I want to embrace it: how diffusion of innovation drives employee attitude and intention toward data analytics adoption?

Purpose Drawing upon the diffusion of innovation perspective, this study examines the effects of the diffusion of innovation characteristics (i.e. observability, compatibility, relative advantage, complexity and trialability) on employees' intention to adopt data analytics tools. In addition, the mediating role of attitude toward data analytics tools has also been examined in the above relationships. Design/methodology/approach Using a time-lagged field survey, data were collected from 211 managerial-level employees working in the information technology and banking sectors. The statistical analyses were conducted using a bootstrapping mediation technique. Findings The findings indicated a positive relationship between observability, relative advantage, trialability and intention to adopt data analytics tools. Complexity was found to have a negative relationship with the intention to adopt data analytics tools, but no direct effect on attitude toward the adoption of data analytics tools was found. Further, the diffusion of innovation factors had an indirect relationship with intention to adopt data analytics tools through attitude toward the adoption of data analytics tools. Originality/value The findings of this research add value by providing insights into the comparative effects of various diffusion of innovation factors on the attitudinal and intentional change experiences of employees. Unlike focus of most of the literature on organizational-level changes resulting from the use of new analytical tools, this research offers a holistic understanding of individual-level change experiences of employees toward the adoption of data analytics tools.