Diffusion of Innovation (DoI) Theory

INFORMATION TECHNOLOGY IN
EDUCATION GGGE6543

DIFFUSION OF
INNOVATIONS

JEYANTHY MOHAN (P106978)
SITI MAHIRAH BT ABDUL WAHAB(P107980)
VICKNEASVARIE RAMAMUTHIE (P106977)

WHAT IS
INNOVATION?

Innovation



an idea, practice, or object/ product that is perceived as new by
an individual/ unit
introduced to us with the purpose of adoption
Hardware
Software

WHAT IS
DIFFUSION?

Diffusion is the process by which an innovation is
communicated through certain channels over time among

the members of a social system. It is a special type of
communication, in that the messages are concerned with

new ideas

Diffusion of Innovation
(DOI) Theory, developed
by E.M. Rogers in 1962

It originated in communication to explain how, over
time, an idea or product gains momentum and
diffuses (or spreads) through a specific population
or social system.

a kind of social change, in which
alteration occurs in the structure and function of a social

system.



new ideas are invented, diffused, and are adopted or rejected,
leading to certain consequences, social change occurs.




(Rogers, 1983)

2 DIFFUSION
SYSTEMS

diffusion can be planned or spontaneous decentralized
it is distinguished by : system

centralized
system

decisions are made by decisions are shared by the
a small number of clients and
officials and/or
technical experts potential adopters; extreme
situation - potential adopters

are solely responsible

4 MAIN
ELEMENTS IN
DoI

diffusion as the process by which (1) an
innovation (2) is communicated through certain
channels (3) over time (4) among the members of

a social system.

1. The Innovation 3. Time

2. Communication 4. A Social system
channel

1.The Innovation

AN IDEA, PRACTICE, OR OBJECT THAT IS
PERCEIVED AS NEW BY AN INDIVIDUAL OR

OTHER UNIT OF ADOPTION



Characteristics that explains the rate of adoption.

Characteristics

1.Relative advantage

degree to which an innovation is perceived as better than the idea it supersedes.
may be measured in economic terms, but social-prestige factors, convenience, and
satisfaction are also often important components
The greater the perceived relative advantage of an innovation, the more rapid its rate of
adoption is going to be.

Characteristics

2. Compatibility

degree to which an innovation is perceived as being consistent with the existing values,
past experiences, and needs of potential adopters.
idea that is not compatible with the prevalent values and norms of a social system will not
be adopted as rapidly as an innovation that is compatible.

Characteristics

3. Complexity

degree to which an innovation is perceived as difficult to understand and use.
some innovations are readily understood; others are more complicated and will be
adopted more slowly.

Characteristics

4. Trialability

degree to which an innovation may be experimented with on a limited basis.
can be tried on the installment plan will generally be adopted more quickly than
innovations that are not divisible.
trialable innovation represents less uncertainty to the individual who is considering it for
adoption, as it is possible to learn by observing.

Characteristics
5. Observability

the degree to which the results of an innovation are visible to others.
innovations are easily adopted when the results are visible to the adopter.

2. Communication
channel

DIFFUSION IS A PARTICULAR TYPE OF COMMUNICATION
IN WHICH THE INFORMATION THAT IS EXCHANGED IS
CONCERNED WITH NEW
IDEAS.



(1) an innovation, (2) an individual or other unit of
adoption that has

knowledge of, or experience with using, the innovation, (3)
another individual or other unit that does not yet have
knowledge of the innovation, and (4) a communication
channel connecting the two units.

Communication channel

the means by which messages get from one individual to another.
the nature of the information-exchange relationship between the pair of individuals
determines the conditions under which a source will or will not transmit the innovation to
the receiver, and the effect of the transfer.

mass media is interpersonal
the most channel is
efficient effective in
channel to persuading;
transmit face-to-face
messages exchange

3. Time

The time dimension is involved in diffusion (1) in the
innovation decision process by which an individual passes
from first knowledge of an innovation through its adoption

or rejection, (2) in the innovativeness
of an individual or other unit of adoption—that is, the
relative earliness/lateness with which an innovation is
adopted—compared with other members of a system, and
(3) in an innovation's rate of adoption in a system, usually
measured as the number of members of the system that

adopt the innovation in a given time period.

THE INNOVATION-DECISION PROCESS

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 the new idea, and to confirmation of this decision.

Knowledge Persuasian Decision Implementation Confirmation

Knowledge occurs Persuasion occurs Decision occurs when Implementation occurs Confirmation occurs
when an individual (or when an individual (or an individual (or other when an individual (or when an individual (or
other decision-making other decision-making decision-making unit) other decision-making other decision-making
unit) is exposed to the unit) forms a favorable engages in activities unit) seeks reinforcement
innovation's existence or unfavorable attitude unit) puts an of an innovation decision
toward the innovation. that innovation that has already been
and gains some lead to a choice to made, but he or she may
understanding of how adopt or reject the into use. Re-invention is reverse this previous
especially likely to decision if exposed to
it functions innovation occur at the conflicting messages
implementation about the innovation
stage.

