hcc lesson7

Human Centered Computing

@ Sónia Sousa, 2014 1

IFI7172, Lesson 7

Objective

• The objective of this lesson is to

– Address the fundamental notions behind the Diffusion of Innovation theory.

• Lecture (45m)

– Finish the second case study 2 (task 3); (45m)

– present the fourth and final reading assignment. (5m)


DIFFUSION OF INNOVATION

Fundamental notions


Contextualization

• So… yesterday we played a reflection “game”

– Match initial propose and validated Heuristics with layers of development

• Conclusions

Main Ideas

• It is unrealistic to match– Heuristics with layers of development

• As all layer are intertwined – And take parte of a bigger part

» The “HUMAN”

– Some heuristics need to come together– As one is a complement of the other and VS

• Some heuristics can be implemented from different development perspectives– Providing a technical affordance (lower layer)

– Fostering a personal/individual perception (upper layer)

Main Ideas

• It is unrealistic to assess heuristics as– Positive or negative (+/-) in terms of influence as

• This influence depend on the user perception– How user perceive the visual cues provided by the technical part

of the system

– How user perceive the visual cues provided by the socio part of the system

» the context of use and the goal desire

• Social, professional, educational; and

• On what I expected to gain when using it

• Social status

• Competency (knowledge or skills)

• Time efficiency

Technology acceptance model

• Connection with our finds

– When we design a STS we design it to be adopted/accepted

• But, that not necessary happens

– There is a gap between goal desire and action intentions


• This model has 2 main ideas behind

– HOW and WHEN they they will use it

• Our findings say

– How depends on • How we use

– Context

» Social, professional, educational

– The need for using

» Õis example

– When depends on

• Our expectations– What we gain when

using it

» Social status

» Competency (knowledge or skills)

» Time efficiency


• What we have learned

– First version of TAM replaced

• TRA’s measures attitude; and

• TPB links beliefs and behaviors by

• TAM added the technology acceptance measures– ease of use, and usefulness (pragmatic/practical)

– 2007

• Bagozzi proposes The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift

This model was upgraded until 2003 - UTAUT

TAM paradigm shift

• Our intentions are– triggered by Goals (expectations) that regulates

• our intentions to perform an activity;

– influenced (+/-) perceptions• Self-regulation external factors

• Our intentions reflect – By our actions (more or less predispose to)

õisSocial or self-conscious emotions; social identity; caring, love, and empathy

Overall vision UTAUT

Self-regulation external factors

Action desires (predisposition to)

Decide to act more or less

Observable visual cues

Social or self-conscious emotions; social identity; caring, love, and empathy

Unified theory of acceptance and use of technology

Diffusion of innovation theory

• Connection with our finds as– Roger research claims that

• adoption and adaptation of usability evaluation methods– cannot be fully understood devoid of context

» As they do not offer the

» contextual factors such as

• application domains,

• organizational factors and project constraints

– Do not help to understand

» The gap between intentions to use and real use

» The Self-regulation external factors

Diffusion of innovations

• Key questions:

– What is the rate of adoption and innovation?

– What variables affect this rate?

– How does policy affect diffusion?

– How consumers adopting the new technology

Diffusion of innovation

• Emerges from the diffusion concept

– The act of spreading something more widely

• (1) Adoption of innovation

• (2) Technology transfer

• This theory focus on

– explaining how, why, and at what rate new ideas and technology spread through cultures

Diffusion of Innovation

• An innovation is

– an idea, practice, or object that is perceived as new by an individual or other unit of adoption.

• Diffusion is defined

– as the process by which

• (1) an innovation; is

• (2) communicated through certain channels;

• (3) over time; and

• (4) among the members of a social system.

Everett Rogers view

How a new idea is spread

• Elements that influence the spread of a new idea:

– Innovation

– Adopters

– Communication channels

– Time

– Social system

• This process relies heavily on human capital

Innovation happens when

• An new idea, practice, or object is perceivedas new by an individual

• Characteristics for adopt innovation– Potential adopters evaluate an innovation based

on:• The perceived efficiency

• Compatibility with the pre-existing system

• Efforts expectancy or learnability,

• Trialability or testability

• Facilitation conditions

So adopter have

• Their role in How new ideas are spread.– Starts in the Adopters

• Can be individuals; or • Organizations (businesses, schools, hospitals, etc.), • Social networks clusters; or • Countries.

