创新扩散理论是传播学的理论，早期是由Bass提出，是指一项新的观念、事物、技术引入社会体系时的演变过程。传播播成包含环节：即知晓、劝服、决策、证实四个环节。理论表示当一种创新在刚起步时接受程度比较低，使用人数较少，扩散过程也就相对迟缓，当用户比例达到临界值后，创新扩散过程就会快速地增加。

罗杰斯认为 一项创新（新技术、新观念、新事物）是否会获得人们的采纳，取决于人们对其5方面的主观评价： 1）相对优越性：认为某项创新优越于它所取代的旧事物的程度（实际上不一定） 2）兼容性：认为某项创新与现有价值观、以往经验、预期采用者需求的共存程度 3）复杂性：认为某项创新理解和运用的难度 4）可试用性：某项创新在有限基础上可被试用的程度 5）可观察性：某项创新结果能为他人看见的程度

Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations; the book was first published in 1962, and is now in its fifth edition (2003). Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines.