The progression from awareness of an innovation to one’s attitudes toward an innovation to the intention to use it.
Awareness: A person’s recognition, understanding, and insights about an innovation, such as what the knowledge is and why it is important (Rogers, 2003).
Attitude: A favorable or an unfavorable impression of the knowledge. (Rogers (2003) refers to this step as “persuasion.”)
Intention: Intention to use knowledge results from a decision process that people undergo to accept or reject the knowledge. People may decide to use or “adopt” the KM activities fully as “the best course of action available” or to reject it (Rogers 2003).