Bss-techdiffusion-focars85
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- Words: 1,428
- Pages: 29
Bharat S. Sontakki ([email protected])
Outline
Introduction
Concepts:
Technology, Innovation, Diffusion and Adoption
Other important terminologies:
Re-invention, Over adoption, Rate of adoption / diffusion
Technology attributes
Consequences of technology adoption
Implications for researchers
FAQs – FFT?
Technology adoption - Extent?
Why all technologies are not adopted?
Why all the farmers do not adopt technologies?
Why technologies are not adopted at the same time by all the farmers?
How technologies are adopted by the farming community? or How a technology diffuses in a farming community?
Which factors influence technology adoption & diffusion?
Technology Development & Transfer Continuum
The Iowa Hybrid Corn Study (Ryan and Gross, 1943)
What was this study all about?
It studied how hybrid corn technology diffused Documented stages in technology adoption process Reported time lag in technology diffusion
The Iowa Hybrid Corn Study (Ryan and Gross, 1943)
What is so special about this study? First documented evidence on how technology diffuses Reported findings.
thought
It set a trend for diffusion research.
provoking adoption
&
In the history of research management, it is the first instance that agricultural science provided initiative to other areas such as medicine, consumer research, education, industrial and management research.
What is technology? In the context of agriculture, technology can be defined as any research finding or information which has some practical utility for the users, and which has been tested as feasible, proved monetarily profitable, socially acceptable and environmentally friendly under users' conditions. Software Hardware Human-ware
What is innovation? Any idea, knowledge, practice, product, process, etc. which is perceived as new by the users and having some utility in improving livelihood. Innovation is a process of generating, accessing and putting knowledge into use – Wide range of actors – Nature of interactions and relationships – Institutions (habits and practices that determine interactions) – Policies and the facilitating environment
Concept & Importance of Technology Diffusion
What is Diffusion? It is the process by which innovations spread among the members of a social system over a period of time through certain communication channels. It is a special type of communication. It is a kind of social change whereby alterations occur in the structure and functions of a social system.
Concept & Importance of Technology Diffusion
Elements in Diffusion Process Innovation (Technology) Communication through certain channels Over a period of time Members of a social system
Concept & Importance of Technology Diffusion
What is Adoption? It is a decision to make full use of technology as the best course of action. It is the process through which an individual (or other decision making unit) passes from first knowledge of a technology to forming an attitude towards the technology, to a decision to adopt or reject, to implementation of the technology and to confirmation of the decision. A.k.a the technology-decision process / innovation decision process.
Steps in Technology Adoption Process Awareness Interest Evaluation Trial Adoption
Passive
Rejection Active
Discontinuance Replacement
Disenchantment
Forced
Related terminologies
Technology-decision period Time taken to make decision on technology use. Time elapsing from awareness-knowledge of a technology
to decision for an individual is measured in days, months and years. The period is, thus, a gestation period during which a new
idea ferments in an individual's mind.
Related terminologies
Re-invention It is the degree to which a technology is changed or modified by a user in the process of its adoption and implementation. Re-invention is beneficial to adopters. It encourages customization of the technology to fit it more appropriately to local conditions.
Related terminologies
Re-invention It occurs because of the following reasons: complexity of the technology. adopter's lack of detailed knowledge about the technology. it is a general concept / tool with many possible applications. tendency of local pride (pseudo re-invention). technology advocate influences the clients to modify it.
Related terminologies
Over-adoption It is the adoption of a technology by an individual when experts feel that he or she should reject. It occurs because of the following reasons: Insufficient knowledge about new technologies (of similar nature) on the part of the adopter. Inability to predict the consequences. Status-conferring aspect of the technology.
Related terminologies
Rate of adoption
Relative speed with which a technology is adopted in a social system.
Length of time required for a certain percentage of members of a system to adopt an innovation.
It is generally measured as the number of individuals who adopt a technology in a specific period.
Adopter Categories Innovators
02.5%
Early adopters
13.5%
Early majority
34.0%
Late majority
34.0%
Laggards
16.0%
Rate of adoption is influenced by
Perceived attributes of innovation
Types of technology-decision
Communication channel (mass media and/or interpersonal)
Nature of the characteristics
Extent of change agents' promotion efforts
social
system
&
members’
Perceived attributes explain about 49 to 87 per cent of variation in the rate of adoption.
Related terminologies
Attributes of Technology These are characteristics of a technology which describe it. Character of technology is itself an important determinant of its rate of adoption and diffusion. It is the users’ perception of the attributes of technologies, not the attributes as classified by scientists, that affect their rate of adoption.
Related terminologies
Attributes of Technology
Relative advantage: degree to which a technology is perceived as better than the technology it supersedes. It is often expressed in terms of economic profitability of the technology.
Compatibility: It is the degree to which a technology is perceived as consistent with the existing values, past experiences and needs of potential adopters.
