|
|
Research on Innovation Diffusion in Dynamic Dense Interpersonal Network:Analysis Based on Multi-Agent Simulation |
Cai Xia1,Song Zhe2,Geng Xiulin2 |
(1.School of Business Administration,Nanjing University of Finance and Economics,Nanjing 210023,China;2.Business School,Nanjing University,Nanjing 210093,China) |
|
|
Abstract The paper introduces the p-GNC network,the latest development of complex networks,into the research of innovation diffusion,and analyses the influence of network structure,the intensity of network effect and the proportion of innovators on the scale of innovation diffusion using the multi-agent based modeling and simulation method.It shows that the structure of p-GNC network significantly affects the scale of innovation diffusion.The larger the average clustering coefficient and the smaller the average degree is,the higher the scale of innovation diffusion will be.What is more,the average degree of p-GNC network is the determinant of the scale of innovation diffusion.The intensity of network effect has a positive impact on the scale of innovation diffusion,and in the network with higher network effect intensity,the impact of p-GNC network structure change on the scale of innovation diffusion is greater.The proportion of innovators also positively affects the scale of innovation diffusion.When the network effect is high and the p-GNC network is in a sparse state,the promotion effect of innovators on the scale of innovation diffusion decreases with the increase of the proportion of innovators.
|
Received: 07 June 2019
|
|
|
|
|
[1] CHOI H,KIM S H,LEE J.Role of network structure and network effects in diffusion of innovations[J].Industrial Marketing Management,2010,39(1):170-177.[2] 曹霞,张路蓬,刘国巍.基于社会网络结构的创新扩散动力机制及其仿真研究[J].运筹与管理,2018(5):149-156.[3] DOROGOVTSEV S N,MENDES J F F.Scaling properties of scale-free evolving networks:continuous approach[J].Physical Review E,2001,63(5).[4] AHN Y Y,HAN S,KWAK H,et al.Analysis of topological characteristics of huge online socialnetworking services[C].Proceedings of the 16th International Conference on World Wide Web,ACM,2007:835-844.[5] ZHANG G Q,ZHANG G Q,YANG Q F,et al.Evolution of the Internet and its cores[J].New Journal of Physics,2008,10(12).[6] WATTS DJ.Small worlds:the dynamics of networks between order and randomness[J].Physics Today,2007,31(6):74-75.[7] CENTOLA D,EGULUZ V M,MACY M W.Cascade dynamics of complex propagation[J].Physica a Statistical Mechanics & its Applications,2007,374(7):449-456.[8] 黄玮强,姚爽,庄新田,等.基于无标度网络的创新扩散模型研究[J].东北大学学报(自然科学版),2015,36(8):1212-1216.[9] KATZ M L,SHAPIRO C.Network externalities,competition and compatibility[J].The American Economic Review,1985,75(3):424-440.[10] IRWIN E G,BOCKSTAEL N E.Interacting agents,spatial externalities and the evolution of residential land use patterns[J].Journal of Economic Geography,2002,2(1):31-54.[11] 孙军,高彦彦.网络效应下的平台竞争及其后果分析[J].管理世界,2016(5):182-183.[12] 周琦萍,徐迪,杨芳.基于复杂社会网络和局部网络效应的新产品竞争扩散的计算实验研究[J].软科学,2013,27(7):13-17.