作者：Terry Messmer 8 年以前
494
Diffusion of Information
Diffusion of Innovation
The Tipping Point
To change prevailing attitudes about an innovation, it is best to persuade opinion leaders
To eliminate a deficit of awareness of an innovation, mass media channels are most appropriate.
Persuading opinion leaders is the easiest way to foment positive attitudes toward an innovation.
The Social System
Change agent is an individual who
attempts to influence clients' innovation-decisions
Individual is able to influence informally other individuals' attitudes
Constitutes a boundary within which an innovation diffuses
A set of interrelated units that are engaged in joint problem-solving to accomplish a common goal.
Time
Innovativeness
Laggards 16%
Late Majority 34%
Early Majority 34%
Early Adopters 13.5%
Innovators 2.5%
Innovation-decision process.
Confirmation
Implementation
Decision
Persuasion
Knowledge
Rate of Adoption
Communication Channels
Evaluation based on opinions of near-peers who have adopted the innovation rather than professional surveys.
Means by which information gets from one individual to another.
Individuals create and share information
Innovation
Observability to those withing the social system
Trialibility
Complexibility
Compatibility
Relative Advantage
