Consumer　innovativeness　is　a　significant　personality　attribute　that　refers　to　a　person＇s　proclivity　to　acquire　and　utilize　new　items　more　rapidly　and　frequently　than　others.　Although　previous　research　has　revealed　a　relationship　between　consumer　innovativeness　and　the　intention　to　buy　new　technology　products,　little　is　known　about　the　determinants　such　as　visibility　and　guidance　affordances,　environmental　awareness,　and　safety　concerns　that　underpin　this　relationship.　Using　the　diffusion　of　innovation　(DOI)　theory　through　the　PLS-SEM　approach,　this　study　analyzed　the　data　of　341　Chinese　consumers　to　explore　the　prospects　mentioned　above.　The　empirical　results　show　that　visibility　and　guidance　affordances　encourage　consumer　innovativeness.　The　results　further　reveal　that　environmental　awareness　and　product　safety　concerns　mediate　the　consumer　innovativeness　and　purchase　intention　relationship.　This　model　will　contribute　to　the　literature　by　improving　predictive　ability　over　previous　models.　Therefore,　managers　and　policy-makers　who　wish　to　make　constructive　changes　in　the　intentions　of　technology　consumers　are　encouraged　to　ruminate　on　the　extrapolations　of　this　article.