Abstract Based on the perspective of complex network,the problem of new product diffusion is discussed on a microscopic level.First,the customer decisionmaking behavior model is designed combined with psychology,sociology,game theory and other relative theories.An intelligent learning method is applied to accomplish the interactions of customers' decisionmaking behaviors.Then,the mutiagent simulation model is implemented on the software Anylogic,considering local network effects and designing network evolution rules.At last,the coevolution rules of social network and consumer's decision under different network environments are explored,and the impacts of product utility parameters,communication intensity,the numbers of seed users on the coevolution and the marginal time of linkbroken are analyzed in the process of new product diffusion.The Research shows that:①even though the original structures of network are different,the relations between consumers are reorganized in a new way with higher aggregation and stability,and the coevolution is accelerated and positive to each other in smallworld network and scalefree network;②even though the coevolution outcomes show dual character under the scalefree network with a high degree,the variation tendencies of network structure are highly similar in the process of the diffusion;③the product value increases with the promotion of network effect,while the positive functions of the coevolution will eliminate,if the network effect is extremely high or low;④the diffusion outcome will not be influenced when the scale of seed users reach up to a certain
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