11.5. CHARACTERISTICS OF INNOVATION AND ITS DIFFUSION
Rogers (1983, 1995) describes five different characteristics of innovation, as perceived by the potential adopter, that affect its rate of adoption:
Relative Advantage. The degree to which the innovation is superior to ideas it supersedes
Compatibility. The degree to which the innovation is consistent with existing values, past experiences, and needs of the user
Complexity. The degree to which the innovation is relatively difficult to understand and use
Trialability. The degree to which an innovation may be tried on a limited basis (in other words, without committing to full-scale, total operational change)
Observability. The degree to which the results from the use of an innovation are visible ...
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