小世界网络竞争产品扩散的计算机仿真模型

Na Wang, Xingzhe Wang, Qiming Sun, Ling Zhao
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引用次数: 1

摘要

基于计算机仿真模型,研究了两种具有网络效应的竞争产品在异质纽曼-瓦(HNW)网络中的扩散。在我们的模型中,消费者的行为不仅取决于他们的个人偏好和购买阻力,还取决于他们与他人的互动。为了分析产品扩散的决定因素,我们将网络效应分为直接网络效应和间接网络效应。模拟结果表明,直接网络效应对“赢者通吃”的过程起着抑制作用,往往导致市场共享。市场上的消费者是小集团的,当市场分享的结果出现时,每个派系都采用同一种产品。间接网络效应对赢家通吃的过程有很大的推动作用,但消费者购买阻力的异质性会减缓赢家通吃的过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Computer Simulation Model of Competing Products Diffusion on Small-World Network
We investigate two competing products with network effects diffusion on heterogeneous Newman-Watts (HNW) network based on a computer simulation model. Consumerspsila behaviors in our model are determined not only by their individual preferences and purchasing resistances but also by their interactions with others. To analyze the determinant factors in products diffusion we divide network effects into two kinds - direct network effects and indirect network effects. The outcomes of simulations show that direct network effects act as a brake on the winner-take-all process, often lead to market sharing. Consumers in the market are cliquish and each faction adopts the same product when market sharing outcome occurs. Indirect network effects are great impetus on the winner-take-all process, but the winner-take-all process can be slowed for the heterogeneity of purchasing resistances among consumers.
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