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Internet marketing in recent years has been studied and discussed frequently.But most researches work only in qualitative analysis, and few in quantifiable methods. The author first introduces quantitativeapproach to express the diffusion of internet marketing, and develop Bass model-based diffusion model of internet marketing. The main purposes of this paper are: 1.constructing the model of internet-relatedproducts, then examining the fitness between predicted and actual values.2.constructing the basic Bass model by the adopters of internet, and discussing the degree of fitness by comparing other models. 3.using the firm characteristic factors composed of "extent of informationalization", "extent of internationalization", and "ability of absorbing new technique"to modify the coefficient of innovation; using "infrastructure" to represent the product socialized characteristics factors composed of "growth of domain", "growth of IP", and "growth of host" to modify the coefficient of imitation. 4.comparing the fitness and the explanatory power between various models.Though empirical research in Taiwan from 1994 to 1997, results of this paper are as following. Regarding to the innovative effect, "extent of informationalization", "extent of internationalization", and "ability of receiving new technique" have positive correlation with the increasing adoption of internet marketing by business community. To imitation effect, "infrastructure" has positive correlation with the adoption of accumulative adopters in society. After modifications and extensions, the fitness of this model is enhancingobviously. The results show that the modified model of internet marketinghas better fitness and explanatory power, and the model qualifies to be used when the history data of products is relative poor.
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