Topic
Diffusion of innovations
About: Diffusion of innovations is a research topic. Over the lifetime, 2139 publications have been published within this topic receiving 191397 citations. The topic is also known as: diffusion of innovation & diffusion of innovations theory.
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TL;DR: In this paper, the authors investigate tourists' motivations for using Airbnb and find that the majority of tourists use the service for short-term stays. But they do not consider the long-term use of the service.
Abstract: Airbnb has grown very rapidly over the past several years, with millions of tourists having used the service. The purpose of this study was to investigate tourists’ motivations for using Airbnb and...
501 citations
TL;DR: In this paper, the authors found that the effects of perceived social pressure and access to expertise through help and talk were at least as important as the effect of traditional constructs in the implementation of educational innovations or reforms.
Abstract: Although the educational community has learned much about better educational practices, less is known about processes for implementing new practices. The standard model of diffusion suggests that people change perceptions about the value of an innovation through communication, and these perceptions then drive implementation. But implementation can be affected by more instrumental forces. In particular, members of a school share the common fate of the organization and affiliate with the common social system of the organization. Thus, they are more able to gain access to each others' expertise informally and are more likely to respond to social pressure to implement an innovation, regardless of their own perceptions of the value of the innovation. This article characterizes informal access to expertise and responses to social pressure as manifestations of social capital. Using longitudinal and network data in a study of the implementation of computer technology in six schools, the authors found that the effects of perceived social pressure and access to expertise through help and talk were at least as important as the effects of traditional constructs. By implication, change agents should attend to local social capital processes that are related to the implementation of educational innovations or reforms.
489 citations
TL;DR: There was poor justification of choice of intervention and use of theory in implementation research in the identified studies until at least 1998, suggesting greater use of explicit theory to understand barriers, design interventions, and explore mediating pathways and moderators is needed to advance the science of implementation research.
Abstract: There is growing interest in the use of cognitive, behavioural, and organisational theories in implementation research. However, the extent of use of theory in implementation research is uncertain. We conducted a systematic review of use of theory in 235 rigorous evaluations of guideline dissemination and implementation studies published between 1966 and 1998. Use of theory was classified according to type of use (explicitly theory based, some conceptual basis, and theoretical construct used) and stage of use (choice/design of intervention, process/mediators/moderators, and post hoc/explanation). Fifty-three of 235 studies (22.5%) were judged to have employed theories, including 14 studies that explicitly used theory. The majority of studies (n = 42) used only one theory; the maximum number of theories employed by any study was three. Twenty-five different theories were used. A small number of theories accounted for the majority of theory use including PRECEDE (Predisposing, Reinforcing, and Enabling Constructs in Educational Diagnosis and Evaluation), diffusion of innovations, information overload and social marketing (academic detailing). There was poor justification of choice of intervention and use of theory in implementation research in the identified studies until at least 1998. Future research should explicitly identify the justification for the interventions. Greater use of explicit theory to understand barriers, design interventions, and explore mediating pathways and moderators is needed to advance the science of implementation research.
474 citations
TL;DR: In this paper, the authors examined the effects of advertising on the sales growth of new, infrequently purchased products and showed that the optimal advertising policy is to advertise heavily when the product is introduced and to reduce the level of advertising as sales increase and the product moves through its life cycle.
Abstract: This paper examines the effects of advertising on the sales growth of new, infrequently purchased products. It is assumed that producer originated advertising serves to inform innovators of the existence and value of the new product while word-of-mouth communication by previous adopters affects imitators. Such a diffusion process is modeled and tested for the case of telephonic banking. It is shown that advertising accelerates the diffusion process of the new product. The implications for a firm introducing a new product and wishing to maximize its discounted profits over the product's life cycle are discussed. In particular, it is demonstrated that the optimal advertising policy is to advertise heavily when the product is introduced and to reduce the level of advertising as sales increase and the product moves through its life cycle. Evidence that such a strategy is commonly practiced by firms is cited.
457 citations