• They help in the diffusion process– To assess

• (1) an innovation; and• (2) communicated through certain channels;

– Instigate other adopter to adopt the innovation• (3) over time; and• (4) among the members of a social system.


• Elements that influence the spread of a new idea:

– Adopters

• Innovators

• Early adopters

• Early majority

• Late majority

• Laggards

– Communication channels

• channels that allows you to transfer information from one unit to the other in a efficient way

Accept innovation

Fast

Slow


• Other elements that influence the spread of a new idea: – Time

• Time is a variable necessary for innovations to be adopted; – Technology adoption rarely comes instantaneously. – the adoption degree in time is measured by

» time of adoption» number of new product adopted in a interval of time

– Social system combine• external influences

– mass media, organizational or governmental mandates; and

• internal influences – strong and weak social relationships, distance from opinion

leaders.

ADOPTERS

There are different profiles of adopter some adopt innovation relatively earlier than others

Type of adopters

Innovators

• the first individuals to adopt an innovation. – are willing to take risks,

• Profile: – young in age,

– Highest social class,

– Great financial lucidity

– closest contact to scientific sources

– Interact with other innovators.

Early adopters

• Second category of individuals who adopt an innovation

– Take the leadership role among other adopters

• Profile

– young in age

– higher social status,

– more financial lucidity,

– advanced education,

– more socially forward than late adopters

Type of adopters

Early majority

• Adopt an innovation after a varying degree of time. – Third in adoption curve

• Innovators/early adopters

• Profile:– Slower in the adoption

process,

– above average social status,

– contact with early adopters,

– show some opinion leadership.

Late majority• adopt an innovation after the

average member of the society.– Approach innovations with a

high degree of skepticism

• Profile: – typically skeptical in the

adoption– below average social status,– very little financial lucidity,– late contact with the majority

of adopters– Very little opinion leadership.

Type of adopters

Laggards • the last to adopt an

innovation. – have an aversion to change

• Profile:– advanced in age. – tend to be focused on “traditions”,

– lowest social status,– lowest financial fluidity, – Contact only family and close

friends,– show little to no opinion

leadership.

• Innovators

• Early adopters

• Early majority

• Late majority

• Laggards

Accept innovation

Fast

Slow

Adopter classes

• Innovators - 2.5%

• Early adopters – 13.5%

• Early majority – 34%

• Late majority – 34%

• Laggards – 16%

Innovation success

• Relative advantage– Success is related with

• appeal to adopter needs

• Compatibility– consistent degree

• Adopt existing values; and

• Adopt past experience

• Complexity – perceived degree of

• difficulty to understand and use

• Trialability– make trials easy for new

products • without economic risk to the

consumer

• Observability– Social visibility degree

• For using a new product to friends and neighbours

What to observe

• Hardware

– the physical and tangible aspects of a product

• Software

– Understanding individuals’ values and lifestyles

• Characteristics that encourage rejection – Value barrier

– Usage barrier

– Risk barrier

What to observe

• The value chain– By creating a‘value chain’ we are assuring

• Our differentiation in the market because we are– Adding critical attributes that are important to the consumer

• Economic determinants– Benefits

• Costs

• Risk and uncertainty/information

• Environment and institutions

• market and/or regulations

Griliches’ (1957)

Cockton, G., & Vermeeren, A. (2013).

What to observe

Personality and attitude• Empathy

• Ability to deal in abstraction

• Rationality

• Intelligence

• Favorable attitude towards change

• Ability to cope with uncertainty

• Favorable attitude towards education

• Favorable attitude towards science

• High aspirations

Communication variables

• Social participation

• Interconnectedness with the social system

• Cosmopoliteness

• Mass media exposure

• Exposure to interpersonal communication channels

• Knowledge of innovations

• Opinion leadership

• Belonging to highly interconnected systems

The Adoption – Decision ProcessEverett Rogers

Confirmation

Knowledge

Persuasion

Decision

Implementation

Communication channels

Diffusion of innovation model.Source: Rogers (1995)

READING ASSIGN 4

Diffusion of Innovation

Reading assignment 4

• Selecting the papers– see the resources available in eliademy

• Note:– You can use your own sources. It is up to you.

• But please justify

• After selecting the article to read – Go to ID Key concepts

– Verify if no one else chose the same article; and• If not

– add your name and source to the list


https://docs.google.com/a/tlu.ee/document/d/1blpElm-Sqbn5SgTH7gLepFJ-WrurkyAO1k6jwoRZKfc/edit?usp=sharing

hcc lesson7

Education