Research on Factors of Smartphone Diffusion Based on Innovation Diffusion Theory
During the past several years, the smartphone represented by Apple iPhone in China is like hotcakes. By examing the causes of smartphone diffusion in China, this paper seeks to shed light on how the innovational product could diffuse. This paper mainly uses the historical, the literature and logical analysis method. The research shows that the perceived innovation, celebrity and entertainment orientation of society are the key factors. It also suggests that marketer of future should pay attention to opinion leaders, 4Es of Marketing and social trend.
Innovation diffusion theory Smartphone Two-step flow model Entertainment
Qian Zheng
School of Journalism and Communication, Wuhan University, Wuhan, P.R.China, 430074 School of Liberal and Law, Wuhan University of Technology, Wuhan, P.R.China, 430070
国际会议
The 8th International Conference on Innovation and Management(第八届创新与管理国际会议 ICIM 2011)
日本福冈
英文
431-434
2011-11-30（万方平台首次上网日期，不代表论文的发表时间）