Based on the characteristics of diffusion of new services,this study considers the attrition into the traditional Bass model,and compares it with the new model of diffusion with the factor of attrition.The analysis concluded that traditional Bass model will underestimate the coefficient of imitation and market potential,and will overestimate the coefficient of innovation.The study also conducted empirical analysis by using the data from China mobile,Tencent QQ,and Blog registration data.The empirical results support the conclusion.Finally,this paper discussed managerial implications of the new model of services diffusion.
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