“…The attitude construct is measured through adoption of different innovation characteristics such as usefulness, ease of use, relative advantages, and complexity (Arts, Frambach, & Bijmolt, 2011) along with adopters' characteristics that include their age, income, education, involvement, opinion leadership etc. (Kaushik & Rahman, 2014). Majority of these studies have focused on innovation adoption in the online context (Kaushik & Rahman, 2015b,c).…”