• Relative advantage
    • Perceived superiority of innovation over current solution
  • Compatibility
    • Perceived fit of an innovation to adopter’s existing practices, values, experiences
  • Complexity
    • Higher degree of perceived complexity, slower the rate of adoption
  • Trialability
    • Experience the innovation before adopting it
  • Observability
    • Extent to which better benefits of the innovation are visible to others within the population of potential adopters
  • Newness