%A %T Research on CoEvolution of Social Network and New Product Diffusion %0 Journal Article %D 2018 %J SCIENCE & TECHNOLOGY PROGRESS AND POLICY %R 10.6049/kjjbydc.2017030603 %P 16-24 %V 35 %N 4 %U {http://www.kjjb.org/CN/abstract/article_16887.shtml} %8 2018-03-10 %X Based on the perspective of complex network,the problem of new product diffusion is discussed on a microscopic level.First,the customer decisionmaking 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' decisionmaking behaviors.Then,the mutiagent simulation model is implemented on the software Anylogic,considering local network effects and designing network evolution rules.At last,the coevolution 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 coevolution and the marginal time of linkbroken 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 coevolution is accelerated and positive to each other in smallworld network and scalefree network;②even though the coevolution outcomes show dual character under the scalefree 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 coevolution 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