The purpose of this paper is to extend innovation-decision process (IDP) research.
Focusing at the individual level of analysis, the paper empirically describes
the adoption of an innovation—the Smart identification (ID) technology—
in Estonia. The paper opted for an exploratory study using both
quantitative and qualitative approaches. To this end, 568 subjects completed
questionnaires assessing aspects of the five innovation-decision stages. Hypotheses
were tested simultaneously in iterative mediation and moderated
mediation analysis. The analysis is modeled along the key aspects and phases
proposed by Everett Rogers (2003). Consistent with Rogers’ theory and as
hypothesized, earlier stages of the innovation-decision process predicted later
stages. However, Implementation did not predict Evaluation stage variables.
The conclusions show that the IDP model is supported overall, and that additional
work is needed to describe further the process of adoption in different
social contexts, such as Estonia. It also identified that role and time are important
explanators in innovation diffusion research. Practical implications
and future research are suggested.
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