A call for Return to Rogers’ Innovation Diffusion Theory
This paper argues that Rogers’ Innovation Diffusion Theory (IDT) is
the original theory for guiding research on innovation diffusion and/ or adoption, from which the more recent theories have been derived. Hence, the paper suggests a framework based on the IDT, and derives 14 hypotheses for future research, basing on a review of recent literature. The framework divides the correlates of diffusion and/ or adoption of innovations into three categories: individual adopter characteristics, perceived innovation characteristics and social system or organizational characteristics. In terms of individual adopter characteristics, it is hypothesized that interaction with change agents, training and cosmopolitanism positively relate to the adoption of innovations, while age and income are negatively and positively related to the adoption of innovations respectively. Gender is related to the adoption of innovations in a way that males are more apt. Regarding perceived innovation characteristics, the perceived relative advantage, compatibility, user friendliness and ‘observability’ are postulated to be positively related to the adoption of innovations. On organizational characteristics, it is postulated that each of organizational readiness for change, culture, size and leader’s change management style is positively related to the adoption of innovations. Gaps in the studies reviewed are highlighted.
Keywords: Innovation Diffusion Theory; Everett Rogers; Adoption.