Теоретични подходи към иновационнотo поведение
Theoretical approaches to innovative behavior

Summary/Abstract: The study is an analysis of the basic theories on the assumptions and the essence of innovative behavior. Central place is given to E. Rogers’s concept on social diffusion, as well as to criticism of the model that he created. The Bass theory and the Technology acceptance model are regarded as further development and enrichment of the basic concept of innovative behavior, as they are supported by empirical research data. Based on the analysis, innovative behavior is defined as a new, unusual behavior, suggesting a certain set of personality characteristics and a suitable environment for the development of personal potential and its transformation into real behavior.

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