Research On The Diffusion Model Of Mobile Internet Service And Its Application

Mobile communications and the Internet are the world's two fastest-growing markets with huge potential. The combination of both industries gave birth to the mobile Internet. Advances in technology, business diversification and increased user requirements, these factors are driving the rapid development of Mobile Internet industry. Mobile Internet is gradually changing the way of people's life and work, and also brings new market opportunities.The diffusion of Mobile Internet services is the source of its economic benefits. Facing the rapid development of Mobile Internet industry, investigation of the mechanism of diffusion of mobile Internet services, and accurate prediction of its future trends, are theoretically important and practically significant.The purpose of this research is analyzing the theories of the diffusion of Mobile Internet, establishing the diffusion model of Mobile Internet based on the Bass model, and doing empirical research on the trends of the diffusion of Mobile Internet services.This paper did the following research:First, this paper summarizes the basic theory of diffusion of technology innovation and S-shaped curve model. Based on in-depth study of the Bass innovation diffusion model and its extension models, this paper discusses the application of different models.Second, this paper studies the relationship between Mobile Internet services diffusion and innovation diffusion, defines the concept of Mobile Internet, and summarizes its main business types and the development of Mobile Internet in different countries. This paper also explores the features of diffusion relation of Mobile Internet business, and analyzes the main factors affecting its diffusion.Third, this paper utilizes the ideas of Bass model and its extension models, according to the time-varying feature of Mobile Internet services and its contingent diffusion relation, establishes a "Non-Uniform Impact Contingent Diffusion Model", which is suitable for Mobile Internet diffusion process. Through adding new parameters, the model expands the utilization scope, and improves its accuracy.Finally, through empirical research of the diffusion of Mobile Internet services, this paper validates the applicability and superiority of the Non-Uniform Impact Contingent Diffusion Model, and predicts the diffusion trend. Analyzing the results empirical research, this paper investigates the mechanism of the diffusion of Mobile Internet services, and makes recommendations for future development of Mobile Internet industry.