Diffusion of innovations
Diffusion of innovations
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DOI：
10.2307/3319808
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发表时间：
1964-04
影响因子：
9.5
通讯作者：
E. Rogers
中科院分区：
文献类型：
--
作者：
E. Rogers
让一项创新被采纳是困难的；一个常见的问题是增加其扩散的速度。扩散是指随着时间的推移，一项创新通过特定渠道在社会系统成员之间的传播。它是一种交流，其信息与新想法有关；它是参与者创建和共享信息以实现相互理解的过程。本书的前几章讨论了扩散研究的历史，对扩散研究的一些主要批评，以及书中使用的元研究程序。这本书是这部备受推崇的作品的第三版。第一版于1962年出版，第五版于2003年出版。该书的理论框架依赖于信息和不确定性的概念。不确定性是关于事件的可选方案被感知的程度以及这些可选方案的相对概率；不确定性意味着缺乏可预测性，并激励个人寻找信息。技术创新体现了信息，从而减少了不确定性。在可供选择的情况下，信息影响不确定性；关于技术创新的信息可以是软件信息或创新评估信息。创新是指被个人或其他采用单位视为新的想法、实践或对象；创新为个人或组织提供了解决问题的新选择(S)或新方法。问题解决者并不确切地知道新的替代方案是否更好。因此，人们寻求新的信息。关于新思想的信息是通过人际网络的融合过程来交换的。因此，创新的扩散是一个社会过程，它传达关于新思想的感知信息；它导致社会系统结构和功能的改变，产生社会后果。扩散有四个要素：(1)被认为是新的创新，(2)交流渠道，(3)时间，(4)社会系统(成员为实现共同目标而共同解决)。扩散系统可以是集中式的也可以是分散式的。创新发展过程有五个步骤，从认识到需求，到RD(2)说服形成态度，(3)决定，(4)实施，和(5)确认(加强或拒绝)。创新也可以由用户重新发明(更改或修改)。创新决策期是经过创新决策过程所需的时间。一项创新的采用率取决于(也可以预测)其特征在相对优势、兼容性、复杂性、可试验性和可观察性方面的感知方式。扩散效应是来自人际网络的越来越大的、累积的压力，要求采用(或拒绝)一项创新。当专家建议拒绝一项创新时，过度采用就是对它的采用。传播网络传递创新评估信息，以减少想法应用的不确定性。传播过程的核心是潜在采用者对已经采用的网络合作伙伴的建模和模仿。变革推动者影响创新决策的方向被认为是可取的。意见领导力是指个人影响他人态度的程度
Getting an innovation adopted is difficult; a common problem is increasing the rate of its diffusion. Diffusion is the communication of an innovation through certain channels over time among members of a social system. It is a communication whose messages are concerned with new ideas; it is a process where participants create and share information to achieve a mutual understanding. Initial chapters of the book discuss the history of diffusion research, some major criticisms of diffusion research, and the meta-research procedures used in the book. This text is the third edition of this well-respected work. The first edition was published in 1962, and the fifth edition in 2003. The book's theoretical framework relies on the concepts of information and uncertainty. Uncertainty is the degree to which alternatives are perceived with respect to an event and the relative probabilities of these alternatives; uncertainty implies a lack of predictability and motivates an individual to seek information. A technological innovation embodies information, thus reducing uncertainty. Information affects uncertainty in a situation where a choice exists among alternatives; information about a technological innovation can be software information or innovation-evaluation information. An innovation is an idea, practice, or object that is perceived as new by an individual or an other unit of adoption; innovation presents an individual or organization with a new alternative(s) or new means of solving problems. Whether new alternatives are superior is not precisely known by problem solvers. Thus people seek new information. Information about new ideas is exchanged through a process of convergence involving interpersonal networks. Thus, diffusion of innovations is a social process that communicates perceived information about a new idea; it produces an alteration in the structure and function of a social system, producing social consequences. Diffusion has four elements: (1) an innovation that is perceived as new, (2) communication channels, (3) time, and (4) a social system (members jointly solving to accomplish a common goal). Diffusion systems can be centralized or decentralized. The innovation-development process has five steps passing from recognition of a need, through RD (2) persuasion to form an attitude, (3) decision, (4) implementation, and (5) confirmation (reinforcement or rejection). Innovations can also be re-invented (changed or modified) by the user. The innovation-decision period is the time required to pass through the innovation-decision process. Rates of adoption of an innovation depend on (and can be predicted by) how its characteristics are perceived in terms of relative advantage, compatibility, complexity, trialability, and observability. The diffusion effect is the increasing, cumulative pressure from interpersonal networks to adopt (or reject) an innovation. Overadoption is an innovation's adoption when experts suggest its rejection. Diffusion networks convey innovation-evaluation information to decrease uncertainty about an idea's use. The heart of the diffusion process is the modeling and imitation by potential adopters of their network partners who have adopted already. Change agents influence innovation decisions in a direction deemed desirable. Opinion leadership is the degree individuals influence others' attitudes