IT-based Innovation Theories

The table1 below shows that the theories for the adoption and diffusion of an IT-based innovation. Scholar name: Theory name 1. Rogers (1983, 1995) Innovation diffusion theory 2. Moore and benbasat (1991) Perceived characteristics of innovation 3. Davis (1989) Technology acceptance model 4. K won and Zmud (1987) Diffusion/ implementation model 5. Fishbein and Ajzen’s (1975) Theory of Reasoned Action (TRA) Table1 2, a list of innovation adoption theories.

Davis developed the technology acceptance model in 1989. It aims to explain the determinants of computer acceptance in general the capability of the user’s behavior across a broad range of end-user computing technologies and user populations, while being parsimonious and theoretically justified (Davis 1989).

The theory includes several theoretical backgrounds like adoption of innovations, the cost-benefit paradigm, expectancy theory, and self-efficacy theory.

At the core of the theory is the model proposed by Davis, which focuses on the perceived usefulness of technology and perceived ease of use, which plays a significant influence in adopting innovation. Figure 1. Davis' Technology Acceptance Model Davis’ TAM originated from the Fishbein and Ajzen’s Theory of Reasoned Action (TRA) model (Davis, 1989).

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The TRA model aims “to explain a broader range of behaviors based on situation specific combinations of personal beliefs and attitudes, and the effects of beliefs of others close to the individual” (Szajna, 1996).

The discussion and limitation of the theories A limitation has been found for using those theories is that “according to the research, there are only the Innovation diffusion theory (Roger, 1995) and Diffusion/ implementation model (K won and Zmud, 1987) predict the both of an individual’s adoption behavior and an organization’s adoption behavior.

” (Anand Jeyaraj, Joseph W Rottam, Mary C Lacity). The others theories predict only an individual’s adoption behavior.

In another words, the TAM and TRA only exam the innovation adoption from the individual blogger perspective. However, to eliminate the limitation, the author will choose using with the DOI theory together in order to deeply analyze the both innovation adoption by individual bloggers and organizations. Diffusion and Rogers’ Diffusion of Innovation Theory 1995 Diffusion is the process in which and innovation is communicated through certain channels over time among the members of a social system.

It is a special type of communication, in that the messages are concerned with new ideas (Rogers 1995, 5). In his works, Rogers discusses diffusion as the transfer of innovations through different media in a specific time and into different members of the social system. He also defines communication, an important and critical part of the diffusion of innovations. He defines communication in the diffusion of innovations as a process in which participants create and share information with one another in order to reach a mutual understanding.

This definition implies that communication is a process of convergence (or divergence) as two or more individuals exchange information in order to move toward each other (or apart) in meanings that they give to certain events (Rogers 1995, 6). Communication is a very important factor in the diffusion of innovations, it is a medium which must be perceived as a two way process rather as a one-way linear act, since in the diffusion of innovations, those who are yet to accept the innovations must be well adept and informed about the innovation.

Blogging is a form of innovation which involves the interaction of a whole social system in the dynamic cyberspace. Corporate blog is seen as a communication method which involves the interaction of two or more individuals or even a whole social system. Diffusion is a special type of communication in which the messages are about a new idea. This newness of the idea in the message content gives diffusion its special character (Rogers 1995, 6). From these statements come new concepts such as newness, uncertainty, and information in the context of diffusion.

While uncertainty is the degree to which a number of alternatives are perceived with respect to the occurrence of an event and the relative probability of alternatives. Uncertainty implies a lack of predictability, of structure, and of information. Rogers (1995) cites Rogers and Kincaid (1981) in the discussion of Information in the context of diffusion. Wherein, Information is a difference in matter-energy that affects uncertainty in a situation where a choice exists among a set of alternatives. Advances in technology, embodies information and reduces uncertainty about cause-effect relationships in problem solving.

Technology is information put into use in order to carry out some task (Rogers et. al. 1999, 689) As technological advances are the major factors diffused, studies have also been conducted in relation to technological transfers which is much related to the diffusion of innovations. Technology transfer is the application of information into use (Rogers 1995). As defined, technological transfer is the application of theoretical innovations into applied inputs and outputs which may be used for both commercialized and not commercialized produce or services, wherein consumers or corporations benefit.

The information that is transferred results from research that is conducted, perhaps in order for it to be applied to the development and commercialization of new or improved products or services that are sold in the marketplace by private companies (Matkin 1990). The process of technological transfer involves an interaction between the corporation and the corresponding stakeholders which benefit or which are affected by the corporation. Thus the suggestions in Rogers’ theory that there must be clear coordination through communication should be applied as reinforced by Williams and Gibson.

