Technology Diffusion through Networks - Adoption of automatic milking systems in Germany

As information about availability and suitability of innovation is one of the key factors in the diffusion and adoption of agricultural technology, its transmission is of crucial importance. Farming neighbors are often mentioned as the most significant origin of knowledge. However, various sources, like extension services, technology providing companies or other stakeholders are also possible in case of adoption of automatic milking systems in Germany. One instrument in describing the flow of information are social networks by defining links between different agents through which it can spread from one to another. Thus, different network structures, like a neighborhood network, a sales structure network, a dairy factory network and two extension service networks, are created to analyze their impact and performance in the process of diffusion and adoption of technology by displaying information transmission patterns originated from different sources to the farmers. For measurement, the endemic-epidemic hhh4 model for surveillance data is applied to capture the dynamic contagious process of diffusion. Regarding the performance, the neighborhood network provides the best fit for explaining the adoption of technology. Furthermore, the sales structure of the manufacturer also plays an important role in the distribution. In contrast, German consultation centers are less relevant. Acknowledgement :