Beruflich Dokumente
Kultur Dokumente
• Value barrier
• Usage barrier
• Risk barrier
Speed of diffusion
• Competitive intensity
• Reputation of the supplier
• Standardised technology
• Vertical coordination
• Resource commitments
Communication of new products
• Mass media
• WOM
• Homophily – degree to which pairs of individuals
who interact are similar in beliefs, education and social
status
• Heterophily – inconsistent with own beliefs and views
The Adoption – Decision Process
Everett Rogers
Knowledge
Persuasion
Decision
Implementation
Confirmation
Adopter classes
• Innovators - 2.5%
• Early adopters – 13.5%
• Early majority – 34%
• Late majority – 34%
• Laggards – 16%
Innovativeness
This is the degree to which an individual
adopts an innovation relatively earlier than
others
• Based on time of adoption
• Based on number of new product adoption
Parameters for innovativeness
• Socio-economic variables
• Personality and attitude
• Communication variables
Socio – Economic variables
• Education
• Literacy
• Higher social status
• Upward social mobility
• Larger-sized units
• Commercial orientation
• Favourable attitude towards credit
• Specialized operations
Personality and attitude
• Empathy • Ability to cope with
• Ability to deal in uncertainty
abstraction • Favourable attitude
• Rationality towards education
• Intelligence • Favourable attitude
• Favourable attitude towards science
towards change • High aspirations
Communication variables
• Social participation • Exposure to interpersonal
• Interconnectedness with communication channels
the social system • Knowledge of innovations
• Cosmopoliteness • Opinion leadership
• Change agent contact • Belonging to highly
• Mass media exposure interconnected systems
Polymorphism