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

Author：Rogers, Everett M.

報告日期：2011.3.26

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, 1995.

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 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)

IS diffusion variance model(1)

TechnicalCompatibility

TechnicalComplexity(Ease of Use)

RelativeAdvantage(Perceived

Need)

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), 204-215.

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

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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