teoría de difusión de innovación
TRANSCRIPT
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Rafael Leonardo Ochoa Urrego
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MetodologaBases de la teora
Evolucin y aceptacin
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DOI DOI en SIMeta-
anlisis
Caractersticas
Modificaciones
Niveles de
citacin
Utilizacin
Aceptacin
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Proceso por medio del cual una
innovacin es comunicada atravs de ciertos canales en eltiempo entre los miembros de
un sistema social
innovacin canalestiempo
sistema social
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(Rogers, 1962)
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Multi-step flow theory Diffusion of innovation model. Rogers (2003)
Condiciones previas
1. Prcticas previas
2. Problemas o necesidades percibidas
3. Innovativeness
4. Normas del sistema social
I. Conocimiento II. Persuasin III. Decisin
IV.
Implementaci
n
V. Confirmacin
Canales de Comunicacin
Caractersticas de la
unidad de decisin
1. Caractersticas
socioecnmicas
2. Variables de
personalidad
3. Comportamiento
de comunicacin
Caractersticas Perceptibles
de la Innovacin
1. Ventaja Relativa
2. Compatibilidad
3. Complejidad
4. Experimentabilidad
5. Observabilidad
1. Adopcin
2. Rechazo
Continuar adopcin
Postergar adopcin
Descontinuar uso
Continuar rechazo
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0
2
4
6
8
10
12
Aplicacin
12
Revisin
4
Creacin
20
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Autores Citaciones(Venkatesh et al., 2003) 5354(Moore & Benbasat, 1991) 3518(Cooper & Zmud, 1990) 1767(Karahanna, Straub, Chervany, & Beliefs, 1999) 1716(Tornatzky & Klein, 1982) 1687
Autores Citacionespromedio
(Venkatesh et al., 2003) 595(Moore & Benbasat, 1991) 168(Karahanna et al., 1999) 132(Iacovou, Benbasat, & Dexter, 1995) 89(Wu & Wang, 2005) 83
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Tipo de
ComunicacinIncertidumbre vsInformacin
Cambio Social
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Percepcin antesde adoptar
Cualidadestecnolgicas de la
innovacin
Mediciones vlidas
en un contextoespecfico
Explica pero nopredice
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TDI
TRA
(Fishbein y Ajzen, 1975)
TAM(Davis, 1989)
TPB
(Plouffe et al., 2001)
PCI
(Moore & Benbasat, 1991)
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Ventaja Relativa,
Compatibilidad yComplejidad
TRA, TAM, TPB y PCI
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Rafael Leonardo Ochoa Urrego