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15/08/2013

Diffusion of innovations theory - IS Theory

Diffusion of innovations theory
From IS Theory

Contents
1 Diffusion of innovations 2 Acronym 3 Alternate name(s) 4 Main dependent construct(s)/factor(s) 5 Main independent construct(s)/factor(s) 6 Concise description of theory 7 Diagram/schematic of theory 8 Originating author(s) 9 Seminal articles 10 Originating area 11 Level of analysis 12 IS articles that use the theory 13 Links from this theory to other theories 14 External links 15 Original Contributor(s)

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Diffusion of innovations Acronym
DOI

Alternate name(s)
Innovation Diffusion Theory (IDT)

Main dependent construct(s)/factor(s)
Implementation Success or Technology Adoption

Main independent construct(s)/factor(s)
Compatibility of Technology, Complexity of Technology, Relative Advantage (Perceived Need for Technology)
istheory.byu.edu/wiki/Diffusion_of_innovations_theory 1/9

consistently found that technical compatibility. The actual rate of adoption is governed by both the rate at which an innovation takes off and the rate of later growth. expanded upon the five factors impacting the adoption of innovations presented by Rogers. 4thed. the adaptation of technology to individual needs can change the nature of the innovation over time. Members of each category typically possess certain distinguishing characteristics as shown below: innovators .. early majority. a new innovation can impact the adoption rate of an existing innovation and path dependence may lock potentially inferior technologies in place. Research has.15/08/2013 Diffusion of innovations theory . Low cost innovations may have a rapid take-off while innovations whose value increases with widespread adoption (network effects) may have faster late stage growth. Diagram/schematic of theory istheory.1995 Diffusion of Innovation Theory in IS Moore and Benbasat (1991). 1995).social leaders.wikipedia. Scales used to operationalize these factors were also validated in the study. observability.deliberate. popular. result demonstrability. The first four factors are generally positively correlated with rate of adoption while the last factor.neighbours and friends are main info sources. educated early majority . relative advantage. Sources: http://en. however. many informal social contacts late majority . image. 1995). ease of use. 1995). 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 (Rogers. and relative advantage (perceived need) are important antecedents to the adoption of innovations (Bradford and Florin. Diffusion of Innovations. generating eight factors (voluntariness. traditional. New York: Free Press. Breaking this normal distribution into segments leads to the segregation of individuals into the following five categories of individual innovativeness (from earliest to latest adopters): innovators. lower socio-economic status laggards . Everett M. be impacted by other phenomena. For instance. Since the early applications of DOI to IS research the theory has been applied and adapted in numerous ways. 1995). Crum et.IS Theory Concise description of theory DOI theory sees innovations as being communicated through certain channels over time and within a particular social system (Rogers. 2003. and trialability) that impact the adoption of IT. technical complexity. however.skeptical. In addition. late majority. working in an IS context. visibility. early adopters. educated. complexity. multiple info sources early adopters . 1995). 1996) leading to the generalized model presented below (see second figure below). al.edu/wiki/Diffusion_of_innovations_theory 2/9 .venturesome. 1995). Innovation adoption rates can. fear of debt When the adoption curve is converted to a cumulative percent curve a characteristic S curve (as shown in the first figure below) is generated that represents the rate of adoption of the innovation within the population (Rogers. and complexity (Rogers.org/wiki/Diffusion_of_innovation Rogers. The rate of adoption of innovations is impacted by five factors: relative advantage. trialability. compatibility. compatibility. is generally negatively correlated with rate of adoption (Rogers.byu. laggards (Rogers.

edu/wiki/Diffusion_of_innovations_theory 3/9 .byu. Rogers (1962). Diffusion of Innovations. New York. (1962). The people’s choice: How the voter makes up his mind in a presidential campaign. al. New York: Columbia University Press. Everett M. (1949). P. Berelson.F.15/08/2013 Diffusion of innovations theory . & Gaudet. Rogers and Shoemaker (1971). (1949). istheory.IS Theory IS diffusion variance model: Originating author(s) Lazarsfeld et. B. Rogers. Rogers (1995) Seminal articles Lazarsfeld. H.. The Free Press.

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personal.15/08/2013 Diffusion of innovations theory .psu.Clarke/SOS/InnDiff.pdf#search='innovation%20diffusion%20theory'. A role playing game called The Innovation Diffusion Game that is intended to demonstrate some basic principles of cultural change and DOI theory http://disc-nt. istheory. Tom McMaster provides an EndNote library of DOI http://www.byu.sigadit. A number of additional web links on DOI Original Contributor(s) Brent Furneaux Please feel free to make modifications to this site. you must register.IS Theory Technology acceptance model. Theory of planned behavior. A 1998 paper by Agarwal et.htm. Return to Theories Used in IS Research Retrieved from "http://istheory. Wikipedia provides a brief synopsis of DOI theory http://www.html http://www. The AIS Special Interest Group on Adoption and Diffusion of Information Technology http://www. Unified theory of acceptance and use of technology.anu.php?title=Diffusion_of_innovations_theory&oldid=664" This page was last modified on 16 May 2013.edu/wiki/Diffusion_of_innovations_theory 9/9 .org/ICLIB/IC28/AtKisson.org/. Evolutionary theory.uk/tm/Diffusion.byu.edu/chin/digit98/panel2.htm. Technology-organization-environment framework External links http://en. Theory of reasoned action. outlining extensions to DOI theory http://www.au/people/Roger. at 12:07. This page has been accessed 11.wikipedia.edu/staff/c/a/cam240/litreview.uh.isi.au/people/Roger.salford.cba.enl.ac.edu.edu/w/index. al.091 times.html. In order to do so. Roger Clarke presents a primer on DOI theory as a preparation to reading the relevant IS literature and a resource list including a number of references at http://www.edu.anu.context.Clarke/SOS/InnDiffISW.org/wiki/Diffusion_of_innovations. Content is available under GNU Free Documentation License.