Theory And Model Of The Transnational Diffusion Of High-tech Products

Compared with traditional innovative products in market,technology and competitive violation, the hi-tech products have a greateruncertainty in their diffusion process. Therefore, the character ofconsumer heterogeneity would turn to be more conspicuous. Most oftraditional diffusion models (eg. Bass model) ignore consumerheterogeneity, hence, it is hard to exactly describe hi-tech productsdiffusion process. However, based on consumer behavior and consumer'sindividual adoption decision, the individual diffusion model cantheoretically predict hi-tech products diffusion process more scientificallyand reasonably.This dissertation takes a holistic view on micro and macro, throughthe crossed study of psychology, marketing and diffusion theory, wesummarize many past diffusion theories and models both at home andabroad. Moreover, by considering hi-tech products' characters, we makea qualitative analysis for the influencing factors of hi-tech products'diffusion process in oversea market and their cross-national diffusionroute. Then, through introducing a cross-national diffusion risk factor, weconstruct a cross-national diffusion model of macro-level to describehi-tech products' cross-national diffusion process quantitatively based onconsumer behavior micro view. Meanwhile, we make an elementaryresearch for the theoretical relationship of our model and traditionalaggregate diffusion models, and we have achieved their mutualtransformation under reasonable assumptions. Hence, it can indicate theconstruction of model has its scientificity and reasonableness. Finally, wedesign a scene experiment and use factor analysis, chi-square test toprove the prediction effect of our cross-national diffusion model. Theresult shows that our model can predict hi-tech products' cross-nationaldiffusion process better after the introduction of cross-national diffusionrisk factor. This study has proved the validity of our model in theory andexperiment. Thereby, we have finally achieved the effective combinationof qualitative analysis and quantitative analysis.