Title page for etd-0909108-141803


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URN etd-0909108-141803
Author Yi-wun Lu
Author's Email Address No Public.
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Department Information Management
Year 2007
Semester 2
Degree Ph.D.
Type of Document
Language English
Title Internet Innovation Diffusion
Date of Defense 2008-07-15
Page Count 130
Keyword
  • Dynamic Model
  • Bass Model
  • Innovation Diffusion
  • Internet
  • Abstract The diffusion of the Internet is the interest of many firms or individuals who see the Internet as an opportunity, a threat, or both. Huge amount of intellectual and real capital are invested on Internet. The more people understand the dynamics of Internet diffusion, the better they will manage the efforts put on it. The purpose of this study is to explore the extent to which the diffusion of the Internet-related innovation could be adequately described by the diffusion models and the effect of internal influence versus external influence described in the models. Two hypotheses of the Internet innovation diffusion are proposed. First, the number of potential adopters of the Internet innovation diffusion is dynamic, not constant. Second, in contrast to the traditional innovations, the diffusion of Internet innovation has stronger interpersonal communication influence than the promotional activity effect. Twelve Internet innovations are estimated in both the Bass model and the Dynamic model. The first hypothesis is fully supported, and the second hypothesis is partially supported. Based on the evidence, Internet innovations can be categorized into web-based versus non-web. The non-web Internet innovation of connection and communication like Internet, ADSL, and Skype has no significant difference of the ratio of the internal influence and the external influence effects to the traditional innovations. The segment-focused niche website, such as Amazon, eBay, and PayPal, has the strong internal influence effect. Understanding the various effects of Internet innovation diffusion can provide advantages in terms of enhancing functions and planning marketing strategies and tactics.
    Advisory Committee
  • Iuan-yuan Lu - chair
  • Fu-ren Lin - co-chair
  • Fen-hui Lin - co-chair
  • Bob Kuo - co-chair
  • Hsin-hui Lin - advisor
  • Files
  • etd-0909108-141803.pdf
  • indicate access worldwide
    Date of Submission 2008-09-09

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