Innovation Adoption Curve [혁신수용모델]

지식 센터


혁신이 채택되는 비율 분석. Everett Rogers의 혁신수용곡선의 설명.


  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

혁신수용곡선은 무엇인가? 기술

Rogers의 혁신수용곡선은 혁신의 수용자를 여러 범주로 분류하는 모델이다. 이 모델은 일부 개인은 다른 사람에 비해 적응에 더 개방되어 있다는 사고에 기초를 두고 있다. 이 모델은 또한 다단계흐름 이론(Multi-Step Flow Theory) 또는 혁신확산 이론(Diffusion of Innovations Theory)으로도 불린다.


Rogers 혁신 채용 곡선확산(Diffusion)에 대한 연구의 초점 5가지 :

  1. 혁신의 수용에 영향을 미칠 수 있는 혁신의 특성들 ;
  2. 개인이 새로운 아이디어, 제품 또는 관행을 채택하는 것을 고려할 때 발생하는 의사결정 프로세스;
  3. 혁신을 수용하게 하는 개인의 특성들 ;
  4. 혁신을 수용한 개인 및 사회에 대한 영향 ; 그리고
  5. 수용 프로세스에서 사용되는 커뮤니케이션 채널.

혁신수용곡선의 범주

  • 혁신자 (Innovators). 변화를 끌어당기는 용기있는 사람들. 혁신자는 아주 중요한 커뮤니케이션 메커니즘이다.

  • 초기수용자 (Early Adopters). 존경할 만한 사람들, 의견 선도자, 새로운 아이디어를 조심스럽게 시도.

  • 초기 다수 수용자 (Early Majority) 신중한 사람들, 조심스러우나 일반적인 사람들보다 좀 더 빨리 변화를 수용.

  • 후기 다수 수용자 (Late Majority). 회의적인 사람들, 대다수의 사람들이 새로운 아이디어와 제품을 사용할 때 사용.

  • 지각 수용자 (Laggards). 전통적인 사람들, 옛방식을 고수하는 것을 좋아하고, 새로운 아이디어에 비판적이며, 새로운 아이디어가 주류가 되거나 심지어 전통이 되어야 수용.

혁신수용곡선의 활용. 연습

혁신을 위한 Rogers의 수용 곡선은 논란이 있는 새로운 아이디어를 대중들에게 신속히 확신시키려고 하는 것은 무익하다는 점을 명심하게 해준다. 혁신자와 초기수용자에게 확신을 주며 시작하는 것이 훨씬 좋은 방법이다. 또는 수용자의 범주와 구성비율을 커뮤니케이션 목적을 위한 타겟그룹을 추정하는데 기초 자료로 활용할 수 있다.

혁신수용모델 포럼
  5 Elements of Innovation
Does anyone know what the five elements of innovation are?...
  Relationship Between Product Life Cycle and Innovation Adoption Curve?
Pls could someone explain the relationship between the PLC and the Innovation Adoption Curve? Thanks....
  Market Strategies per Stage of the Adoption Curve
Each stage has its own unique characteristics which have to be considered. What marketing strategies are most effective to use in each of the 5 stages of the adoption curve? Thanks for your advise...
  Adopters and Non-Adopters
What are adopters and non-adopters?...
  Example of Innovation Adoption Curve: Apple
The I-Pod is a very good and matched example for adoption curve. Innovators percentage was same little like 2%, strongly influence early adopters to use, which also convinced the early majority after analyzing pilot adopters (starters), now every hom...
  Influence of Culture and Sub-cultures on Innovation?
What is the impact culture and sub-cultures have on adoption of innovation?...
  Adoption Curve Profiling Tool
Does anyone know of an adoption curve profiling tool that is used to identify innovators and early adapters?...
  Changes In- and Outside a Company
The changes inside a company must be faster than the changes outside of a company. Looking for new innovative Ideas should be on the first place in the policy of any company. Innovation must be included in the strategy and the plan of a company even ...
  Innovation Adoption Curves Variants
Innovation adoption curves crystallize well the parallel path of innovation and product life cycle. They however omit to address the fact that the innovation adoption curves will be different for each industry and each country.

혁신수용모델 시그(SIG)


혁신수용모델 교육 및 이벤트

교육, 세미나 및 이벤트 찾기

모범 사례 - 혁신수용모델 프리미엄

Expert Tips (ENG) - Innovation Adoption Curve 프리미엄

Innovation Pitfalls

Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006):
Usage (application) : Avoiding Innovation Traps

Accidental Influentials

The HBR of Feb 2007 has a short "breakthrough idea article" by Professor Duncan J. Watts, in which he argues that trends in public opinion are not dri...
Usage (application) : How Public Opinion is Driven

Crafting Organizational Innovation Processes

The authors of a September 2006 working paper titled Crafting Organizational Innovation Processes identified following five discrete and essential s...
Usage (application) : Five Stages of Successful Innovation

Recent Innovation Trends | New Innovation Types

Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the last decade. These recent inno...
Usage (application) : Open innovation, User Innovation, Value Innovation, Bottom-up Innovation

How to Design Experiments to Support Decision-making on Strategic Innovations

The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide information about past beha...
Usage (application) : Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes

Innovating by Reconsidering Value Delivery

When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of the perspectives is how compa...
Usage (application) : Fundamental Innovation

Big-Bang Disruption

BBD is a term coined by Accenture gurus Larry Drownes and Paul F. Numes.
Technological innovation lately started out from the low-end. Initially ...
Usage (application) : Technological Innovation

A Closer Look at How Change and Innovation Decisions are Made

Kim, T (2015) elaborates on decision making on "non-routines" or innovations. According to him, non-routines can be seen as innovation in the sense th...
Usage (application) : Decision-making on Organizational Change, Innovation Decision-making, Contingent, Participative Decision-making

Social Persuasion: Determining the Potential of Social Influencers

Which consumers are best able to influence others in social groups? What characteristics and what factors identify those consumers with the greates...
Usage (application) : Social Media Marketing, Social Influence, Opinion Leadership

Why Some Technology Revolutions Take Off and Others Don't

Back in 1962, Thomas Kuhn wrote Structure of Scientific Revolutions, in which he suggested that the entrenched interests in an old paradigm will res...
Usage (application) : Adoption of New Technologies

자료 - 혁신수용모델 프리미엄




innovation adoption




innovation adoption

프리젠 테이션


프리젠 테이션

innovation adoption


innovation adoption

Innovation Adoption Curve 관련개념:  PLC(제품 수명주기)  |  Bass Diffusion Model [Bass확산모델]  |  Positioning [포지셔닝]  |  ADL 매트릭스

다른 페이지로 이동: Change & Organization [변화와 조직]  |  마케팅  |  전략

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