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  • 2SGRM3113-DIFFUSION OF INNOVATION-1iii

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    The document summarizes Diffusion of Innovation Theory proposed by Everett Rogers in 1962. The key points are: 1. Diffusion is the process by which an innovation is communicated over time through certain channels among members of a social system. 2. Rogers identified five stages in the innovation-decision process: knowledge, persuasion, decision, implementation, and confirmation. 3. Rogers also categorized adopters into five categories based on their willingness to adopt innovations: innovators, early adopters, early majority, late majority, and laggards.

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    The document summarizes Diffusion of Innovation Theory proposed by Everett Rogers in 1962. The key points are: 1. Diffusion is the process by which an innovation is communicated over time through certain channels among members of a social system. 2. Rogers identified five stages in the innovation-decision process: knowledge, persuasion, decision, implementation, and confirmation. 3. Rogers also categorized adopters into five categories based on their willingness to adopt innovations: innovators, early adopters, early majority, late majority, and laggards.

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    129 views11 pages

    2SGRM3113-DIFFUSION OF INNOVATION-1iii

    Uploaded by

    Cameron Rice
    The document summarizes Diffusion of Innovation Theory proposed by Everett Rogers in 1962. The key points are: 1. Diffusion is the process by which an innovation is communicated over time through certain channels among members of a social system. 2. Rogers identified five stages in the innovation-decision process: knowledge, persuasion, decision, implementation, and confirmation. 3. Rogers also categorized adopters into five categories based on their willingness to adopt innovations: innovators, early adopters, early majority, late majority, and laggards.

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    of 11

    DIFFUSION OF INNOVATION THEORY BY

    EVERETT ROGERS
    (TEORI RESAPAN INOVASI)

    Dr Surendran Sankaran

    Definition (Definisi)
    Diffusion is a process by which an innovation is
    communicated through certain channels over
    time among the members of a social system.
    The origins of the diffusion of innovations theory
    are varied and span multiple disciplines. (Everett
    Rogers 1962)
    Resapan adalah proses di mana inovasi disampaikan
    melalui saluran tertentu dari masa ke semasa di
    kalangan ahli-ahli sistem sosial. Asal-usul teori resapan
    inovasi adalah pelbagai dan merangkumi pelbagai
    disiplin. (Everett Roger 1962)

    History (Sejarah)
    Dipelopori oleh Everett M. Roger

    (1962)
    Resapan
    merupakan
    proses
    sesuatu
    inovasi
    dihubungkan
    melalui saluran saluran tertentu
    mengikut masa dalam kalangan
    ahli ahli sesebuah sistem sosial.

    Element (Elemen)
    Innovation (Inovasi)
    Communication channels

    (Saluran komunikasi)
    Time (Masa)
    Social system (Sistem sosial)

    Decision (Keputusan)
    Two factor determine what types a particular

    decision is: (Dua faktor yang menentukan

    apakah jenis keputusan tertentu)


    Whether the decision is made freely and

    implemented voluntarily. (Sama ada keputusan

    itu dibuat secara bebas dan dilaksanakan


    secara sukarela)
    Who makes the decision? (Siapa yang
    membuat keputusan?)

    Based on this consideration, three types of

    innovation-decisions have been identified


    within diffusion of innovations. (Berdasarkan

    pertimbangan ini, tiga jenis keputusan


    inovasi telah dikenalpasti dalam resapan
    inovasi)
    Optional Innovation-Decision (Inovasi
    keputusan pilihan)
    Collective Innovation-Decision (Inovasi
    keputusan kolektif)
    Authority Innovation-Decision (Inovasi
    keputusan pihak berkuasa)

    Mechanism (Mekanisma)
    Diffusion of innovation occurs through a

    five-step process. (Proses resapan inovasi

    berlaku melaui 5 peringkat)


    Rogers categorizes the five stages (step) as

    awareness, interest, evaluation, trial and


    adoption.(Rogers mengkategorikan 5

    peringkat inovasi sebagai kesedaran,


    minat, penilaian, percubaan, dan
    penggunaan)

    Five Stages in the Decision Innovation Process


    (Lima peringkat dalam Proses Inovasi Keputusan)

    Knowledge
    Pengetahua
    n

    Persuasion
    Pujukan

    Decision
    Keputusan

    Implementati
    on
    Pelaksanaan

    Reject
    Tolak

    Accept
    Terima

    Confirmatio
    n
    Pengesaha
    n

    Rates of Adoption
    (Kadar Penerimaan Inovasi)

    the relative speed with which members of a

    social system adopt an innovation


    Measured by the length of time
    determined by an individuals adopter
    category

    Rogers 5 Factors (5 Faktor


    Rogers)
    Factors
    Faktor
    Relative
    Advantage
    Kelebihan relatif

    How improved an innovation is over the


    previous generation

    Compatibility
    Keserasian

    Level compatibility

    Complexity
    Kerumitan

    If innovation is too difficult to use

    Trialability
    Kebolehcubaan
    Observability
    Pemantauan

    How easily an innovation can be


    experimented

    Positive or negative reaction

    Adopter Categories
    (Kategori Penerima Inovasi)
    KATEGORI
    PENERIMA

    DEFINASI

    Innovators
    Individu-individupertamayangmengambilsatuinovasidanmembawa
    (Penginovasi/Perintis) masukkedalamsuatusistemsosial
    Early Adopters
    (Pengguna Awal)

    Kategorikeduayangpalingcepatmenggunakan/menerimainovasi

    Early Majority
    (Pengikut Awal)

    Cenderungbersikaplebihperlahandalamprosespenerimaaninovasi.

    Late Majority
    (Pengikut Lewat)

    Mendekatisuatuinovasidengansatutahapkeraguantinggi,
    curigatentangsuatuinovasisebelummenerimadanmenggguna

    Laggards (Pengguna
    Kolot / Ketinggalan)

    Kategoriterakhirmenerimasuatuinovasi,mempunyaisatu
    keenggananuntuksuatuperubahan

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