However, their services to the internet users are free. Their advertising potential should not be innovative as when there is massive audience, there is naturally advertising potential. That's why many internet services still rely on free or relatively low-cost services. Simply because many internet business are still in its early development period in the innovation diffusion process. That's why Amazon is still selling price rather than the value of convenience because they have no confidence to believe that people have developed the online purchasing habit.
Culture is another important factor that affects the diffusion of innovation.
New products and services will be accepted much faster in countries with open-minded and entrepreneurial culture than those with conservative and developing countries. Diffusion Of Innovations Diffusion of innovations is a highly theoretical issue suggested by Everett M. Rogers. It may be too theoretical for modern business of disparity, but it still has high value of reference for entrepreneurs, marketers and internet companies. Its merit is mainly in the classification of people based on their personality and their innovation adoption tendency in the innovation diffusion process so that marketers can develop their marketing strategy based on these factors. Innovation adopters may be classified as Innovators are usually highly educated, financially strong and willing to take risk.