Innovation Diffusion Theory (IDT)
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Innovation Diffusion Theory (IDT)
This theory is considered by many as it describes and studies the innovations in the areas like agricultural tools, organizational ending to information systems (Lu et al., 2003). The innovation diffusion theory underwent various modifications until the most widely accepted model was identified by Rogers (1962; 1995). Rogers (1983) intends to explain the various adoption patterns to describe the mechanism of adoption and facilitating the prediction of successful new invention in the diffusion of innovation theory.
Chwelos et al (2001) states that this view can be out looked to cover ‘technological’ point as it has the ability to identify concepts, entities and techniques of information technology and is been utilized as a theory for many Information system (IS) research projects.
Rogers (1995) observes five significant characteristics of innovations which are (1) relative advantage (the rate at which innovation is characterised to be better than sensed out), (2) compatibility (the degree to which an innovation is carried out in a consistent way with the prevailing values, previous experiences and requirements of potential adopters, (3) complexity (the degree to which an innovation is sensed to understand and usage), (4) trial ability (the degree to which an innovation could be investigated on limited basis) and (5) observability (the degree to which the results of an innovation are visible to others). A substantial subject on IT acceptance and adoption has evoked as a result of Rogers’ work (Brancheau, 1987; Brancheau and Wetherbe, 1990; Cooper and Zmud, 1990; Huff and Munro, 1985; Kwon and Zmud, 1987).
The past research comprises the work of Brancheau and Wetherbe (1990) who conducted tests at the individual level at which innovation diffusion theory has been extensively investigated. In addition, Huff and Munro (1985) identified that the much improved Rogers’ model yielded a good description of the IT assessment and the process of adoption.
Roger’s model is appropriate to both in IT implementation and organizations also, though they were actually targeted with individual level adoption (Attewell, 1992; Brancheau and Wetherbe, 1990). There are many other studies in application to diffusion theory (Attewell, 1992; Brancheau and Wetherbe, 1990; Kwon and Zmud, 1987; Tornatzky and Klein, 1982).
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