The Diffusion Of DiDiChuXing Based On Innovation Diffusion Theory

With the development of mobile Internet and the popularity of smart phones, applications based on mobile Internet was gradually accepted, used by people and even became a part of life, it greatly increased the degree of convenience of people's lives. In the wave of mobile Internet, O2 O model has become hot in recent years, Di Di Chu Xing(hereinafter referred to as "Di Di") became typical. Didi Chu Xing from birth to now, it is just more than three years they have millions of users, its growth rate is quite rapid, in its rapid expansion process, what causes it to be the best of breed applications? What makes it develop so fast? Why people choose to use it? I have to say this is worth a closer look and think.As early as 1962 the American scholar Rogers studied in depth this phenomenon and concluded that innovation diffusion theory based on research, he believes that new things diffusion development of certain laws. Thereafter, the diffusion of innovation theory gradually accepted by academics and gain more in-depth discussion, and which explains the large number of lives diffusion of products and technologies, this article is based on the theory of diffusion. Recalling Di Di's development, its subscriber growth over time in line with innovation diffusion theory S-shaped curve, Whether the laws of its development can be explained by the theory? Innovation factors, communication channels factors, personal factors and social innovation innovative user whether systemic factors affect its proliferation? If so, how much influence it? From the microscopic point of view, the formation of macroscopic diffusion phenomena is constituted by individual user behavior, Diffusion phenomena of nature are microscopic study of the use of user behavior. Accordingly, on the basis of innovation diffusion theory combined with Di Di's own development, initially built its users using behavioral models, and using sociological survey methods to look into its own factors, communication channels factors, personal factors and social innovation system innovation factors of user adoption of user behavior influence the size and influence of significant intensity. The study questionnaire collected data, using SPSS software to study the problem of quantitative and qualitative analysis, Finally found: the social system and the surrounding environment for the diffusion of its development provides a good foundation,The more technical advantages of their products, the longer the use time. Product features on the interactive operation threshold is low and user-friendliness is causing many reasons for using it. Individual needs and background is an important factor in its development. Internet products only meet the current environment of the times, in line with the needs of users can develop rapidly. More convenient communication channels, the stronger the user independent innovation, the more likely it is disseminated.This article will spread innovation diffusion theory to the next generation Internet application, this approach expanded the scope of application of this theory, research for the Di Di also adds a new perspective, expanding the scope of the study of communication, has a good theoretical and practical significance.