Research On The Diffusion Of Internet-based Information Disruptive Innovation Products

In the past decade,with the rapid development of traditional Internet and mobile Internet,a new type of innovative products has emerged.This kind of products spreads very fast with a wide range,and has a great degree of influence.It has reshaped the competitive landscape of enterprises and caused a great impact on traditional industries,such as Alipay,We Chat,Tencent Games and Tiktok.This kind of disruptive innovation products that rely on the use of Internet and exist in the form of knowledge and information are called Internet-based Information Disruptive Innovative Products(IIDIP).Compared with traditional physical products,IIDIP presents new attributes and diffusion characteristics.Since the exist ing theories and models of innovation diffusion mainly focus on traditional physical products,they ignore the characteristics of IIDIP,and cannot describe and explain the diffusion of such innovative products well.Therefore,in the new era background,IIDIP as a new kind of innovative products,the study of its diffusion has important theoretical and practical significance.First,based on the inno vation diffusion theory and user behavior adoption models,combing the characteristics of IIDIP,this paper build an IIDIP's adoption model.The adoption model from four aspects to explore the key factors influencing adoption intention,including the netwo rk externalit ies,product characteristics,consumer characterist ics and the effect of word of mouth.Based on the questionnaire data and using the structural equation model,this paer reveals the influence of key factors on adoption intention and the mediating mechanism of word-of-mouth.It is found that network externalities and word-of-mouth have significant positive effects on adopt ion intention.Product usability has a siginificant posit ive correlation with adoption intention while product usefullness has no significant effect.At the aspect of consumer characteristics,personal innovativeness has a siginificant ly positive effect on adoption intention while persoanl persuasibilit y has a significant negative effect.Word of mouth is partly mediating between product usability and adoption intention,persoanl persuasibilit y and adoption intention.Secondly,based on IIDIP's adoption model,this paper constructes an energy model for IIDIP's diffusion.It explores the influence of key factors on IIDIP's diffusion rate and scale.Consumers' kinetic energy reflects their perceived mass media influence,which is related to the characteristics of potential adopters,the perceived value of marketing factors,and the coverage of mass media.Consumers' potential energy reflects their perception of word-of-mouth effects,which are related to product characteristics,adopter diffusion capabilities,potential-adopter characteristics,and trust degree among users.Consumer energy is the sum of its kinetic energy and potential energy,which is used to describe the adoption decision of potential adopters.Based on the agent simulation method,it is found that: product characteristics,marketing strategies,and consumer characteristics mainly affect IIDIP's diffusion rate;word of mouth and network externalit ies have significant impacts on both IIDIP's diffusion rate and scale.Then,this paper further builds a gravit y model of IIDIP's adoption,to reveal how the interaction between individuals affects personal adoption decision at the micro level,and then influences the diffusion process.Based on the gravity model,this paper puts forward a method to identify the optimal diffusion path.Based on the agent simulation method,through the simulation analysis of mult iple networks,the research finds that the optimal initial seed is determined by the combinat ion of factors such as the diffusion ability of the adopter,the characterist ics of the potential adopter and the trust level among them.The optimal diffusion path can be found by tracking the information flow.Finally,from the macro level,this paper builds an acceleration-scale model to describe and predict the diffusion of IIDIP.The key factors affect ing IIDIP's diffusion are summarized as impetus and resistance,and the acceleration-scale model of IIDIP's diffusion is obtained by analyzing the dynamic changes of various forces during the diffusion process.Based on the diffusion data of We Chat,Alipay and Fetion cases,the acceleration-scale model and Bass model are compared to describe and predict the diffusion o f IIDIP.The results show that the acceleration-scale model reveals that the diffusion rate of IIDIP is not symmetrical.The acceleration-scale model can not only be applied to successful diffusion,but also predict the failed diffusion,which has a stronger predictive power than the Bass model,and has a broader application prospect.This paper proposes and explores IIDIP 's diffusion,a new emerging and valueable research topic.This paper builds the IIDIP's adoption model,which provides a more comprehensive research framework.What's more,this paper creatively uses the theory of social physics to build II DIP's diffusion model and forecasting model,which expands the exist ing diffusion models,provides a new research idea for correlative research,and enr iches the existing foundings.This paper provides important implications for firms.