ATTRIBUTES OF TECHNOLOGY

1. Relative advantage – is the degree to which an innovation is

perceived as being better than the idea it supersedes.

Sub-dimensions of relative advantage include:

a) degree of economic profitability
b) low initial cost
c) lower perceived risk
d) decrease in discomfort
e) savings in time and effort and
f) immediacy of reward.

The relative advantage of a new idea, as perceived by members

of a social system, is positively related to its rate of adoption.
ATTRIBUTES OF TECHNOLOGY, continued

2. Compatibility – is the degree to which an innovation is perceived

as consistent with the existing values, past experiences and needs
of the receivers. It ensures greater security and less risk to the
receiver and makes the new idea more meaningful.

3. Complexity – is the degree to which an innovation is perceived as

relatively difficult to understand and use. Some innovations are
clear in their meaning to potential adopters, others are not.

The complexity of an innovation as perceived by members of a social

system, is negatively related to its rate of adoption.

4. Triability – is the degree to which an innovation may be

experimented with on a limited basis. New ideas that can be tried
on the installment plan will generally be adopted more rapidly
than innovations that are not divisible.
ATTRIBUTES OF TECHNOLOGY, continued

5. Observability – is the degree to which the results of an

innovation are visible to others (or communicability). The results
of some ideas are easily observed and communicated to others,
whereas some innovations are difficult to describe to others.

The observability of an innovation, as perceived by members of a

social system, is positively related to its rate of adoption.

Rate of adoption is the relative speed with which innovation is

adopted by members of a social system, measured as the number of
receivers who adopt a new idea in a specified time period.

It was found out that 49-87% of the variance in rate of adoption

could be explained by the five attributes of innovation.
How to Facilitate Adoption of Technology

Innovation-Decision Process

Knowledge Persuasion Decision Confirmation

Complexity Relative Triability = Technology

advantage is adopted
and
sustained
Compatibility Observability

Attributes of Technology