An acceleration-scale model of IING’s diffusion based on force analysis

ABSTRACT The diffusion of Internet-based Intangible Network Goods (IINGs) shows new characteristics completely different from that of traditional material products. This paper aims to establish new models to describe and predict IING’s diffusion at the aggregate level. Firstly, we transform the key factors affecting IING’s diffusion into driving forces, resistant forces, and variable forces. Secondly, we analyse the dynamic changes of these forces in different diffusion stages and obtain the acceleration model of IING’s diffusion. Then, since acceleration is the second derivative of scale, we further establish the scale model of IING’s diffusion. As the scale model can predict the number of IING’s adopters at a particular time and the acceleration model can explain the dynamic changes of scale, we combine them as the acceleration-scale model to describe IING’s diffusion. Finally, we make comparisons between the acceleration-scale model and the Bass model based on three cases. Different from the previous studies, we found that IING’s diffusion rate is asymmetric. The diffusion rate of successful IING is right skewed while the diffusion rate of failed IING is left skewed. The results also shows that the acceleration-scale model has a better predictive performance than the Bass model, no matter the diffusion is successful or failed