Reflective-Formative Hierarchical Component Model for Characteristic-Adoption Model

The innovation characteristic studies are deemed to be significant as consumers’ behavior influenced by how they perceive these product characteristics. As the characteristics continue grow, observed cognitively centric in nature with overlapping meanings and terms. To overcome this gap, study intends develop a cognitive-affective-balanced higher-order adoption model upon key constructs diffusion literature. Five broad namely information, compatibility, relative advantage, perceived risk, brand trust concluded categorized into cognitive, affective, conative components based on “think-feel-do” process of Hierarchy-of-Effects model. Contrary literature, has empirically proven (β = .3638) most influential intention compared advantage .2144), compatibility .2142), risk −.1669). empirical support affective-mediator contributes justifying significance emotional-based innovation.