The purpose of this paper is to extend innovation-decision process (IDP) research. Focusing at the individual level of analysis, the paper empirically describes the adoption of an innovation—the Smart identification (ID) technology— in Estonia. The paper opted for an exploratory study using both quantitative and qualitative approaches. To this end, 568 subjects completed questionnaires assessing aspects of the five innovation-decision stages. Hypotheses were tested simultaneously in iterative mediation and moderated mediation analysis. The analysis is modeled along the key aspects and phases proposed by Everett Rogers (2003). Consistent with Rogers’ theory and as hypothesized, earlier stages of the innovation-decision process predicted later stages. However, Implementation did not predict Evaluation stage variables. The conclusions show that the IDP model is supported overall, and that additional work is needed to describe further the process of adoption in different social contexts, such as Estonia. It also identified that role and time are important explanators in innovation diffusion research. Practical implications and future research are suggested.