Diffusion_of_Innovations英文电子资料.pdfVIP

Diffusion of Innovations Theory Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideas. An innovation, simply put, is “an idea perceived as new by the individual.” An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption. The characteristics of an innovation, as perceived by the members of a social system, determine its rate of adoption. The four main elements in the diffusion of new ideas are: (1) The innovation (2) Communication channels (3) Time (4) The social system (context) 1. The innovation Why do certain innovations spread more quickly than others? The innovation, to spread and be adopted should show: The characteristics which determine an innovations rate of adoption are: (1) Relative advantage (2) Compatibility (3) Complexity (4) Trialability (5) Observability to those people within the social system. 2. Communication Communication is the process by which participants create and share information with one another in order to reach a mutual understanding. A communication channel is the means by which messages get from one individual to another. Mass media channels are more effective in creating knowledge of innovations, whereas interpersonal channels are more effective in forming and changing attitudes toward a new idea, and thus in influencing the decision to adopt or reject a new idea. Most individuals evaluate an innovation, not on the basis of scientific research by experts, but through the subjective evaluations of near-peers who have adopted the innovation. 3. Time The time dimension is involved in diffusion in three ways. 3.1 - First, time is involved in the innovation-decision process. The innovation- decision process is the mental process through which an individu