Case 2. Four Diffusion Models Of Innovation
2.4 Diffusion Models of Innovation
2.4.1 The Rogers Model
2.4.1.1 The Innovation-Decision Process
Among international literature we can find several diffusion model of innovation theorized by academics over the history but the most reliable one is without doubt the Rogers model illustrated in his document "Diffusion of Innovation" (1962). He begins to describe the phenomena starting from the context in which an external individual start to interact directly or indirectly with an innovation: "The Innovation Decision Model is the process through which an individual (or other decision-making unit) passes from first knowledge of an innovation, to forming an attitude toward the innovation, to a decision to adopt or reject, to implementation of
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He states diffusion of innovation as: " process by which an (1) innovation is (2) communicated through certain channels over (3) time among the members of a (4) social system".
1. "Innovation": described by the author with 5 contingent characteristic.
• Relative Advantage: is the degree to which an innovation is perceived as better. The focus here is on perception, that's mean that this advantage is interpreted by an individuals as relative more than pragmatically objective. The higher the perception the higher will be the rate of adoption.
• Compatibility: an innovation must be aligned with existing values and cultural norms, past experiences, and needs of potential adopters. Adopting innovation that fights with all these element must imply a change of prior values set.
• Complexity: perceived degree of difficulty in use, the less intuitive an innovation the slower will the adoption rate.
• Trialability: "is the degree to which an innovation may be experimented with on a limited
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"Time": the author identifies 3 acceptations to this variable. We have already analysed the first one in the previous paragraph describing the 5 phase innovation decision model. The second one will be explicated in the next paragraph with the Rogers diffusion curve model. The last concept considering variable of time is identified with the Rate of Adoption; is the relative speed with which an innovation is adopted by individuals in a social system, usually measured as the amount of user adopting the innovation in a given time period in a social system. This variable is influenced by the previous 5 characteristic of an
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