Diffusion of innovations theory Diffusion of Innovations. 5thed. New York: Free Press, 2003.

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Diffusion of innovations theoryDiffusion of
Innovations. 5thed. New York Free Press, 2003.

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Author Rogers, Everett M.
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Diffusion of innovations theory

• Acronym
• DOI
• Alternate name(s)
• Innovation Diffusion Theory (IDT)

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Seminal articles

• Lazarsfeld, P.F., Berelson, B. Gaudet, H.
  (1949). The peoples choice How the voter makes
  up his mind in a presidential campaign. New York
  Columbia University Press.
• Rogers, Everett M. (1962). Diffusion of
  Innovations. The Free Press. New York.
• Rogers, Everett M Shoemaker, Floyd F (1971).
  Communication of Innovations A Cross-Cultural
  Approach (2nd ed.). New York The Free Press.
• Rogers, Everett M. Diffusion of Innovations.
  4thed. New York Free Press, 1995.
• Rogers, Everett M. Diffusion of Innovations.
  5thed. New York Free Press, 2003.

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Diffusion of innovations theory

• Main dependent construct(s)/factor(s)
• Implementation Success
• Technology Adoption
• Main independent construct(s)/factor(s)
• Compatibility of Technology
• Complexity of Technology
• Relative Advantage

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Diffusion of innovations theory

• Concise description of theory
• DOI theory sees innovations as being communicated
  through certain channels over time and within a
  particular social system
• Individuals are seen as possessing different
  degrees of willingness to adopt innovations and
  thus it is generally observed that the portion of
  the population adopting an innovation is
  approximately normally distributed over time

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Diffusion of innovations

• innovators, early adopters, early majority, late
  majority, laggards
• innovators - venturesome, educated, multiple info
  sources
• early adopters - social leaders, popular,
  educated
• early majority - deliberate, many informal social
  
• contacts
• late majority - skeptical, traditional, lower
  socio-
• economic status
• laggards neighbours and friends are main info
• sources, fear of debt

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Diffusion of innovations theory

• The rate of adoption of innovations is impacted
  by five factors
• relative advantage
• compatibility
• trialability
• observability
• complexity

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Diffusion of innovations theory

• The first four factors are generally positively
  correlated with rate of adoption while the last
  factor, complexity, is generally negatively
  correlated with rate of adoption

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Diffusion of innovations

• The process by which an innovation is communicated
   through certain channels over time among the
  members of a social system
• (Rogers, 1995, page 5)
• Innovation is an idea, practice, or object that
  is perceived as new by an individual or other
  unit of adoption
• (Rogers, 1995, page 11)

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IS diffusion variance model(1)
Technical Compatibility
IS Implementation Success (Adoption,Infusion)

• Technical
• Complexity
• (Ease of Use)

Relative Advantage (Perceived Need)
from Agarwal and Prasad (1998) A conceptual and
operational definition of personal innovativeness
in the domain of information technology.
Information Systems Research
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IS diffusion variance model(2)

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• IS Implementation Success(Adoption,Infusion)
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• Compatibility of Technology
• Complexity of Technology
• Relative Advantage (Perceived Need)

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IS diffusion variance model(3)

• Complexity(???)?????????????,??????,??,??????????
  ??????,??????
• Compatibility (???)????????????????????????,?????
  ?,???????,???????????

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IS diffusion variance model(4)

• Relative advantage (?????)?????????,???????
• IS Implementation Success(?????????)

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Originating author(s)

• Lazarsfeld et. al. (1949)
• Rogers, Everett M. (1962)
• Rogers and Shoemaker (1971)
• Rogers, Everett M. (1995)

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Originating area

• Anthropology
• Sociology
• Education
• Communication
• Marketing and Management
• Geography
• Economics

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Level of analysis

• Group
• Firm
• Industry
• Society

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Reference

• Agarwal, R., Prasad, J. (1998). A conceptual
  and operational definition of personal
  innovativeness in the domain of information
  technology. Information Systems Research, 9(2),
  204-215.
• Rogers, Everett M. Diffusion of Innovations.
  4thed. New York Free Press,1995

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Reference

• http//en.wikipedia.org/wiki/Diffusion_of_innovati
  ons
• http//www.fsc.yorku.ca/york/istheory/wiki/index.p
  hp/Media_richness_theory

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