现有新产品扩散的研究多以消费者同质性假设为前提，然而，在新产品扩散的过

Research on New Product Diffusion multi existing consumer premised on the assumption of homogeneity, however, in the process of diffusion of new products, the new consumer sensitivity to price, quality and advertising, communication as well as the new way to communicate there is a strong differences in perception and perception initial reliability and other aspects of product information.

The research on the diffusion of existing new products is based on the assumption of homogeneity of consumers, however, in the process of new product diffusion, there are strong differences in the sensitivity of consumers to new product prices, quality and advertising, the way of communication and the initial perception and perceived reliability of new product information.

Most of the existing researches on new product diffusion are based on the assumption of consumer homogeneity. However, in the process of new product diffusion, there are strong differences in the sensitivity of consumers to the price, quality and advertisement of new products, the way of communication and exchange, and the initial perception and perceived reliability of new product information.