When the new commodity and service, technology and knowledge and life style etc. appear, that purchase the people whom you adopt & receive (layer) is at quick stage.
Social scholar ????? M ????? of the United States (Everett M. Rogers) in the word which first was used, that book "Diffusion of Innovations" () with reached the point where it is known. ????? has not spread the innovation (still, it is new, it researched positively whether mono and thing) how in society and organization it is spread & spreads of, it classified the adoption person into five categories with adoption time. That 2nd is the Early adapter.
(progressive adoption person)
Being venture, first you adopt the innovation
Early adapter ()
Personally, you gather information, judge. Respect is received from the many adoption people
Early majority ()
Being relatively prudent, doing, it does follow adoption conduct e.g., you consult the early adoption person,
Late majority (latter-term many adoption people)
The ? it hauls and is deep, checking the spread circumstance of society, it adopts imitate
* ???? ()
Most conservative being traditional, you adopt lastly
Adoption person distribution curve of ?????(origin: "Innovational spread study")
In the spread model of ?????, those where it assumes that it is most important, are the Early adapter.
In the point, reformist characteristic ?????? is highest, but in addition to being quite small amount, sense of value and sensitivity it is separated from the average of society too much, the influence for the whole is not large excessively. It judges, whether or not the Early adapter alienation from sense of value of all societies is small, the innovation value conformity vis-a-vis that it becomes the existence which carries out the role which presents new sense of value and application.
With spread theory of ????? the stage which spreads in the layer which adjusts ?????? and the Early adapter (the stage which exceeds diffusion rate 16%) with, as for the innovation we assume that suddenly it spreads & expands. Because of that as for this layer, "opinion leader" "???????? (the influence person)" also the "market manufacturer" was said, was seriously considered in marketing research and communication theory.
As for the model of ?????, in field of marketing and research variously being developed and being customized, various methodologies are produced. For example, Jeffrey the marketing consultant of the United States A Moore (), "Crossing the Chasm" (1991) with the high-tech market is analyzed to the base, ?????? which forms the early market (the Early adapter) with, ???????? which becomes the principal market (Early majority) there is ???? between,it isthe ????? model that other industry the marketing approach which differs is necessary, about "???? theory" is lectured. |
