Study On The Influencing Factors Of Innovation Diffusion Based On The Angle Of Mobile Users' Concept Drift

New ideas,new technologies,new methods have been promoting the progress of modern society,and these are important competitive means of occupying first advantage.Nowadays,social upgrading so fast,innovation is the source of enterprise's progress and development,innovation diffusion is the motive of occupying the market and sustainable development for enterprise.With the arrival of national innovation,people pay more attention on innovation.The key to innovative product is that if it can successful diffusion.Because the social and economic value of innovation products can only be achieved by the users' adopt.Therefore,research into real-world behaviors and influence factors of diffusion of innovation for business strategic planning,operations,new products are of great significance.Market is the carrier of innovation diffusion,consumer and enterprise are objects of market.There are competition and cooperation relationships between objects,information spread during objects who are already establish relationships,providing reference advice for consumers.And it can also be called relationship network established by consumers during spreading information.It can be seen that innovation diffusion is a process of decision-making behavior of participants and macroscopic diffusion,it corresponded to the emerging dynamic behavior of interacting between individual elements and macro-evolution.So I study the innovation diffusion based on the social network structure.M-commerce is a new e-commerce mode,it is take mobile communication network for media,take mobile terminal unit for carrier,promoting the dissemination of new product information and online transactions comparing with the traditional e-commerce.With the prevalence of the "Internet+",m-commerce has been widely used.Therefore,this paper study the effect of states of mobile consumer on innovation diffusion based on the case of mobile commerce activity.Academic circles think factors affecting the innovation diffusion in the field of mobile commerce focuses on three main points:the development of m-commerce itself,users' perception of m-commerce,users' characteristics.During the process innovation diffusion there are many influencing factors,mobile users' concept drift is an important factor cannot be ignored,how to describe the objects' concept drift from the angle of behavior models and introduce them into the evolution of innovation diffusion,previous research in this area is little attention.Therefore,based on this I introduced in concept drift as an intermediate variable,according to Bandura's triadic interactive theory,design three main interactive parts including social network environment interactions and objects'state,setup innovation diffusion models based on concept drift through NetLogo platform.Main conclusions can be summarized as follows.First of all,study finds that differences in the structure of social networks have different effects on innovation diffusion.Which scale-free social network owns open environment and quality relationships,has wider information sharing paths,can getting higher quality information,and human social relations will continue to expand,the range of innovation radiation will be more wide,which is more conducive to innovation diffusion.Then,in the area of mobile commerce,poor mobility,weak innovation influence,strong objects' self-healing ability will all cause consumers' concept drift,thereby reducing the scope of the innovation diffusion.The effect of these factors on concept drift is not singular,it will cause varying degrees and different types of concept drift.Study finds deep level and emergent of concept drift take more obvious adverse impacts on innovation diffusion.Finally,enterprise should try to broaden the channels of diffusion,diffuse in a wider environment for absorbing more potential groups.In the process of diffusion of new products,enterprise should pay attention to the selection and training of opinion leaders,improving the quality of products,propaganda,and planning corresponding proliferation of programmes for different qualities of user groups.At the same time,enterprise should focus its attention on a wandering attitude group,prevent them from drifting the process of becoming the loss of users in time.Summarized the contents and results of this study,and put forward relevant suggestions for enterprise to expand their market share,attract users,improve customer viscosity,loss prevention etc.