Hcc lesson7
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Transcript of Hcc lesson7
Human Centered Computing
@ Sónia Sousa, 2014 1
IFI7172, Lesson 7
Objective
• The objective of this lesson is to
– Address the fundamental notions behind the Diffusion of Innovation theory.
• Lecture (45m)
– Finish the second case study 2 (task 3); (45m)
– present the fourth and final reading assignment. (5m)
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DIFFUSION OF INNOVATION
Fundamental notions
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Contextualization
• So… yesterday we played a reflection “game”
– Match initial propose and validated Heuristics with layers of development
• Conclusions
Main Ideas
• It is unrealistic to match– Heuristics with layers of development
• As all layer are intertwined – And take parte of a bigger part
» The “HUMAN”
– Some heuristics need to come together– As one is a complement of the other and VS
• Some heuristics can be implemented from different development perspectives– Providing a technical affordance (lower layer)
– Fostering a personal/individual perception (upper layer)
Main Ideas
• It is unrealistic to assess heuristics as– Positive or negative (+/-) in terms of influence as
• This influence depend on the user perception– How user perceive the visual cues provided by the technical part
of the system
– How user perceive the visual cues provided by the socio part of the system
» the context of use and the goal desire
• Social, professional, educational; and
• On what I expected to gain when using it
• Social status
• Competency (knowledge or skills)
• Time efficiency
Technology acceptance model
• Connection with our finds
– When we design a STS we design it to be adopted/accepted
• But, that not necessary happens
– There is a gap between goal desire and action intentions
Technology acceptance model
• This model has 2 main ideas behind
– HOW and WHEN they they will use it
• Our findings say
– How depends on • How we use
– Context
» Social, professional, educational
– The need for using
» Õis example
– When depends on
• Our expectations– What we gain when
using it
» Social status
» Competency (knowledge or skills)
» Time efficiency
Technology acceptance model
• What we have learned
– First version of TAM replaced
• TRA’s measures attitude; and
• TPB links beliefs and behaviors by
• TAM added the technology acceptance measures– ease of use, and usefulness (pragmatic/practical)
– 2007
• Bagozzi proposes The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift
This model was upgraded until 2003 - UTAUT
TAM paradigm shift
• Our intentions are– triggered by Goals (expectations) that regulates
• our intentions to perform an activity;
– influenced (+/-) perceptions• Self-regulation external factors
• Our intentions reflect – By our actions (more or less predispose to)
õisSocial or self-conscious emotions; social identity; caring, love, and empathy
Overall vision UTAUT
Self-regulation external factors
Action desires (predisposition to)
Decide to act more or less
Observable visual cues
Social or self-conscious emotions; social identity; caring, love, and empathy
Unified theory of acceptance and use of technology
Diffusion of innovation theory
• Connection with our finds as– Roger research claims that
• adoption and adaptation of usability evaluation methods– cannot be fully understood devoid of context
» As they do not offer the
» contextual factors such as
• application domains,
• organizational factors and project constraints
– Do not help to understand
» The gap between intentions to use and real use
» The Self-regulation external factors
Diffusion of innovations
• Key questions:
– What is the rate of adoption and innovation?
– What variables affect this rate?
– How does policy affect diffusion?
– How consumers adopting the new technology
Diffusion of innovation
• Emerges from the diffusion concept
– The act of spreading something more widely
• (1) Adoption of innovation
• (2) Technology transfer
• This theory focus on
– explaining how, why, and at what rate new ideas and technology spread through cultures
Diffusion of Innovation
• An innovation is
– an idea, practice, or object that is perceived as new by an individual or other unit of adoption.
• Diffusion is defined
– as the process by which
• (1) an innovation; is
• (2) communicated through certain channels;
• (3) over time; and
• (4) among the members of a social system.
Everett Rogers view
How a new idea is spread
• Elements that influence the spread of a new idea:
– Innovation
– Adopters
– Communication channels
– Time
– Social system
• This process relies heavily on human capital
Innovation happens when
• An new idea, practice, or object is perceivedas new by an individual
• Characteristics for adopt innovation– Potential adopters evaluate an innovation based
on:• The perceived efficiency
• Compatibility with the pre-existing system
• Efforts expectancy or learnability,
• Trialability or testability
• Facilitation conditions
So adopter have
• Their role in How new ideas are spread.– Starts in the Adopters
• Can be individuals; or • Organizations (businesses, schools, hospitals, etc.), • Social networks clusters; or • Countries.