INNOVATIVENESS AND ADOPTER CATEGORIES

Innovativeness the degree to which an individual or other unit of
adoption is relatively earlier in adopting new ideas than the other

members of a system.

"late majority" - an individual who is "less innovative Adopter catergories
than the average member of a social system

the classifications of members of a social
system on the basis of innovativeness



RATE OF ADOPTION

the relative speed with which an innovation is adopted by members of a social system.
s-shaped curve - the number of individuals adopting a new idea is plotted on a cumulative
frequency basis over time



RATE OF ADOPTION

rate of adoption is usually measured by the length of time required for a certain percentage of
the members of a system to adopt an innovation.
Innovations that are perceived by individuals as possessing greater relative advantage and
compatibility, have a more rapid rate of adoption.
different social system - differences in the rate of adoption (The system has a direct effect on
diffusion)

4. A Social System

a set of interrelated units that are engaged in joint
problem solving to accomplish a common goal.


may be individuals, informal groups,
organizations, and/or subsystems

Social structure & Diffusion

structure - the patterned arrangements of the units in a system
Ex: Formal structure
system consisting of hierarchical positions (higher ranked officials - lower ranked
individuals)
structure of a social system can facilitate or impede the diffusion of innovations

OPINION LEADERS CHANGE AGENTS

provide information and advice about influences clients'
innovations innovation decisions in a direction deemed desirable

to many in the system. by a change

agency


Opinion leadership - degree to which an
individual is able to seeks to obtain the adoption of new ideas,
may also attempt to slow down diffusion and
influence other individuals' attitudes or overt
behavior informally prevent the adoption
of what he or she believes are undesirable

innovations.



professionals with university degrees

TYPES OF INNOVATION-DECISIONS

Optional innovation-decisions Collective innovation-decisions Authority innovation-decisions

choices to adopt or reject an choices to adopt or reject choices to adopt or reject
innovation that are made by an innovation that are made an innovation that are made
an individual independent of by a relatively few individuals
by consensus among the
the decisions members of a in a system
of other members of the System. who possess power, status, or

system technical expertise.

CONSEQUENCES
OF

INNOVATIONS

Desirable versus undesirable consequences, depending on
whether the effects of an innovation in a social system are
functional or dysfunctional.
Direct versus indirect consequences, depending on whether
the 32 Diffusion of Innovations changes to an individual or to
a social system occur in immediate response to an innovation
or as a second-order result of the direct consequences of an
innovation.
Anticipated versus unanticipated consequences, depending on
whether the changes are recognized and intended by the
members of a social system or not.

THE
INNOVATION

-
DEVELOPMENT

PROCESS



THE
INNOVATION

-
DECISION
PROCESS



INNOVATION
IN

ORGANISATIONS

What is an organization?



A stable system of individuals who work together to achieve common goals
through a hierachy of ranks and a division of labor
(Rogers, 1976)

Created to handle routine tasks

Created to lend stability to human relationships

A STABLE AND PREDICTABLE ORGANIZATIONAL
STRUCTURE IS OBTAINED THROUGH:

1. Predetermined 2. Prescribed roles 3. Authority structure 4. Rules and 5. Informal patterns
goals regulations
organizational tasks Formal Every formal
Organizations - are distributed organization - all A formal, organization is
formally among the various positions do not established system characterized by
established for the positions as have equal of rules & various kinds of
explicit purpose of prescribed roles/ authority regulations governs practices, norms and
achieving certain duties Positions are decision making social relationships
predetermined For each position, organized in a among among its members.
goals. there is a hierarchical oragnizational These informal
The goals - prescribed role authority structure members. practices emerge
determine to a Individuals may that specifies who Prescribed rules & over time and
large extent of come & go in but is responsible to regulations for represent an
structure and the position whom. promotion, hiring important part of
function of an continue. new members any organization.
organisation

A MODEL OF THE INNOVATION PROCESS IN
ORGANIZATIONS

Consists of a sequence of 5 stages, each stage is characterized by a particular range of
events, actions and decisions made at that point.
Later stages can't be undertaken until earlier stages have been settled.



STRENGTHS
& LIMITATIONS

OF DoI

STRENGTHS

Many stages for an individual to fall under
a vantage point - develop extensions and more additional elaborate concepts
that help explain the increasingly technological landscape and diffusion
process

built around the notion that consumers respond to innovation trends
differently, and are placed in different consumer categories. For businesses
looking to roll out new products, DOI can help spell the difference between
a successful product launch and a failed one.

LIMITATIONS

It works better with adoption of behaviors rather
than prevention of behaviors.
It doesn't take into account an individual's
resources or social support to adopt the new
behavior (or innovation).

IMPLICATIONS
ON

EDUCATION

1 2 3

Help to explain and Finding ways to Help to analyse the
provide information encourge/influence implementation process
on how teachers use teachers or educators to
use technology in the of new educational
and incorporate process of teaching and technologies and
technologies in their
learning policies
classrooms.



REFERENCES

Rogers, E. M. (1976). New product adoption and diffusion. Journal of consumer Research, 2(4),
290-301
Rogers, E. M. (1983). Diffusion of innovations, third edition. New York: Free Press