Agriculture plays a vital role in Malaysian economy. Agricultural innovation is considered as an important and necessary component in the development of agricultural activities. Technology adoption would only take place if innovation is driven by farmers need. This conceptual paper discusses the influence of innovation attributes on new technology adoption by paddy farmers. The main purpose of this paper is to examine the relationship among the relevant variables in order to enhance the conceptual framework by critically reviewing and examining the literature within paddy farming context. In strengthening the conceptual framework, it is found in the literature that innovation attributes and new technologies adoption are inter-related and play an important role in increasing paddy production and paddy quality especially in granary areas. In future study, these variables will be empirically investigated and discussed. Key Words: Innovation, Adoption, Agriculture, Technologies.