[13] MOORE C,NEWMAN M E J.Epidemics and percolation in small-world networks[J].Physical Review E,2000,61(5):5678-5682.[14] PASTOR-SATORRAS R,VESPIGNANI A.Epidemic spreading in scale-free networks[J].Physical Review Letters,2001,86(14):3200-3203.[15] UYAR A,KARACA Y.Influence of opinion leaders on the diffusion of innovative products:a study on smart-phone users[J].Journal of Business Economics & Finance,2014,3(2):233-246.[16] 陈涛,付欢.社会网络环境下意见领袖对消费者创新抗拒的影响研究[J].工业技术经济,2014(8):58-66.[17] 赵新刚,闫耀民,郭树东.企业产品创新的扩散与采纳者的行为决策模式研究[J].中国管理科学,2006,14(5):98-103.[18] IYENGAR R,VAN DEN BULTE C,VALENTE T W.Opinion leadership and social contagionin new product diffusion[J].Marketing Science,2011,30(2):195-212.[19] ZHAO Y,KOU G,PENG Y,et al.Understanding influence power of opinion leaders in e-commerce networks:an opinion dynamics theory perspective[J].Information Science,2018,426:131-147.[20] ROGERS E M.Diffusion of innovations[M].New York:Free Press,1983.[21] BHAT U,KRAPIVSKY P L,LAMBIOTTE R,et al.Densification and structural transitions in networks that grow by node copying[J].Physical Review E,2016,94(6-1).[22] 黄玮强,庄新田.网络结构与创新扩散研究[J].科学学研究,2007,25(5):1018-1024.[23] PEGORETTI G,RENTOCCHINI F,MARZETTI G V.An agent-based model of innovation diffusion:network structure and coexistence under different information regimes[J].Journal of Economic Interaction & Coordination,2012,7(2):145-165.[24] 黄玮强,庄新田,姚爽.网络外部性条件下新产品扩散的赠样策略研究[J].管理科学学报,2009,12(4):51-63.[25] CENTOLA D.The social origins of networks and diffusion[J].American Journal of Sociology,2015,120(5):1295-1298.[26] 林略,周力全.小世界网络下用户创新扩散效果分析[J].技术经济,2009,28(7):18-21.[27] CENTOLA D.The spread of behavior in an online social network experiment[J].Science,2010,329(5996):1194-1197.[28] 黄玮强,庄新田.基于随机网络的创新扩散研究[J].管理学报,2007,4(5):622-627.[29] 娄思源.基于社会网络的创新扩散仿真研究[D].杭州:浙江大学,2012.[30] 徐翔斌,李恒,王坤.Web2.0网络信息传播影响机制研究[J].情报科学,2015(8):44-49.[31] 毛艳.基于创新扩散理论的微信信息传播机制研究[D].上海:上海工程技术大学,2016.[32] 郑木华.复杂网络上复发式流行病爆发的研究[D].上海:华东师范大学,2017.[33] LEE E,LEE J,LEE J.Reconsideration of the winner-take-all hypothesis:complex networks and local bias[J].Management Science,2006,52(12):1838-1848.[34] 赵良杰,武邦涛,段文奇,等.消费者交互作用对网络效应产品扩散的影响——基于产品生命周期的视角[J].系统工程理论与实践,2012,32(1):67-75.[35] 李凡.基于免费商品赠送的网络效应产品扩散研究[D].西安:西安工业大学,2011.[36] 杨珊珊.跟风效应和网络效应影响下的数字信息产品扩散:复杂网络的视角[D].厦门:厦门大学,2014.[37] TRUONG Y.A cross-country study of consumer innovativeness and technological service innovation[J].Journal of Retailing & Consumer Services,2013,20(1):130-137.[38] 高键,盛光华,周蕾.绿色产品购买意向的影响机制:基于消费者创新性视角[J].广东财经大学学报,2016,31(2):33-42.[39] ZUBCSEK P P,SARVARY M.Advertising to a social network[J].Quantitative Marketing & Economics,2011,9(1):71-107.[40] 张磊.基于种子顾客权重网络的随机阈值模型研究[D].北京:北京邮电大学,2012.[41] SCHUMPETER J.Capitalism,socialism,and democracy[J].New York:Harper and Row,1942.[42] LEE J,LEE J,LEE H.Exploration and exploitation in the presence of network externalities[J].Management Science,2003,49(4):553-570.[43] COHEN W M,LEVINTHAL D A.Innovation and learning:the two faces of R&D[J].The Economic Journal,1989,99(397):569-596. |
|
|
|