Hypothesis 3: Relationship between perceived innovation effectiveness and attitude
towards future innovation adoption.
To examine the consequences of positive perceptions of innovation effectiveness, correlations
between the 10 innovation effectiveness aspects and overall attitude toward future innovation
adoption were computed. The results of the correlational analyses presented in Table 2 show
that five aspects of innovation effectiveness (labour productivity; greater reliability and
consistency in performance; product/service diversity; organisational responsiveness to
customers; and customer satisfaction) were significantly related to attitude towards future
innovation. These results suggest that if an organisation perceives benefits in those five
aspects of innovation effectiveness, the organisation’s overall attitude toward future
innovation adoption will also be more positive.