How is diffusion defined in Rogers Model?
Diffusion is a process by which an innovation is communicated through certain channels over time among the members of a social system. The definition indicates that: • The adopters can be an individual, groups, or organization at different levels of social system. • The target is innovation • The process is communication • The means is communication channels • The context of innovation is a social system • It is a change over time. How can we categorize different types of adopter? • Innovators (risk takers) • Early adopters (hedgers) • Early majority (waiters) • Late majority (skeptics) • Late adopters (slowpokes) What are the factors affecting the rate of adoption of an innovation? According to Rogers (1995), there are five major factors affecting the rate of adoption: • Perceived Attributes of Innovation An innovation is a idea, practice or object that is perceived as new by an individual or other unit of adoption. How the adopter perceived characteristics of the innovation has impac
