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| 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) |
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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.
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Received: 07 June 2019
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