Explanation Model of Innovation Adoption Intention Based on the Interaction between Adopters Perception and Market Elements

This study operationalizes a conceptual framework of 17 hypotheses utilizing innovation characteristics, network externality, personal characteristics and relationship quality factors affecting adopter's perceptions and their intention to adopt innovations in electronic products industry. This study would be categorized as a descriptive study with the questionnaire as the main instrument of the study. Hence as far as the data gathering method in concerned, this study is a survey research. The study population is the potential adopters of electronic products in Tehran. The sample size is 373 adopters which were randomly selected proportionate to Tehran’s 22 zone's population. The reliability of the questionnaire is tested using Cronbach Alpha. The path analysis technique using Lisrel Ver. 8.7 student software was used to analyze the data of this study. Research findings indicate that out of the innovation dimensions, the comparative advantage and usability of the innovation would affect the perceived value of the adopters, while complexity affects their perceived risk. Furthermore, the results show that general trust has a major effect on the adopter's intention with their perceived value as a mediating variable. Also, satisfaction has major reverse effect on perceived risk. Commitment doesn’t affect perceived value but it affects perceived risk of adoption. Network externality is also proved to affect both perceived value and risk. The dimensions of behavioral control and involvement didn’t show any influence on the intention to adopt but the