DOI

The Diffusion of Innovations theory is one the most influential models in understanding how an innovation infiltrates a population. The theory explains “the process by which an innovation is communicated through certain channels over time among the members of a social system” (Rogers 1995). The model was developed by Rogers drawing on a wide range of research. 

Rogers provides a broad structure in understanding individual adoption and, collectively, diffusion and has influenced several other theories of adoption and diffusion (Boyne et al., 2005; Deffuant et al., 2005; Pennington, 2004; Venkatesh et al., 2003).  

Diffusion as defined by Rogers 2003, is the process through which an innovation is communicated through certain channels over-time among the members of a social system. Rogers work was first published in 1962. There are four main elements in the diffusion of innovation model, and they are: 

1. The innovation 

2. Communication channels 

3. Time 

4. A social system 

In addition to this there are five adopter categories which are illustrated in Figure 11 and 12. 

Figure 11 DOI Theory Graph, (Kaminski, 2011, no pagination) 

Figure 12 Diffusion of Innovation (Link opens in a new window)

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