Les modèles de diffusion d'innovations en marketing et l'adoption d'Internet en France

Marianela Fornerino ()
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Marianela Fornerino: MKT - Marketing - EESC-GEM Grenoble Ecole de Management

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Abstract: The innovation diffusion models developed in marketing are applied to the adoption of Internet in France. The most classical of them, the Bass model is adjusted to the estimations of Médiamétrie. The NUI model (Easingwood, Mahajan et Muller, 1983) has been utilized to introduce the network externalities by incorporating the increasing influence of interpersonal communication on the penetration as a function of previous adopters. Some predictions of the penetration of Internet in France are proposed.

Keywords: Diffusion of Innovation; Bass Model; NUI Model (Non-Uniform Influence); Netwok externalities; Diffusion des Innovations; Modèle de Bass; Modèle NUI (Non-Uniform Influence); Externalités de réseau; Internet; Adoption (search for similar items in EconPapers)
Date: 2002
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Published in 2002, 23 p

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