Abstract：The urban retailers are important subjects to construct the rural modern circulation system. This paper employs the theory of technological innovation diffusion, and applies probit and logit model from the data of typical urban retailers to empirically discuss the key factors affecting innovation diffusion of urban retailers. The results show that market potential and distance away from source of innovation diffusion are significant factors in decision-making affecting innovation diffusion of urban retailers. The relationship between population density and decision for innovation diffusion by urban retailers presents U-shaped curve, and internal properties of urban retailers are not significant to the diffusion. The government needs to raise the quality of domain meta in the county, create the source of innovation around county, and improve the ability of circulation innovation diffusion according to the specific development stage of retailers in rural market.
Keywords: Retailers, Circulation Innovation, Diffusion, County
source:Finance & Trade Economics ,No11,2013