?Diffusion(擴(kuò)散，傳播) of Innovations

之前所學(xué)習(xí)的理論多用于預(yù)測健康行為，但如何促進(jìn)(spread)健康行為(especially new)呢？(No subjective norms,No observational learning)

學(xué)習(xí)重點：DOI理論的組成要素；實踐過程；影響因素；具體應(yīng)用。

Diffusion of Innovation Theory(DOI)

舉例：維生素C與壞血病，經(jīng)過256年才得到傳播

Issue Concepts-->Practice：Too long for proven; not implement in other setting; less become routine practice.

Definitions:

· Diffusion:process (an innovation is communicated through certain channels over time among the members of a social system).

· Dissemination: Planned, systematic efforts designed to make a program or innovation?(more widely available to a target audience or members of a social system).

Diffusion is the direct or indirect outcome of dissemination.

Elements:

1. Innovation: An idea, practice, or object that is perceived as new by an individual.

? ? Factors that influence adoption of an innovation:

? ? · Relative Advantage: an innovation is better

? ? · Compatibility: consistent with the values,experience, and needs of the potential adopters.

? ? · Complexity:

? ? · Triablity:

? ? · Observability:

??

2. Communication channels

3. Social System:?

4. Time

· Innovation-decision process : Knowledge Persuasion Decision Implementation Confirmation?

· Innovativeness of an individual: Innovators, Early adopters, Early majority, Late majority, Laggards.

· Rate of adoption:?