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

1. Author： Rogers, Everett M. Diffusion of innovations theoryDiffusion of Innovations. 5thed. New York: Free Press, 2003. 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

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

3. 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, 1995. • Rogers, Everett M. Diffusion of Innovations. 5thed. New York: Free Press, 2003.

4. Diffusion of innovations theory • Main dependentconstruct(s)/factor(s) • Implementation Success • Technology Adoption • Main independentconstruct(s)/factor(s) • Compatibility of Technology • Complexity of Technology • Relative Advantage

5. 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

6. 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

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

9. 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

10. 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)

11. IS diffusion variance model(1) Technical Compatibility Technical Complexity (Ease of Use) ISImplementation Success (Adoption,Infusion) 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

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

13. IS diffusion variance model(3) • 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。

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

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

16. Originating area • Anthropology • Sociology • Education • Communication • Marketing and Management • Geography • Economics

17. Level of analysis • Group • Firm • Industry • Society

18. 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

19. Reference • http://en.wikipedia.org/wiki/Diffusion_of_innovations • http://www.fsc.yorku.ca/york/istheory/wiki/index.php/Media_richness_theory

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