Empirical Research Of Diffusion Factors Of Xiushan Logistics Park In Chong Qing City From The Perspective Of Innovation Diffusion Theory

In the recent years,cultural and creative industries have achieved the significant development.Under the background of national support for industrial development in ethnic areas,cultural and creative industries in ethnic areas have also developed accordingly.Through reading a large number of documents and on-the-spot investigations,the paper found that there were abundant cultural and creative resources in ethnic areas,but the creative ways and forms of creative products were lack of varieties.The cultural and creative industries in Xiushan Tujia and Miao Autonomous County developed well in this area,and its logistics park was in the leading level.On this basis,this paper took Xiushan County Logistics Park as the research object,to carry out empirical research with the suppoet of innovation diffusion theory.The paper explored its innovation diffusion factors,and provided many references for the development of related industries and economic development in ethnic areas.Firstly,this paper collected the literature about the innovation diffusion theory and the development of logistics parks,and found that there was fewer research on the combination of the above two fields.Then,the paper carried out an empirical study on the innovation diffusion factors of Xiushan logistics parks with the support of innovation diffusion theory.Eight research hypotheses were put forward from four factors: the innovation,the channel,the personal and the society.In order to verify the relevant hypothesis,a field survey was conducted in the form of a designed questionnaire,and the descriptive statistical analysis,the reliability and validity tests,the correlation analysis and the regression analysis were conducted though SPSS17.0.The results showed that the complexity,the observability,the social factors and the trial-ability had significant impacts on the innovation diffusion of Xiushan Logistics Park,while the relative advantages,the diffusion channels,the compatibility and personal factors were relatively low priorities for innovation diffusion of Xiushan Logistics Park.But they were still indispensable factors affecting innovation diffusion of Xiushan Logistics Park.Therefore,for the development of creative industries in ethnic areas,we should pay more attention to the complexity of innovation,the observability,the social factors and the feasibility,but not ignore the role of the comparative advantages,the diffusion channels,the compatibility and the personal factors.