Complexity: It is the degree to which a technology is perceived as relatively difficult to understand and use.
Related terminologies
Attributes of technology
Trialability: It is the degree to which a technology may be experimented with, on a limited basis as perceived by the users.
Observability: It is the degree to which results of a technology are visible as perceived by users.
Predictability: It is the degree to which a technology is perceived as predictable in terms of the consequences.
Related terminologies
Consequences of technology adoption
Typology 1. Desirable v/s undesirable 2. Positive v/s negative 3. Anticipated v/s unanticipated
Related terminologies
Technology-decisions: Typology
Optional technology-decisions
Collective technology-decisions
Authority technology-decisions
Although made more rapidly, authority decisions are often circumvented during their implementation.
Optional decisions are made more rapidly than collective decisions.
Factors influencing adoption of technologies
Personal factors
Situational / demographic factors
Socio-economic factors
Psychological factors
Perceived technology attributes
Factors influencing adoption of technologies Factor Education Literacy Higher social status Larger size units Commercial economic orientation Favourable attitude to credit Favourable attitude to change Favourable attitude to education Social participation Cosmopoliteness Change agent contact Mass media exposure Exposure to interpersonal channels Active information seeking Knowledge of innovations Opinion leadership
Number of studies 275 38 402 227 28 25 57 31 149 174 156 116 60 14 55 55
% of studies 74 63 68 67 71 76 75 81 73 76 87 69 77 86 76 76
Implications Technologies are to be developed for diffusion.
The attributes of technology have a bearing on rate of adoption.
The strategy should be to develop technology which will have maximum positive perception on the five attributes.
Complexity of technology should be eliminated as it has negative effect on the rate of adoption.
Technology re-invention is unavoidable. Hence it is necessary to study on the experiment stations
the economics of reinvented technologies and
the various consequences of technologies.
Implications The technology should be tested for feasibility to specific regions and only then it should be released for diffusion.
A technology is discontinued when a better technology is available.
a second thought should be given when developing similar type of technology to solve the same problems so as to avoid replacement discontinuance.
New technology should be properly tested (OFTs, MLTs, FLDs, etc.) and compared with already existing technology before it is released for a specific region to avoid disenchantment discontinuance.
Implications Over-adoption occurs due to lack of knowledge of consequences.
Hence consequence of technology should be found out before it is recommended for adoption.
Rate of adoption is positively influenced by optional technology decision.
Attempts should be made to develop technology which will be optional technology-decision type.
Outline
Introduction
Concepts:
Technology, Innovation, Diffusion and Adoption
Other important terminologies:
Re-invention, Over adoption, Rate of adoption / diffusion
Technology attributes
Consequences of technology adoption
Implications for researchers
FAQs – FFT?
Technology adoption - Extent?
Why all technologies are not adopted?
Why all the farmers do not adopt technologies?
Why technologies are not adopted at the same time by all the farmers?
How technologies are adopted by the farming community? or How a technology diffuses in a farming community?
Which factors influence technology adoption & diffusion?
Technology Development & Transfer Continuum
The Iowa Hybrid Corn Study (Ryan and Gross, 1943)
What was this study all about?
It studied how hybrid corn technology diffused Documented stages in technology adoption process Reported time lag in technology diffusion
The Iowa Hybrid Corn Study (Ryan and Gross, 1943)
What is so special about this study? First documented evidence on how technology diffuses Reported findings.
thought
It set a trend for diffusion research.
provoking adoption
&
In the history of research management, it is the first instance that agricultural science provided initiative to other areas such as medicine, consumer research, education, industrial and management research.
What is technology? In the context of agriculture, technology can be defined as any research finding or information which has some practical utility for the users, and which has been tested as feasible, proved monetarily profitable, socially acceptable and environmentally friendly under users' conditions. Software Hardware Human-ware
What is innovation? Any idea, knowledge, practice, product, process, etc. which is perceived as new by the users and having some utility in improving livelihood. Innovation is a process of generating, accessing and putting knowledge into use – Wide range of actors – Nature of interactions and relationships – Institutions (habits and practices that determine interactions) – Policies and the facilitating environment
Concept & Importance of Technology Diffusion
What is Diffusion? It is the process by which innovations spread among the members of a social system over a period of time through certain communication channels. It is a special type of communication. It is a kind of social change whereby alterations occur in the structure and functions of a social system.
Concept & Importance of Technology Diffusion
Elements in Diffusion Process Innovation (Technology) Communication through certain channels Over a period of time Members of a social system
Concept & Importance of Technology Diffusion
What is Adoption? It is a decision to make full use of technology as the best course of action. It is the process through which an individual (or other decision making unit) passes from first knowledge of a technology to forming an attitude towards the technology, to a decision to adopt or reject, to implementation of the technology and to confirmation of the decision. A.k.a the technology-decision process / innovation decision process.
