Information Technology Diffusion With Influentials, Imitators, And Opponents: Model And Preliminary Evidence,
2010
Singapore Management University
Information Technology Diffusion With Influentials, Imitators, And Opponents: Model And Preliminary Evidence, Hasan Cavusoglu, Nan Hu, Yingjiu Li, Dan Ma
Research Collection School Of Computing and Information Systems
Information technology (IT) innovations follow a diverse set of diffusion patterns. Early diffusion models explaining technology diffusion patterns assumed that there is a single homogeneous segment of potential adopters. It was later shown that a two-segment model considering two groups of adopters explains variations in diffusion patterns better than the existing one-segment models. While the two-segment model considers a group of adopters promoting adoption by exerting a positive influence on prospective adopters, it does not consider the members of society who aim to inhibit the adoption process by exerting a negative influence on prospective adopters. In fact, most IT innovations …
