Title: A new survival model based on extended diffusion theory
Authors: Lianlian Song - Nanjing University of Aeronautics and Astronautics (China) [presenting]
Geoffrey Tso - City University of Hong Kong (Hong Kong)
Abstract: The mixed pressure is considered from three aspects and a new survival model is developed based on the diffusion theory. However, different from the conventional diffusion theory that considers the adoption patterns of innovators and imitators, we extend it by dividing the imitators into two separate groups as original imitators and competition imitators. The original imitators are those who purchase the observed brand according to the social information of observed brand users, and the competition imitators are those who purchase the observed brand, but influenced by the social information of competitive brand users. In the actual market, multiple competitive brands exist. The internal pressure of the social system is not only from the previous adopters of the observed brand, but also from the adopters of competitive brands. Examining the competition imitators may indicate the competitive power of the observed brand, and supply more information for consumer behavior study and marketing strategy. Finally, we compare and confirm the model fit with other two benchmark models using the data from an E-commerce brand company.