ppt课件-diffusionofinnovation-depauluniversity.pptVIP

Diffusion of InnovationEverett M. Rogers, 1995 (4th edition) Diffusion is the process by which (1) an innovation (2) is communicated through certain channels (3) over time (4) among the members of a social systems. The Innovation: an idea, practices, or objects that is perceived as new by an individual or other unit of adoption Communication Channels: the means by which messages get from one individual to another Time: innovation-decision process; relative time with which an innovation is adopted by an individual or group; innovation’s rate of adoption Social System: a set of interrelated uni