網路行銷近年來在國內外不斷的被研究和討論，但多數僅止於性質方面的研究，缺乏計量方法深入探索與模型。本文作者首度將網路行銷以量化方式表達，進而發展出以Bass模型為基礎的網路行銷擴散模型。本研究之目的如下：1.建構相關資訊產品的擴散模型，檢視配適度的問題。2.建構網際網路基本Bass模型，探討配適度並對照其他研究模型。3.以 「資訊化程度」、「國際化程度」、「企業接受新技術的能力」代表廠商特性因素修正創新係數；以「網域成長」、「網點成長」、「主機成長」構成「網路行銷相關軟硬體基礎建設」代表產品社會化特性因素，修正模仿係數；放寬Bass模型假設，建立網路行銷擴散模型。4.比較各模型的配適度與解釋力，以建立日後相關研究的標竿。利用台灣 地區1994年至1997年的資料進行實證後，發現：「資訊化程度」、「國際化程度」、「企業接受新技術的能力」三者與企業對網路行銷的採用呈正相關，意即三者的逐年趨勢之增加會使企業較有採行網路行銷的誘因，此為創新效果。而「網路行銷相關軟硬體基礎建設」表示網路行銷在社會中已被接受的程度，實證顯示與時間的變動呈正相關，證明網路行銷會受到累積採用者多寡的影響，此為模仿效果。網路行銷的擴散模型經此二項因素的修正後，針對台灣地區的適用性則大幅提昇。模型間比較後發現，修正後之網路行銷擴散模型具有較佳的配適度與解釋力，並可適用於歷史資料不足之創新產品。

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.