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A diffusion of innovations measurement scale for reinvention, relative advantage, compatibility, complexity, trialability and observability

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  • Hannah Overbye-Thompson
  • Kristy A Hamilton

Abstract

Diffusion of innovations (DOI) theory identifies critical factors that influence technology adoption rates and offers a predictive model for understanding how innovations spread through populations. While DOI theory encompasses six key perceptual characteristics (relative advantage, compatibility, complexity, trialability, observability, and reinvention), most empirical research operationalizes only Rogers’ five core attributes, rarely integrating reinvention despite its theoretical importance for understanding post-adoption adaptation. This research develops and validates a comprehensive scale measuring all six DOI characteristics, with particular attention to the reinvention construct. Through three independent samples (n = 2,019), we test the scale’s validity within a nomological network, creating an adaptable instrument for studying innovation diffusion that captures the full scope of DOI theory.

Suggested Citation

  • Hannah Overbye-Thompson & Kristy A Hamilton, 2025. "A diffusion of innovations measurement scale for reinvention, relative advantage, compatibility, complexity, trialability and observability," PLOS ONE, Public Library of Science, vol. 20(10), pages 1-24, October.
    • Handle: RePEc:plo:pone00:0334616
    DOI: 10.1371/journal.pone.0334616
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    References listed on IDEAS

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    1. Gary C. Moore & Izak Benbasat, 1991. "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation," Information Systems Research, INFORMS, vol. 2(3), pages 192-222, September.
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