| dc.description.abstract | In Internet, popular events, ideas or products are non-linear activities but a complex phenomenon. The goal of this study is to find out the common factors from the events, ideas or products that can be interpreted as key elements in a chaotic marketplace.
In the process of diffusion, the most crucial point that physics known is the ＂critical mass＂ of reaching .The critical mass means that under certain conditions of fissile material to achieve self-sustaining fission chain reaction of the minimum required quality, or such as atomic reactor to achieve critical mass point, then a nuclear chain reaction will be spontaneous.
The critical mass phenomenon, just as creating social fad and epidemic diseases, so long as to reach a certain ＂tipping point＂, the popular will suddenly spread quickly. As long as the commercial activities to master the rule of pop culture or methods, therefore, it can make great effects through the information transmission to achieve the purpose of expanding visibility.
This research takes the function of「Google Insight」as a tool to find the hot zone of rapidly risen events as reached ＂critical mass＂. According to the content analysis and grounded theroy to analysis the factors from the representative cases. The result of the research shows that the diffusion of the incident reached a ＂critical mass,＂ in fact, the factors are included in the three major dimensions of the community, environment and event. The factors can be divided into categories as follow：
1. The community: impressibility, word of mouth and sharing, reference groups or opinion leaders
2. The environment: massive exposure platform, the media, ranking or competition
3. The event: innovative quality, attachment effect, topic, story
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