First Advisor

Lauren Frank

Date of Publication

Spring 9-4-2019

Document Type


Degree Name

Master of Science (M.S.) in Communication






Technological innovations -- Public opinion, Consumers -- Attitudes, Consumer behavior, Diffusion of innovations



Physical Description

1 online resource (vi, 87 pages)


With the increase in "smart" devices that connect to the internet, it is important to study how individuals perceive characteristics of innovations and how those perceptions relate to adoption behavior. This paper explores how attributes delineated by the diffusion of innovations (DOI) model (relative advantage, compatibility, visibility, trialability) and technology acceptance models (TAMs; perceived usefulness, ease of use) correlate with one's interest in using an internet-connected device. Eligible survey responses were collected from 116 participants which evaluated individual perceptions of new technology. Subsequently, quantitative analysis explored the relationship between individuals' technology perceptions and purchasing intentions. The current research extends pre-existing models by finding that social influence and device customizability play key roles in one's intent to purchase. Research incorporating these factors into the diffusion of innovations model and technology acceptance models will not only improve the design process for future devices but also will influence the objectives of current technology marketing efforts.


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Persistent Identifier

Included in

Communication Commons