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Abstract Awareness of an innovation is a necessary prerequisite for its diffusion. Numerous information instruments could be employed as avenues of awareness creation by bodies that seek to promote the adoption of an innovation. A study of information awareness instruments is important because pre-adoption attitudes towards an innovation are formed primarily from the indirect experience offered (information conveyed) through such instruments. This exploratory study strives to examine the effectiveness of various information instruments in raising the awareness of ValuNet, a B2B inter-organizational EDI system being marketed by Tradelink for import and export firms in Hong Kong. The study also investigates whether awareness creation through information instruments perceived to be of value to organizations, could result in greater intentions to adopt the innovation. The findings of this study indicate that interpersonal-cosmopolite instruments such as direct mailing, promotional materials, and seminars by Tradelink are perceived to be highly effective avenues of awareness creation, and are significantly correlated to the intention to adopt ValuNet. Other interpersonal avenues that may also be worthy of consideration are seminars conducted by trade associations and directives from parent corporations. These instruments could provide organizations that aim to promote innovations, such as Tradelink, with costeffective avenues to target their awareness creation efforts. Keywords: Diffusion Of InnovationsElectronic Data InterchangeAwareness
Sia et al. (Sun,) studied this question.