Diffusion of courses with World Wide Web features at ASJMC programs: Innovativeness and perceptions of administrators and innovation champions on the implementation process
Patrick James Sutherland, Ohio University, United States
Ohio University . Awarded
New media such as the Internet, and its principle component the World Wide Web, have challenged diffusion of innovations theory researchers to examine the adoption and the implementation of such innovations in a new way. This dissertation examined the perceptions of administrators and faculty innovation champions on internal and external variables concerning the implementation of courses with Web features. The Web became available on the Internet in 1991 and within seven years, over 80% of Association of Schools of Journalism and Mass Communication (ASJMC) programs had begun implementing courses with Web features into their curricula.
The dissertation inquired into perceptions of individual and organizational diffusion of innovation components through two national cross-sectional surveys conducted in the summer and fall of 2000. Seven research questions were developed focusing primarily on administrators' perceptions. The unit of analysis was at the individual level. The first survey was of 189 ASJMC Administrators and had a response rate of 72%. The second survey was of 100 faculty innovation champions and the response rate was 74%. Data were analyzed using descriptive statistics. Some specific statistical tests used included chi-square, analysis of variance, and t tests. Pearson correlations were also used.
There are three major findings. First, there are three main resistances to implementation of Web course features that were associated with innovation adopter category classification, and one major resistance associated with institution type. Second, faculty innovation champions are shown to be more innovative than administrators. Finally, the obtainment of Ely's (1990) eight implementation conditions for technological innovations is a good indicator of Web course leadership.
This dissertation's findings supports past diffusion of innovations research in terms of adopter categories and in terms of individual innovativeness traits. Also, the finding that innovation champions found informal interpersonal communication to be most effective in explaining Web course features to others supports past research.
Sutherland, P.J. Diffusion of courses with World Wide Web features at ASJMC programs: Innovativeness and perceptions of administrators and innovation champions on the implementation process. Ph.D. thesis, Ohio University.
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