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Rogers' Innovation Diffusion Theory (1962, 1995)
Abstract
This chapter presents an overview of a key overarching theory of adoption of innovations, Rogers' Diffusion of Innovations Theory. A complex yet coherent set of concepts and models comprise the overall theory, which is summarized by the definition established by Rogers (2003): “the process by which (1) an innovation (2) is communicated through certain channels (3) over time (4) among the members of a social system” (p. 11, emphasis in the original). First, a brief background on Everett Rogers is provided, then a history of the development of the theory basis is presented. Next, the four core components of the theory, as well as the strengths and limitations of the theory are discussed. Finally, the relation between the diffusion of innovations theory and other technology adoption theories, specifically TAM and UTAUT are briefly described, with areas for possible further expansion identified.
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