Source of knowledge |
The individual or unit that delivers the information. |
10 |
Type of source, originator of the message or knowledge, decision-makers, intervention agents, interventionists |
Medium of communication |
The means (form) by which the information is shared. |
9 |
Type of communication channel, medium of communication, knowledge broker |
Content of communication |
The content of the message sharing the information. |
14 |
Type of message content, format, information, innovation |
Audience |
Person or group receiving the information. |
10 |
Type of user/audience/recipient/decision-maker |
Type of innovation |
The type or characteristics and value added of the innovation that is being communicated. |
3 |
Type of innovation |
Complexity of the innovation |
The degree of complexity of an innovation being communicated. |
4 |
Complexity of the innovation |
Timing of information |
The speed and distance of the spread of the information. |
5 |
Timing of information spread |
Urgency of the innovation |
The urgency related to the innovation; how immediate is the need to disseminate the information about this innovation. |
6 |
Urgency of the innovation |
Triability of an innovation |
The degree to which an innovation can be implemented on a limited basis. |
3 |
Trialability of the innovation |
Observability of the results |
The degree to which the uptake of the innovation yields observable results. |
2 |
Observability of the innovation’s results |
Salience of the innovation |
The relevance of the innovation to the audience. |
14 |
Salience, evidence of need and demand, relative advantage of the innovation |
Users’ perceived attitude towards the innovation |
A more general concept than the salience of innovation, related to the audience’s perception of the process of innovation development (research) and the receptivity of the innovation. |
14 |
Users’ attitude towards research and the innovation |
Compatibility of the innovation with the setting |
The degree to which an innovation is consistent with the context. |
4 |
Compatibility of the innovation with the setting |
Context |
Settings in which communications are received and potential adoption occurs. |
13 |
Context |
Interpersonal networks |
Large umbrella term that includes the relationship between the audience members, its structure, and its quality. |
12 |
Influence, quality of relationships, interpersonal channels, trustworthiness, linkage mechanisms |
Opinion leaders and change agents |
Opinion leadership is the degree to which an individual is able to influence other individual’s attitudes. Change agent is an individual who influences a client’s innovation decisions in a certain direction and speed. |
8 |
Champions, opinion leaders, and change agents |
Capacity |
Necessary skills to engage and act on the innovation. |
3 |
Necessary skills |