• They help in the diffusion process– To assess
• (1) an innovation; and• (2) communicated through certain channels;
– Instigate other adopter to adopt the innovation• (3) over time; and• (4) among the members of a social system.
Diffusion of innovations
• Elements that influence the spread of a new idea:
– Adopters
• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards
– Communication channels
• channels that allows you to transfer information from one unit to the other in a efficient way
Accept innovation
Fast
Slow
Diffusion of innovations
• Other elements that influence the spread of a new idea: – Time
• Time is a variable necessary for innovations to be adopted; – Technology adoption rarely comes instantaneously. – the adoption degree in time is measured by
» time of adoption» number of new product adopted in a interval of time
– Social system combine• external influences
– mass media, organizational or governmental mandates; and
• internal influences – strong and weak social relationships, distance from opinion
leaders.
ADOPTERS
There are different profiles of adopter some adopt innovation relatively earlier than others
Type of adopters
Innovators
• the first individuals to adopt an innovation. – are willing to take risks,
• Profile: – young in age,
– Highest social class,
– Great financial lucidity
– closest contact to scientific sources
– Interact with other innovators.
Early adopters
• Second category of individuals who adopt an innovation
– Take the leadership role among other adopters
• Profile
– young in age
– higher social status,
– more financial lucidity,
– advanced education,
– more socially forward than late adopters
Type of adopters
Early majority
• Adopt an innovation after a varying degree of time. – Third in adoption curve
• Innovators/early adopters
• Profile:– Slower in the adoption
process,
– above average social status,
– contact with early adopters,
– show some opinion leadership.
Late majority• adopt an innovation after the
average member of the society.– Approach innovations with a
high degree of skepticism
• Profile: – typically skeptical in the
adoption– below average social status,– very little financial lucidity,– late contact with the majority
of adopters– Very little opinion leadership.
Type of adopters
Laggards • the last to adopt an
innovation. – have an aversion to change
• Profile:– advanced in age. – tend to be focused on “traditions”,
– lowest social status,– lowest financial fluidity, – Contact only family and close
friends,– show little to no opinion
leadership.
• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards
Accept innovation
Fast
Slow
Adopter classes
• Innovators - 2.5%
• Early adopters – 13.5%
• Early majority – 34%
• Late majority – 34%
• Laggards – 16%
Innovation success
• Relative advantage– Success is related with
• appeal to adopter needs
• Compatibility– consistent degree
• Adopt existing values; and
• Adopt past experience
• Complexity – perceived degree of
• difficulty to understand and use
• Trialability– make trials easy for new
products • without economic risk to the
consumer
• Observability– Social visibility degree
• For using a new product to friends and neighbours
What to observe
• Hardware
– the physical and tangible aspects of a product
• Software
– Understanding individuals’ values and lifestyles
• Characteristics that encourage rejection – Value barrier
– Usage barrier
– Risk barrier
What to observe
• The value chain– By creating a‘value chain’ we are assuring
• Our differentiation in the market because we are– Adding critical attributes that are important to the consumer
• Economic determinants– Benefits
• Costs
• Risk and uncertainty/information
• Environment and institutions
• market and/or regulations
Griliches’ (1957)
Cockton, G., & Vermeeren, A. (2013).
What to observe
Personality and attitude• Empathy
• Ability to deal in abstraction
• Rationality
• Intelligence
• Favorable attitude towards change
• Ability to cope with uncertainty
• Favorable attitude towards education
• Favorable attitude towards science
• High aspirations
Communication variables
• Social participation
• Interconnectedness with the social system
• Cosmopoliteness
• Mass media exposure
• Exposure to interpersonal communication channels
• Knowledge of innovations
• Opinion leadership
• Belonging to highly interconnected systems
The Adoption – Decision ProcessEverett Rogers
Confirmation
Knowledge
Persuasion
Decision
Implementation
Communication channels
Diffusion of innovation model.Source: Rogers (1995)
READING ASSIGN 4
Diffusion of Innovation
Reading assignment 4
• Selecting the papers– see the resources available in eliademy
• Note:– You can use your own sources. It is up to you.
• But please justify
• After selecting the article to read – Go to ID Key concepts
– Verify if no one else chose the same article; and• If not
– add your name and source to the list
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