By Emma and Fay
From the model of the Diffusion of innovation, it shows the percentage of adopter raises as time flies.
The five stages represented five different groups:
(1) technology enthusiasts(innovators):venturesome; able to cope with uncertainty
(2) visionaries(Early adopters): respected by peers; judicious about innovations
(3) pragmatists(Early majority) :deliberate before adopting
(4) conservatives(Late majority):skeptical; economic necessity or peer pressure
(5) Skeptics(Laggards) :traditional values; decisions based on what’s been done previously
In order to shorten the time of adoption or raise the percentage of early adopters, five perceived attributes of innovations need to be considered: relative advantage, Compatibility ,complexity, Trialability, Observability. And Relative advantage and compatibility are particularly important in explaining an innovation’s rate of adoption(Rogers, E. M. (2003)
I realized one interesting phenomenon related with this model. In some organizations, when one new idea or product appears, the visionaries and pragmatists behaviors seem not have a huge gap, but the essences differs. For example, in my former university, when the university decided open a platform for students to upload and download videos mainly about learning materials. At the beginning, early adopters (visionaries) are usually active net-fans students who were totally agreed and began to be active in the platform. Then almost all of materials were movies including some Chinese forbidden movies. Then the early majority (pragmatists) were mainly school teachers, they found something not good then came up with some rules. Actually they made the platform more formally. In this case, I have to say, the biggest difference between these two categories whether they adopt the new thing in an intellectual way. That is visionaries see new things with their eye closed while pragmatists with their eyes open.
There is also an interesting difference between these two
This also indicates some key points about how can we attract more people at the beginning and these people are more like pragmatists instead of visionaries in learning situation. Because learning adoption is not like selling products, learning keeps more attention on quality rather than numbers in my mind.
Crossing the chasm is another important concept which Moore
Moore suggests techniques to successfully cross the "chasm," including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, choosing the most appropriate distribution channel and pricing.( From crossing the chasm)
Under the new educational resource implementation, we cannot ignore the chasm between different levels of adoption groups.
It helps us to understand each category more clearly.
At Last, in Roger’s Book, the following formula is pretty clear to guide a more rapid adoption.
Greater [relative advantage, compatibility, trialability and observability] + Less [complexity] = More rapid adoption
References：
Rogers, E. M. (2003). Diffusion of Innovations (5th Ed). New York
Geoffrey A. Moore Crossing the chasm
The difference between visionaries and pragmatists is that the latter is more cautious than the former, in order to make the latter accept innovation, the proposer must proposal a detailed plan about change. In the paper, it should be included the advantage of change, the result of change, the benefit people can get after the plan take action. If people clearly understand and can pre-see the good future, I am sure the rate of innovation would be increased and improved
ReplyDeleteYes Emma, When we analyze the Roger's model and the chasm, we cannot totally cross the blocks while we can reduce gaps among groups. But I am worried about that, when people advertise the new technology, some antis would come out and enlarge its shorts. This would stop some early mojority's steps.~~~What's your idea?
ReplyDeleteI would say a real planed project can not be beaten in whatever aspects
ReplyDelete