Diffusion Of Innovation Based On Parent-child Network:an Empirical Study On College Students&Parents’ Micro-blog Cognition&Adoption

The research of diffusion of innovation’s path is a branch of the whole theory. Viewing interpersonal communication channels in the parent-child network as the diffusion path, our study do empirical research through questionnaire and interview. The study found:demographic variables and innovation variables can to some degree predict people’s cognition and adoption of micro-blog; college student group and their parents group have both difference and connection in the extent of micro-blog cognition; diffusion is processed mainly through interpersonal channel, especially the parent-child network, with exceptions through media channels; the two group’s usage of micro-blog and the parent-child relationship will influence each other, but with main influence of students group exerting on parents group; meanwhile, the existence of the network failure diffusion or even negative effects can’t be ignored.