According to diffusion theory, consumer beliefs or perceptions of innovation attributes, along with external socioeconomic and media exposures, influence the decision to adopt an innovation. To examine the relative influence of beliefs, attitudes, and external variables, the current study synthesizes perspectives from the Technology Adoption Model (TAM) and diffusion theory, and presents an integrated model of consumer adoption. The article reports the results of a survey investigating the measurement model in predicting potential adoption by late adopters of cellular phones. The model confirms the importance of attitudes towards potential adoption. Also significant are the influence of media ownership on perceptions of advantage, observability, and compatibility of the innovation. Media use and change agent contacts significantly influence perceptions of complexity of the innovation. Age, income and occupation were the sociodemographic variables that indirectly influenced adoption intention.
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