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TAM and UTAUT
Although focussed on information systems, the Technology Acceptance Models (1,2 and 3) by Venkatesh and Davis offer some insights on factors that influence individual decision making when it comes to accepting (and using) a new technology. The TAM 1 is the most basic model, and got elaborated further in the TAM 2 and TAM 3 and changed a bit in UTAUT. An overview of all these models can be found on http://www.vvenkatesh.com/it/organizations/Theoretical_Models.asp#Con=structdefs
The strength of influence of these determinants on a behaviour or decision can vary from region to region or user to user and of course might be very different in the context of different technologies. It might be interesting to consider this before the next awareness, marketing or training intervention and make sure that all (or most) of these factors and the right carriers for your message have been adressed.
size and density of the market
ease of use