問8
頻出度★★☆
画期的な製品やサービスが消費者に浸透するに当たり, イノベーションへの関心や活用の時期によって消費者をアーリーアダプタ, アーリーマジョリティ, イノベータ, ラガード, レイトマジョリティの五つのグループに分類することができる。 このうち, 活用の時期が2番目に早いグループとして位置付けられ, イノベーションの価値を自ら評価し, 残る大半の消費者に影響を与えるグループはどれか。
令和3年度 ITパスポート試験 問8
This question's explanation and your answers so far.
解説
問 8
- ア
正解 The correct answer is ア, early adopters. In the diffusion of innovations theory (Rogers' diffusion model), consumers are classified into five groups in order from earliest to latest adoption: innovators → early adopters → the early majority → the late majority → laggards. Early adopters come right after the innovators, who jump at newness itself; that is, they are the second-earliest group, and they adopt a product or service only after evaluating its value with their own eyes. As opinion leaders who are respected by those around them, they greatly influence the adoption decisions of the majority that follows. Early adopters satisfy all three conditions in the question — second earliest, evaluating the value themselves, and influencing the remaining majority — so ア is correct.
Incorrectイ
The early majority is the third group in adoption timing — a follower group that adopts only after cautiously watching the assessments of those around them (especially early adopters). They are not the side that exerts influence on others; rather, they are the side that receives influence from early adopters, so they do not meet the conditions of being second earliest or exerting influence.
Incorrectウ
Innovators are the earliest, first group — an adventurous segment that adopts first of all, driven by strong interest in novelty and the technology itself. The question asks for the second-earliest group, so the fastest-moving innovators do not fit the condition.
Incorrectエ
Laggards are the most conservative, last-to-adopt fifth (slowest) group. They value tradition, are skeptical of new technology, and have little influence over others. This is the exact opposite of the second-earliest group, so it is wrong.
ここがポイント
- Rogers' diffusion of innovations theory: consumers are classified into five groups in order from earliest to latest adoption — innovators → early adopters → the early majority → the late majority → laggards. Memorizing this order is the key point.
- Early adopters, acting as opinion leaders, evaluate the value of an innovation themselves and are the key segment that determines whether the following majority adopts it. There is said to be a deep gap in diffusion between the early adopters and the early majority, called the chasm.
用語