Analisis terhadap faktor peramal dan perantaraan kepada adopsi inovasi

Research related to message strategies, intention and desire as well as information seeking behavior with participation in training and adoption of innovations have been done in the Western countries. However, there are still very limited studies in proving the variables of message strategies, information seeking behavior, intention and desires are contribute to the participation in training and adoption of innovation in the context of society in Malaysia. Therefore, this study aimed to form a model in describing the relationship between the variables. This research also to identify whether message strategies, information seeking behaviour, intention and desire serve as a predictor in participation in training and adoption of innovations. Quantitative methods were applied in this study. Data were collected through the distribution of questionnaires to 373 respondents who are participants trainees under supervision Majlis Amanah Rakyat (MARA). This research has shown that message strategies, intentions and desires and information seeking behaviour are an important factors that contributed to the creation of a model of innovation adoption. The study also found significant relationship between that message strategies, intentions and desires, information seeking behaviour with community participation in training and adoption of innovation. It is also found that message strategies, information seeking behaviour and intention and desire serve as a predictor of participation in training and adoption of innovation. Participation in training identified mediating effect on the relationship of message strategies, intentions and desires, information seeking behaviour with the adoption of innovation. Hence, this study contributes to the field of communication through the establishment of a more comprehensive variables related to participation in training and adoption of innovation and help to developed the Planned Behaviour Theory.