You are here

Unit of analysis on diffusion theory

25 June, 2015 - 09:56

Diffusion of innovation theory attempts to explain how an innovation is spread and why it is adopted at both the micro and macro levels of analysis. Rogers (1996) mentioned, the individual is usually the unit of analysis, although in recent years a number of studies have been conducted in which an individual organization is the unit of analysis (Wildemuth, 1992; Zaltman, Duncan, & Holbek, 1973) (p. 418). This characteristic of unit of analysis is due to research methods, such as utilizing a survey to study diffusion. Many studies have focused on individual decisions or adoption. In contrast, diffusion theory considers analysis at both the micro-individual and macro-social levels. This is because studies of diffusion include both an innovation at the micro level, as well as its influence, such as social change, at the macro level.

Rogers (1995) suggested that the four main elements in the diffusion of innovation process were innovation, communication channels, time, and social system. Individuals’ innovativeness, or psychological factors such as communication needs, are analyzed as micro-independent variables. At the macro-social level, this theory assumes that social systems, such as norms, can affect an individual’s adoption or use of an innovation. In terms of communication channels, diffusion of an innovation involves both interpersonal channels (micro) and mass communication channels (macro). By utilizing both mass and interpersonal communication channels, people can get information about an innovation and perceive its usefulness. Therefore, diffusion theory requires both micro-individual and macro-social analysis.