1. Factors belonging to the individuals involved in the innovation process (both the
innovator as well as leaders and other key positions), and
2. A sub-set of organizational factors that directly affect the individual innovator's
interaction with innovation.
Organizational level analyses, on the other hand, address the following (see Yap 1990, Julien
& Raymond 1994, Hebert & Benbasat 1994 and Wierenga & Ophuis 1997);
1. Broader organizational factors that do not directly affect the individual adopter's
interaction with the innovation,
2. Environmental factors, and
3. Characteristics of the innovation.
Thong & Yap (1995) responded on a study of individual and organizational factors within
small businesses in Singapore where they studied three characteristics of chief executive
officers (attitude toward adoption of IT, IT knowledge, and innovativeness), and three
characteristics of organizations (business size, competitiveness of environment, and
information intensity). Figure 3, below, is the model used by Thong & Yap (1995). It is also
the basis for the research project described in this paper.