Process Knowledge in the Innovation-Decision Period

Henrik Vejlgaard
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引用次数: 3

Abstract

Current diffusion of innovations theory states that knowledge is a key first stage in the adoptive process of an innovation. However, the fact that different types of knowledge may be relevant to different adopter categories does not appear to have been investigated. In this study, the concept of process knowledge is introduced into the adoptive process of an innovation. The study object was digital terrestrial television (DTT). Data were gathered at eight data gathering points in an 18-month study period. Three different types of process knowledge were identified at different stages: the help knowledge stage, the customer participation knowledge stage, and the interaction knowledge stage. In this study, it is suggested that the following three questions are the ones that majority adopters and laggards want to be answered in the knowledge stage: (1) What is the innovation? (2) What do I need to do to adopt? and (3) Who can help me in the adoptive process? With answers to these questions, consumers have the knowledge that may help speed up the rate of adoption of an innovation. This has practical implications in communication management, for instance, for change agents who are framing messages.
创新决策期的过程知识
当前的创新扩散理论认为,知识是创新采用过程中关键的第一个阶段。然而,不同类型的知识可能与不同的采用者类别相关这一事实似乎并没有得到调查。本研究将过程知识的概念引入到创新的采用过程中。研究对象为数字地面电视(DTT)。在18个月的研究期间,在8个数据收集点收集数据。在不同阶段识别出三种不同类型的过程知识:帮助知识阶段、客户参与知识阶段和交互知识阶段。在本研究中,建议以下三个问题是大多数采用者和落后者在知识阶段想要回答的问题:(1)什么是创新?(2)收养需要做什么?(3)谁能在收养过程中帮助我?有了这些问题的答案,消费者就有了知识,这可能有助于加快创新的采用速度。这在通信管理中具有实际意义,例如,对于构建消息的变更代理。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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