results and value
from the innovation, they are likely to continue using it. However, if they encounter
challenges or negative experiences, they may reconsider their decision and potentially
reject the innovation.

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7 Chapter2: Adoption life cycle and innovation adoption at the individual level
It is important to note that the adoption life cycle is not a linear process for every
individual. Some may move quickly through each stage, while others may take longer to
evaluate and make a decision. Additionally, individuals may revisit different stages
multiple times before reaching a final decision.

3. Innovation Adoption Model

3.1. Introduction to the Innovation Adoption Model (IAM)
The Innovation Adoption Model (IAM) is a framework that explores the process of
technology adoption and innovation at the individual level. This model takes into account
various factors that influence the decision-making process, including adopter
characteristics, innovation characteristics, and the innovation decision process.
One important aspect of the IAM is the understanding that innovations are often adopted
by organizations through two types of decision-making processes: collective decision and
authority decision. Collective decision occurs when adoption is achieved through
consensus among members of an organization, while authority decision occurs when a
few individuals in positions of power make the adoption decision.
Research has shown that even simple behavioral models can serve as reliable predictors
for technology adoption in commercial organizations, especially when proper initial
screening procedures are implemented. Within an organization, there are individuals
known as "champions" who play a crucial role in supporting and advocating for an
innovation despite any opposition. These champions are similar to those found in the
efficiency business model Six Sigma.
The innovation-decision process within organizations consists of five stages: agenda-
setting, matching, redefining/restructuring, clarifying, and routinizing. These stages
parallel the individual-level decision-making process, highlighting the similarities
between how organizations and individuals adopt innovations.
Complex network models can also be used to understand how innovations spread among
individuals within a network. In such models, individuals are represented as nodes
connected by edges that indicate peer-to-peer influences. The dynamics of these models
describe how individuals' adoption states evolve over time based on their perceived
usefulness of the innovation and barriers to adoption.
Threshold models are particularly effective in understanding technology adoption as they
consider both individual motivations and social influences. Each node in these models
represents an innovator, adopter, or potential adopter with a specific threshold for
adopting an innovation based on their neighbors' adoption status.
The success of innovation spread depends on two important factors: the number of
connections between nodes and the presence of common connections in the network.

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8 Chapter2: Adoption life cycle and innovation adoption at the individual level
These models also highlight the impact of opinion leaders on the adoption process, as
well as the balance between social aspects and individual benefits.
In organizations, mandated adoption contexts are common, and individuals who do not
have a choice in adopting or rejecting an innovation tend to exhibit opposition behavior if
it conflicts with their beliefs. However, research on forced adoption and its consequences
is limited.
Understanding technology adoption in different contexts is essential because it impacts
decision-making and appraisals. For instance, mobile technology adoption is a complex
process that cannot be simplified by merely assessing device ownership. The stages of
mobile technology adoption are influenced by various diffusion attributes, and these
stages are not fixed but rather involve constant feedback between them.
Visibility plays a significant role in different stages of mobile technology adoption,
particularly for older and younger potential adopters. Additionally, compatibility with
previously adopted innovations can influence adoption among older audiences. It is
crucial to cultivate a nuanced understanding of these variables when developing tailored
approaches to technology adoption.
The diffusion of innovation (DoI) model developed by Rogers integrates adopter
characteristics, innovation characteristics, and the innovation decision process. This
model considers factors such as relative advantage, compatibility, complexity, trialability,
observability, and adopter categories when examining technology adoption.
The TOE (technology, organization, environment) framework expands on the DoI model
by incorporating environmental context into the analysis. This framework considers
technological context (internal and external technologies), organizational context
(structure, management processes), and environmental context (government policies,
industry structure) when examining technology adoption.
While DoI focuses on antecedents and determinants of technology adoption at the
individual level, TOE emphasizes contextual factors that influence innovation adoption in
organizations.

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9 Chapter2: Adoption life cycle and innovation adoption at the individual level

Figure 2: Final lifespan mobile technology diffusion model [4]

3.2. Explanation of key elements in the IAM

Innovation Adoption Models (IAMs) are frameworks used to understand the process by
which individuals adopt new technologies or innovations. One important element in
IAMs is the perceived attributes of innovations. These attributes play a crucial role in
influencing an individual's decision to adopt or reject an innovation.
According to Diffusion of Innovation Theory, there are five main attributes that influence
the adoption of an innovation: relative advantage, compatibility, complexity, trialability,
and observability. Each of these attributes affects the rate at which an innovation is
adopted.
Relative advantage refers to how much better an innovation is perceived to be compared
to the idea, program, or product it replaces. If individuals believe that the new innovation
offers greater benefits or advantages over existing alternatives, they are more likely to
adopt it.
Compatibility is closely related to relative advantage and refers to how well the
innovation fits with the values, experiences, and needs of potential adopters. If
individuals see the innovation as aligning with their beliefs and meeting their specific
needs, they are more likely to adopt it.

