This paper studies factors in information technology adoption, on both firm level and individual level, to help further understand organizational innovativeness. Especially, business-strategic and tactical factors affecting the adoption, and particular assimilation-related factors, are studied among interactive firms, also the ways the factors are related. This paper adds to the earlier literature in recognizing and combining factors behind reasoning for and against adopting new technology innovations, on various reasoning-levels. Literature, so far, has been scattered among those, while adoption and assimilation in general have been well modelled. We need to better understand what is significant as the driving and hindering forces for firms when making decisions about adopting new technology and assimilating it. This study is part of a wider, intercultural research and presents findings of our study in China. It shows the meaning of issues related to spreading new technology. We should look at negative factors affecting new technology adoption as the most important issue.