Current diffusion of innovations theory states that knowledge is a key first stage in the adoptive process of an innovation. However, the fact that different types of knowledge may be relevant to different adopter categories does not appear to have been investigated. In this study, the concept of process knowledge is introduced into the adoptive process of an innovation. The study object was digital terrestrial television (DTT). Data were gathered at eight data gathering points in an 18-month study period. Three different types of process knowledge were identified at different stages: the help knowledge stage, the customer participation knowledge stage, and the interaction knowledge stage. In this study, it is suggested that the following three questions are the ones that majority adopters and laggards want to be answered in the knowledge stage: (1) What is the innovation? (2) What do I need to do to adopt? and (3) Who can help me in the adoptive process? With answers to these questions, consumers have the knowledge that may help speed up the rate of adoption of an innovation. This has practical implications in communication management, for instance, for change agents who are framing messages.
Part of the book: Digital Communication Management
This study focuses on how culture may influence the rate of adoption of a television innovation, which is also a service innovation. The starting point is to understand theoretically what consumers may perceive they adopt when they adopt an innovation such as digital terrestrial television (DTT). To understand this, service theory is introduced to help define DTT in the eye of the consumers. The proposition is that a country’s culture may affect the rate of adoption of a service innovation no matter how the service innovation is perceived, but if the service innovation is perceived as part of or connected to a service offering that is broadly founded in the culture, there may be a stronger motivation to adopt the service innovation. The study introduces a novel approach to analyse culture in an innovation diffusion context by selecting 10 cultural variables that may have an influence on the rate of adoption of DTT in Denmark. The empirical part of the study concludes that these 10 cultural variables can play a role in innovation diffusion.
Part of the book: The Future of Television