The effect of relationship quality and product attributes on the innovation adoption in the electronic products industry

The adoption of innovation is widely discussed within the innovation diffusion literature. The conceptual model of the study measures the effect of variables naming innovation characteristics, adopter's perceptions and relationship quality on the adopter’s intention to adopt regarding their perceptions of the new electronic products. This study could be categorized as a descriptive study with the questionnaire as the main instrument of the study. The study population was the potential adopters of the 4 electronic products in Tehran city. The sample size was 373 people within the city of Tehran which were selected accidentally. Therefore, as far as the data gathering method is concerned, this study falls within survey category. The reliability of the instrument was also tested using Cronbach Alpha. The path analysis method is used to analyze the data.The findings indicate that the adopter's perceived value is more influential on their intention to adopt new products than their perceived risk.Furtheremore,of the 6 innovation characteristics, the usability and complexity dimensions do effect the adopters perceived risk while their perception of usability and comparative advantage proved to influence their perceived value of the innovation. In addition, the results show that general trust and commitment have a meaningful effect on the adopter's intention while their perceived value has the mediating role in this regards. Finally, findings show that none of the relationship dimensions have direct effect on their intention to adopt new products.