Purpose - In the literature, a number of models have been developed that explain the adoption behavior of a technological innovation. Similarly, most research explaining the continuance behavior of an information system (IS) ignores the adoption processes. It is observed that researchers seem uninterested in explaining the extension of an IS. The purpose of this paper is to develop an integrated model that explains the adoption, continuance, and extension of a technological innovation - taking radio frequency identification (RFID) as the case. Design/methodology/approach - Motivated by the exploratory nature of the current research, a qualitative field-study approach is adopted. Findings - Technology-organization-environment (TOE) factors influence RFID adoption while continuance is dependent on confirmation from the initial adoption. Finally, the extension decision is influenced by the TOE factors, self-efficacy, and situational factors. Research limitations/implications - The research was conducted in eight livestock farms in Western Australia and hence the factors explored can be location specific. This is the first methodological initiative explaining the extension behavior of a technological innovation. Practical implications - IS researchers may gain insight toward understanding the diffusion of innovation in the agricultural sector while agricultural agencies and farms can use the findings for their extension plan. Originality/value - This study is a single initiative developing an integrated model that explains the adoption diffusion of a technological innovation.
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