Since the hierarchical stages of a customer purchasing decision or innovation adoption process are interrelated, an analysis of all their stages, including awareness, want, and adoption, in relation to product or service diffusion, is urgently needed. Therefore, this study proposes the use of an awareness and want matrix, together with an adoption gap ratio analysis, to assess the effectiveness of innovation and technology diffusion for e-services. This study also conducts an empirical test on the promotion performance evaluation of 12 e-services promoted by the Taiwanese government.
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