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10 Chapter2: Adoption life cycle and innovation adoption at the individual level
Complexity refers to how difficult the innovation is to understand and use. If individuals
perceive the innovation as being too complex or challenging, they may be hesitant to
adopt it. On the other hand, if it is seen as easy to understand and use, adoption rates are
likely to increase.
Trialability recognizes that potential adopters may want to "try out" an innovation before
fully committing to adoption. The ability to experiment with an innovation on a limited
basis allows individuals to assess its value and relevance before making a decision.
Observability refers to the extent to which the results or benefits of an innovation are
visible or tangible. If potential adopters can witness firsthand how others have benefited
from the innovation within their social network, they are more likely to consider adopting
it themselves.
These attributes interact with each other and collectively influence an individual's
perception of an innovation. For example, even if an innovation is perceived as complex,
individuals may still choose to adopt it if they perceive a high relative advantage or
compatibility with their needs.
In addition to these five attributes, other characteristics of innovations can also impact
adoption rates. For example, innovations with a small core and large periphery are easier
to adopt. Innovations that are less risky and make tasks easier are also more likely to be
adopted.
Complex network models can be used to further understand the spread of innovations
among individuals connected in a network. These models consider factors such as the
perceived usefulness of the innovation and barriers to adoption. They also highlight the
importance of opinion leaders and the presence of common connections in the network
for successful diffusion.
Overall, understanding the perceived attributes of innovations is essential in predicting
and promoting technology adoption at the individual level. By considering these
attributes, innovators and policymakers can design strategies to encourage adoption and
foster innovation within society.

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11 Chapter2: Adoption life cycle and innovation adoption at the individual level

Figure 3: The diffusion process by innovation with the percent of adoption over time (Rogers, 2003,
p. 11). [1]

4. Conclusion
In conclusion, exploring the dynamic process of technology adoption and innovation at
the individual level is crucial for understanding and predicting trends in technology
adoption. By considering factors such as individual characteristics, rate of adoption, and
diffusion attributes, organizations can effectively plan for and facilitate the successful
integration of new innovations into individuals' lives. This understanding not only
benefits organizations but also contributes to societal progress and development in an
increasingly technology-driven world.

Technology adoption and innovation at the individual level follow a distinct life cycle
consisting of awareness, interest, trial, adoption, and confirmation (or rejection). Each
stage plays a vital role in shaping an individual's decision-making process regarding
whether to embrace or reject a new innovation. Understanding these stages can help
organizations develop effective strategies for introducing innovations and encouraging
their adoption among individuals.

The Innovation Adoption Model offers valuable insights into how individuals adopt
innovations at both the individual and organizational levels. By considering factors such
as adopter characteristics, innovation characteristics, and the decision-making process,

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12 Chapter2: Adoption life cycle and innovation adoption at the individual level
this model provides a comprehensive understanding of technology adoption and
innovation. Additionally, complex network models and threshold models shed light on
how innovations spread within a network and the role of social influences in adoption.
Further research is needed to explore forced adoption contexts and the consequences of
innovation resistance. Understanding the nuanced processes of technology adoption, such
as mobile technology adoption, can inform tailored approaches to promote positive skill
development and address disparities in technology use across different populations. The
DoI model and TOE framework provide valuable frameworks for examining technology
adoption and highlight the importance of considering contextual factors in understanding
innovation adoption within organizations.
References
[1] Theories of Innovation Adoption and Real-World Case Analyses – Driving Educational Change:
Innovations in Action

[2] Diffusion of innovations - Wikipedia

[3] Diffusion of Innovation Theory

[4] Mobile technology adoption across the lifespan: A mixed methods investigation to clarify adoption stages,
and the influence of diffusion attributes - PMC

[5] Technology Adoption Curve: 5 Stages of Adoption | Whatfix

[6] Factors influencing the adoption of an innovation: An examination of the uptake of the Canadian Heart
Health Kit (HHK) | Implementation Science | Full Text

[7] Consequences of mandated usage of innovations in organizations: developing an innovation decision model
of symbolic and forced adoption | AMS Review

[8] Frontiers | Stagewise Overview of Issues Influencing Organizational Technology Adoption and Use

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