Is technological innovativeness one behavior or many?

A major criticism of research on technological innovation is the inconsistency of findings across studies. One explanation for this inconsistency may be the multiple conceptualizations of innovation used in the literature. In this study, four behaviors of innovativeness are reviewed. Factors affecting each behavior are then empirically examined indicating that the behaviors result from different factors. To ensure that future research does not simply create mini-theories of different aspects of innovation, a schema for integrating the different conceptualizations is proposed. Results of an illustrative analysis using this schema is then presented.