Innovation decision making process model

人必须透过实践来学习，你自以为懂了，还不行，只有尝试以后才可以肯定！

 The entrepreneurial decision-making action of series of innovation-decision-making processes, not an immediate action at the moment.

Knowledge:

-Occurs when an individual learns of the innovation existence and gain some understanding of how it functions 

-Mental activity is mainly cognitive (Rogers 1995)

-Use mass media channel as means( Haider and Kreps,2004)

Persuasion:

-This occurs when an individual forms a  favorable or unfavorable attitude towards innovation.

-Five attributes of innovation affecting its rate of diffusion: relative advantages, compatibility and so on-Mainlybased on feelings

-Focus on interpersonal channels

Decision:

-Occurs when an individual engages in the activities that lead to a choice to adopt  or reject the innovation

-Adoption: make use of an innovation as the best course of action available

-Rejection: not to adopt an innovation 

Implementation:

-Occurs when an individual utilizes an innovation 

-However, the degree of uncertainty about the expected consequences of innovation still exists.

Confirmation:

-Occurs when individuals seek reinforcement t other decision that they have already made or reverses a previous decision to adopt or reject the innovation  if exposed to conflicting messages about the innovation 

-Whether the final choice is adoption or rejection, it will be a longterm effect