This study using diffusion of innovation theory examines the influence of perceived characteristics of innovation, individual characteristics, and organizational characteristics on retailers' technology innovativeness. Apparel and gift retailers from five western states (N = 804) were classified into five adopter categories: Innovators (6%), Early Adopters (8.1%), Early Majority (20.6%), Late Majority (41%), and Laggards/Non-Adopters (28.2%). Multivariate and univariate analysis of variance with Tukey's HSD test revealed that these five groups differed overall on perceived characteristics of innovation (relative advantage, compatibility, and observability), individual characteristics (information-seeking, age, education, formal computer training, gender, retail experience in years, seminar attendance, perceived profitability), and organizational characteristics (store sales volume, city size, business competitiveness, and store's actual profitability). Discussion about the differences among the groups is presented along with theoretical, managerial, and educational implications.
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