Empirical Study on Diffusion Channel for Technological Innovation of Chinese Information Service Enterprises

With proper diffusion channels selected, an information service enterprise may reduce the diffusion period and resource cost for marketing the technological innovation and enhance the width and depth of diffusion. Understanding the diffusion effect of different channels helps an enterprise to select a rational diffusion channel. Based on the empirical survey on the diffusion channels for technological innovation of Chinese information service enterprises, the paper obtains three types of channels for technological innovation diffusion of information service enterprises: media channel, market channel and social network, by conducting the Factor Analysis. Through the Variance Analysis, discussion is made on the difference of these diffusion channels in terms of corporate nature, type and establishment.