The technology transfer process usually involves communication between (1) a source of technology that possesses specialized technical skills, and (2) receptors who do not possess these specialized skills and who cannot create the technology themselves (Williams & Gibson 1990). Which is basically corresponding to the logical flow that technology is basically transferred to those who are not well adept to the advanced technology. A technology is a design for instrumental action that reduces the uncertainty in the cause-effect relationships involve in achieving a desired outcome (Rogers 1995, 13).

Technology often has two aspects, one is the hardware aspect and the second is the software aspect. The hardware aspect consists of a tool that embodies the technology as a material or physical object (Rogers 1995, 13). The hardware aspect often comes as the solid part of the technology, as in the case of the computer, the hardware aspect is the keyboard, the monitor, the mouse the central processing unit, semiconductors etc. The software aspect consists of the information base for the tool (Rogers 1995, 6).

The software aspect is then composed of the tools which enable the hardware to pursue its functions. As in the case of the computer, the software aspect is the codes, programs, commands, instructions, manuals, etc. Contrary to the common perception that the hardware is mostly is technology - since it is normal for humans to think only of things which they can see and hold – yet technology may be purely the software aspect or may entirely be composed only of information which is new and considerably helpful than the current design and functions of normal practices.

Examples of these technologies which may be composed of pure information are political ideologies such as Marxism and Maoism; and or religious beliefs and ideas such as Hinduism, Buddhism, Islam, etc. Corporate blog may be attributed to the software part, as there is no solid hardware present, but the computers and other equipments. It is an easy way to make organizations adopt to innovations, such technology existed for quite sometime yet there are yet a few corporations who did not join the trend of corporate blogging. Everett Rogers conceptualized the Diffusion of innovation theory in 1995.

In this theory, Rogers (1995) points out that the acceptance of an innovation depends upon certain qualities as perceived by the audience. These qualities are the relative advantage of the innovation, its compatibility with existing values and practices, its simplicity and ease of use, its trialability, and its observable results. Relative advantage is the degree an innovation is perceived as a better idea than its preceding innovations. This quality is measured in economic terms, social prestige, convenience and satisfaction (Robinson, no date).

Robinson further stresses that “the greater the perceived relative advantage of an innovation, the more rapid its rate of adoption is likely to be”. Compatibility with existing values and practices is concerned with the consistency of the innovation to the existing values, past experiences, and needs of potential adopters. If an idea is perceived to be incompatible with existing values and practices of a social system, it is less likely to be adopted. Simplicity and ease of use is the adopter’s perception on the difficulty of the innovation to understand and use. The simpler the innovation, the more rapid its rate of adoption will be.

Trialability is the degree an innovation may be experimented with on a limited basis (Robinson, no date). Trialability of an innovation reduces the potential adopter’s uncertainties about the innovation. Observable result is the degree to which an adopter sees the results of an innovation. The more visible the result is, the more likely individuals will adopt it. These are the factors that must be considered in order to create a successful innovation. In summary, innovations simply with more relative advantages, greater compatibility, trialability, observability, and less complexity will gain a higher rate of adoption.

There are four main elements in the Diffusion of Innovations as identified by Rogers (1995), these are (1) Innovation, (2), Channels, (3) Time, and (4) social system. As defined earlier, Rogers (1995, 11) defines diffusion as the process by which (1) and innovation (2) is communicated through certain channels (3) over time (4) among the members of the social system. Innovations. An innovation is an idea, practice, or object that is perceived as new by and individual or other unit of adoption.

I matters little, so far as human behavior is concerned, whether or not an idea is “objectively” new as measured by the lapse of time since its first use or discovery (Rogers 1995, 12). As Rogers (1995, 12) stresses, it should be assumed that the diffusion and adoption of all innovations are necessarily desirable. The attributes of innovations are namely, (1) Relative advantage, (2) Compatibility, (3) Complexity, (4) Trialability, and (5) Observability. Rogers (1997, 2) discussed each of the five attributes; Relative advantage is the degree to which innovation is perceived as better than the idea it supercedes.

Individuals evaluate new ideas in relationship to the ideas with which they are familiar; compatibility as the degree to which an innovation is perceived as similar to the individual’s past experiences, values and beliefs; Complexity as the degree to which an innovation is perceived as difficult to understand and use; Trialability as the degree to which an innovation is perceived as divisible by the individual for purposes of gaining personal experience with it; and observability as the degree to which an innovation is perceived as highly visible to others.