Steps in Technology Adoption Process Awareness Interest Evaluation Trial Adoption
Passive
Rejection Active
Discontinuance Replacement
Disenchantment
Forced
Related terminologies
Technology-decision period Time taken to make decision on technology use. Time elapsing from awareness-knowledge of a technology
to decision for an individual is measured in days, months and years. The period is, thus, a gestation period during which a new
idea ferments in an individual's mind.
Related terminologies
Re-invention It is the degree to which a technology is changed or modified by a user in the process of its adoption and implementation. Re-invention is beneficial to adopters. It encourages customization of the technology to fit it more appropriately to local conditions.
Related terminologies
Re-invention It occurs because of the following reasons: complexity of the technology. adopter's lack of detailed knowledge about the technology. it is a general concept / tool with many possible applications. tendency of local pride (pseudo re-invention). technology advocate influences the clients to modify it.
Related terminologies
Over-adoption It is the adoption of a technology by an individual when experts feel that he or she should reject. It occurs because of the following reasons: Insufficient knowledge about new technologies (of similar nature) on the part of the adopter. Inability to predict the consequences. Status-conferring aspect of the technology.
Related terminologies
Rate of adoption
Relative speed with which a technology is adopted in a social system.
Length of time required for a certain percentage of members of a system to adopt an innovation.
It is generally measured as the number of individuals who adopt a technology in a specific period.
Adopter Categories Innovators
02.5%
Early adopters
13.5%
Early majority
34.0%
Late majority
34.0%
Laggards
16.0%
Rate of adoption is influenced by
Perceived attributes of innovation
Types of technology-decision
Communication channel (mass media and/or interpersonal)
Nature of the characteristics
Extent of change agents' promotion efforts
social
system
&
members’
Perceived attributes explain about 49 to 87 per cent of variation in the rate of adoption.
Related terminologies
Attributes of Technology These are characteristics of a technology which describe it. Character of technology is itself an important determinant of its rate of adoption and diffusion. It is the users’ perception of the attributes of technologies, not the attributes as classified by scientists, that affect their rate of adoption.
Related terminologies
Attributes of Technology
Relative advantage: degree to which a technology is perceived as better than the technology it supersedes. It is often expressed in terms of economic profitability of the technology.
Compatibility: It is the degree to which a technology is perceived as consistent with the existing values, past experiences and needs of potential adopters.
Complexity: It is the degree to which a technology is perceived as relatively difficult to understand and use.
Related terminologies
Attributes of technology
Trialability: It is the degree to which a technology may be experimented with, on a limited basis as perceived by the users.
Observability: It is the degree to which results of a technology are visible as perceived by users.
Predictability: It is the degree to which a technology is perceived as predictable in terms of the consequences.
Related terminologies
Consequences of technology adoption
Typology 1. Desirable v/s undesirable 2. Positive v/s negative 3. Anticipated v/s unanticipated
Related terminologies
Technology-decisions: Typology
Optional technology-decisions
Collective technology-decisions
Authority technology-decisions
Although made more rapidly, authority decisions are often circumvented during their implementation.
Optional decisions are made more rapidly than collective decisions.
Factors influencing adoption of technologies
Personal factors
Situational / demographic factors
Socio-economic factors
Psychological factors
Perceived technology attributes
Factors influencing adoption of technologies Factor Education Literacy Higher social status Larger size units Commercial economic orientation Favourable attitude to credit Favourable attitude to change Favourable attitude to education Social participation Cosmopoliteness Change agent contact Mass media exposure Exposure to interpersonal channels Active information seeking Knowledge of innovations Opinion leadership
Number of studies 275 38 402 227 28 25 57 31 149 174 156 116 60 14 55 55
% of studies 74 63 68 67 71 76 75 81 73 76 87 69 77 86 76 76
Implications Technologies are to be developed for diffusion.
The attributes of technology have a bearing on rate of adoption.
The strategy should be to develop technology which will have maximum positive perception on the five attributes.
Complexity of technology should be eliminated as it has negative effect on the rate of adoption.
Technology re-invention is unavoidable. Hence it is necessary to study on the experiment stations
the economics of reinvented technologies and
the various consequences of technologies.
Implications The technology should be tested for feasibility to specific regions and only then it should be released for diffusion.
A technology is discontinued when a better technology is available.
a second thought should be given when developing similar type of technology to solve the same problems so as to avoid replacement discontinuance.
New technology should be properly tested (OFTs, MLTs, FLDs, etc.) and compared with already existing technology before it is released for a specific region to avoid disenchantment discontinuance.
Implications Over-adoption occurs due to lack of knowledge of consequences.
Hence consequence of technology should be found out before it is recommended for adoption.
Rate of adoption is positively influenced by optional technology decision.
Attempts should be made to develop technology which will be optional technology-decision type.
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