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Technology Adoption Model: The Theory Of Diffusion Of Innovation

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2.3 Technology Adoption Model The theory of Diffusion of Innovations explains why, how and at the rate at which new technology and other new ideas are accepted within a particular cultural context. The theory is proposed by Rogers, a rural sociology professor in his “magnum opus” in 1962. Rogers defines Diffusion of Innovations as the process of continuos communication innovative ideas such as technology through a recognisable channel with the intent of drawing the attention of people within a defined social system (Rogers, 1962). There is a difference between adoption and diffusion of innovation. According to Workman (2007) the adoption of technology is an individual process indicating the various stages which the individual goes through …show more content…

Het argues that on the contrary, there are impediments which affect the rate of diffusion leading to a change of a comprehensive evaluation of the process of innovation diffusion in subsequent works of Rogers. In the latter works, he claimes that innovation is diffused through knowledge acquisition as opposed to mere awareness, persuasion as opposed to interest and then finally the user decides to use the innovation or technology (Bagozzi, 2007). Based on this, the users, then moves to actual the implementation or use of technology and then subsequent confirmation by the continuous use of the technology platform. Furthermore, several intrinsic or personality level factors are viewed by Rogers as contributing to whether the person will accept and adopt innovation or will not. The five main factors identified by Rogers are as …show more content…

It is about the measurable direct benefit which the user is assured of by adopting the new approach which the others approach do not offer and whether it is significant to warrant the effort or not Compatibility Each individual has his or her level of compatibility when it comes to particular innovation. There are people who are naturally inclined to specific innovation while others are not hence the extent to which a particular innovation of technology is compatible with a personality directly affects the rate of assimilation and adoption. Complexity or

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