Understanding the role of individual innovativeness in the acceptance of IT-based innovations: Comparative analyses of models and measures

As new technological innovations are rapidly introduced and changed, identifying an individual characteristic that has a persistent effect on the acceptance decisions across multiple technologies is of substantial value for the successful implementation of information systems. Augmenting prior work on individual innovativeness within the context of information technology, we developed a new measure of adopter category innovativeness (ACI) and compared its effectiveness with the existing measure of personal innovativeness in IT (PIIT). Further, we examined two alternative models in which the role of individual innovativeness was theorized differently-either as a moderator of the effects the perceived innovation characteristics of usefulness, ease of use, and compatibility have on future use intention (moderator model) or as a direct determinant of the innovation characteristics (direct determinant model). To ensure the generalizability of the study findings, two field studies (N = 634) were conducted, each of which examined the two models (moderator and direct determinant) and measured individual innovativeness using the two measures (ACI and PIIT). Study 1 surveyed the online buying practices of 412 individuals, and Study 2 surveyed personal digital assistant adoption of 222 healthcare professionals. Across the markedly different adoption contexts, the study results consistently show that individual innovativeness is a direct determinant of the innovation characteristics, and the two measures share many commonalities. The new measure offers some additional utilities not found in the PIIT measure by allowing individuals to be directly classified and mapped into adopter categories. Implications are drawn for future research and practice.