Diffusion of innovations theory Diffusion of Innovations. 5thed. New York: Free Press, 指導教授 : 戴敏育老師 報告者 ( 依報告順序 ): 淡江資管所碩專一 朱芝琬 淡江資管所碩專一 李坤達 Author ： Rogers, Everett M. 報告日期：

Acronym DOI Alternate name(s) Innovation Diffusion Theory (IDT) Diffusion of innovations theory

Seminal articles Lazarsfeld, P.F., Berelson, B. & Gaudet, H. (1949). The people’s 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, Rogers, Everett M. Diffusion of Innovations. 5thed. New York: Free Press, 2003.

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

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

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

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

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

Diffusion of innovations The process by which an innovation is communicated throu gh 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)

IS diffusion variance model(1) Technical Compatibility Technical Complexity (Ease of Use) Relative Advantage (Perceived Need) IS Implementation Success (Adoption,Infusion) from: Agarwal and Prasad (1998) A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research

IS diffusion variance model(2) 依變數 : IS Implementation Success(Adoption,Infusion) 獨立變數 Compatibility of Technology Complexity of Technology Relative Advantage (Perceived Need)

Complexity( 複雜性 ): 新事物若難以瞭 解或難以使用，則不易被接納，例如 ，若以深奧的細菌理論教導人們燒開 水，常無法成功。 Compatibility ( 相容性 ): 新事物若與採 用者現存的價值觀、過去經驗和需求 一致，則較易被接納，例如避孕之推 廣，最大的阻力可能是宗教。 IS diffusion variance model(3)

Relative advantage ( 相對的優點 ): 若新 事物優於舊事物，則較快被採用。 IS Implementation Success( 資訊系統 實行的成功 ) IS diffusion variance model(4)

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

Originating area Anthropology Sociology Education Communication Marketing and Management Geography Economics

Level of analysis Group Firm Industry Society

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), Rogers, Everett M. Diffusion of Innovations. 4thed. New York: Free Press,1995

Reference _of_innovations /wiki/index.php/Media_richness_theo ry

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