Sunday, October 16, 2005
Diffusion Theory and factors that influence innovation uptake
Diffusion of innovation theory posits that there are four factors that influence the uptake of an innovation: relative advantage; compatibility; trialability; and observability.
Relative advantage:the perceived benefit that will accrue as a result of adoption in comparison to existing practices. The greater the perceived relative advantage, the greater the likelihood of adoption.
Compatibility: the level of congruence with the individual’s existing values and beliefs, compatibility with previously introduced ideas and compatibility with needs. The greater the compatibility the greater the likelihood of adoption.
Complexity : the perceived level of difficulty that individuals experience in understanding and using the innovation. The more complex the innovation the less likely it is to be adopted.
Trialability: the degree to which experimentation is possible. In cases where it is possible to trial the innovation adoption is more likely. Observability refers to the degree to which the result of adoption can be observed. The more explicit the results the more likely is adoption (Rogers, 1995).
Relative advantage:the perceived benefit that will accrue as a result of adoption in comparison to existing practices. The greater the perceived relative advantage, the greater the likelihood of adoption.
Compatibility: the level of congruence with the individual’s existing values and beliefs, compatibility with previously introduced ideas and compatibility with needs. The greater the compatibility the greater the likelihood of adoption.
Complexity : the perceived level of difficulty that individuals experience in understanding and using the innovation. The more complex the innovation the less likely it is to be adopted.
Trialability: the degree to which experimentation is possible. In cases where it is possible to trial the innovation adoption is more likely. Observability refers to the degree to which the result of adoption can be observed. The more explicit the results the more likely is adoption (Rogers, 1995).
# posted by Ian @ 11:03 PM 
