St.

Paul University Philippines

Tuguegarao City, Cagayan 3500

MIT_IM405 – Emerging Information Technology

Semester 3, AY 2018-2019

Student ID: 2013-01-03251 Date of Submission (03-21-19):

Student Name: William L. Sabug, Jr. Professor: Dr. Amando P. Singun, Jr.

Diffusion of Innovation Theory

Diffusion of innovations is a theory profound by Everett Rogers that seeks to explain how,
why, and at what rate new ideas and technology spread. Rogers argues that diffusion is the process
by which an innovation is communicated over time among the participants in a social system. For
Rogers, adoption is a decision of “full use of an innovation as the best course of action available”
and rejection is a decision “not to adopt an innovation”. Rogers defines diffusion as “the process
in which an innovation is communicated thorough certain channels over time among the members
of a social system”. As expressed in this definition, innovation, communication channels, time,
and social system are the four key components of the diffusion of innovations.

Adoption of a new idea, behaviour, or product (i.e., "innovation") does not happen
simultaneously in a social system; rather it is a process whereby some people are more apt to adopt
the innovation than others. Researchers have found that people who adopt an innovation early
have different characteristics than people who adopt an innovation later. When promoting an
innovation to a target population, it is important to understand the characteristics of the target
population that will help or hinder adoption of the innovation.

Uses and Gratification Theory

"Uses and Gratification Theory” or “need seeking" is one of the theories of

communications that focuses on social communications. This theory adapts a functionalistic
approach to communications and media, and states that media's most important role is to fulfill the
needs and motivations of the audience. Therefore, the more these needs are met, the more
satisfaction is yielded.

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 St. Paul University Philippines
Tuguegarao City, Cagayan 3500

Uses and gratifications theory (UGT) is an approach to understanding why and how people
actively seek out specific media to satisfy specific needs. UGT is an audience-centred approach to
understanding mass communication. Diverging from other media effect theories that question
"what does media do to people?", UGT focuses on "what do people do with media?" It postulates
that media is a highly available product and the audiences are the consumers of the same product.

Media Richness Theory

Media Richness Theory is used to describe a communication media with the ability to
reproduce the information sent over it. And Technology Adoption cycle as a bell shaped curved
that defines the quantity of consumers over time. This shows how we all trust technology in our
daily life that it has become a vital part of us. We rely on the convenience it offers, to the comfort
it brings and the self-confidence it develops. That’s why the best technological infrastructure or
software is a competitive advantage. Businessmen preys over our wants and needs. They
commercialized those needs knowing we will be willing to pay in exchange of service.

Technology Adoption Life Cycle

The technology adoption life cycle is a sociological model that describes the adoption or
acceptance of a new product or innovation, according to the demographic and psychological
characteristics of defined adopter groups. The process of adoption over time is typically illustrated
as a classical normal distribution. The model indicates that the first group of people to use a new
product is called “innovators,” followed by “early adopters”. Next come the early majority and
late majority, and the last group to eventually adopt a product are called “laggards”.

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