创新扩散理论模型扩展及应用——以某地IPTV为例

The Application of Innovation Diffusion Model——The Case of IPTV

我国IPTV目前还处于试点阶段,用户规模仍然较小,但发展前景乐观。本文采用Bass扩散模型并进行扩展,首次将价格因素、广告因素等融入,研究我国某地IPTV产业的扩散型态。研究结论表明,加入价格因素和广告因素后,本研究模型在模型的解释能力上优于基本Bass扩散模型,为我国IPTV产业的发展提供了策略。

IPTV in China is still at a pilot stage, the scale of the users also is smaller, but the prospect of development is optimistic. This paper uses the Bass model and does innovative expansion with joining price variable, advertisement expenditure variable in the Bass basic model to explore the diffusion pattern of the IPTV industry in China. The conclusions of the study show that when the price and advertising expenditure factors are added, the expanded model is superior ability to explain basic Bass diffusion model and provides a strategy to the development of the IPTV industry in China.